With the Google Admob rumpus of 2009, we all are looking to the positive fallout in 2010. Maybe it would be over simplistic or apologetic to say that up until the $750M drop we were all just building network and waiting. Now, we need to drive up the CPMs.
How do we go about this? With many publishers bundling the mobile buy for “free” with a more robust online commitment, it is difficult to explain to the buyer the unique and powerful value of the mobile CPM.
Speak to any planner and they will tell you the following things about mobile inventory buying:
• For a small wedge of the digital buy, it is “mighty hard to buy”
• The CPM “seems too high for the value add”
• To drive an integrated buy with post-click strategy, there are “too many moving parts.”
The Interactive Advertising Bureau has work hard to demystify the buy by publishing a Mobile Buyer Guide, which holds the media planner hand as they extend their digital buy to mobile. However, no guide will drive significant dollars into mobile until the mobile buy is not an also-ran to the online buy and commands a respectable CPM in its own right.
http://www.gomonews.com/mobile-bundled-not-bought
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