The unique attributes of mobile devices and mobile ad networks have made it difficult to trust the accuracy of campaign reports provided by mobile ad servers or the usage reports of mobile sites and applications. Crisp sometimes provides 3rd party reports to publishers or agencies that show significant discrepancies against the reports of other measurement servers. Regardless of which report is right or wrong, this issue has been a major barrier to effectively sell mobile media to advertisers.
The staff of the IAB and the MMA, together with the MRC and the GSMA and two dozen other mobile companies (including Crisp), have recently written the ‘Mobile Web Advertising Measurement Guidelines’. This document has now been released for public comment. This document provides some general guidelines as well as mobile specific guidelines. These 22 pages are a good step forward towards providing the different parties a way of determining the quality of their measurements.
In a white paper Crisp wrote last month, ‘Measurement on Mobile,’ we dug a little deeper into the different causes of the mobile measurement accuracy problems. Our white paper provides a history and overview of the mobile measurement methods, followed by a list of potential problems and ends with some basic recommendations.
The mobile ecosystem has witnessed extreme growth and continuing fragmentation, but methods are now available to extend the mature desktop ad serving infrastructure into mobile without introducing the many mobile measurement problems that were typical in the past. If you are involved in mobile advertising, I recommend reading both the IAB-MMA guidelines and the Crisp white paper (embedded below).
Crisp CEO Boris Fridman recently appeared on the IM-Mobile podcast to talk about rich media ads with host Brian Prows. A lot has changed in the last year since we last caught up with Brian including:
- Exploding growth of Android devices taking mobile advertising outside of the iPhone-only domain and making cross-platform solutions even more important
- The tablet ushers in a new era for print publishers and new opportunities for advertisers to engage consumers
- Apple introduced its iAd ad network and opened doors when it comes to mobile rich media
- Advertisers have come to the table with significant budget for mobile
Hear Brian and Boris discuss all this and more over at the IM-Mobile blog. If you aren't a subscriber yet, check it out for great interviews with industry executives.
The digital agency 360i recently came out with a new report titled “Mobile Marketing and the Challenges that Lie Ahead” (embedded below), which spells out, pretty accurately, the challenges facing mobile advertisers. I’d specifically like to address the Fragmentation issue.
“Fragmentation will be one of the more persistent mobile marketing challenges. Which devices and operating systems are used by your target customer base? How does your audience divide their time across various mobile channels? How can you find them across a jumbled array of publishers and ad networks? How do you develop enough creative units that work across all the devices included in the media plan?”
It is estimated that on average close to 4% of online page impressions for desktop formatted web pages is actually viewed on iPad, iPhone, Android-based and similar mobile devices. That portion of traffic is also quickly increasing.
However, the user experience on mobile devices and tablets is different, and as a result online ad campaigns displayed on those web pages get compromised. Sometimes the ads don't fit on the screen, or when users zoom and scroll to the content they are most interested in the ads either disappear or become pixilated. So what can be done to improve the value of this 'lost' inventory?
Another very important aspect to improve the effectiveness of campaigns viewed on mobile devices is the ad format itself. Advertisers should use alternative mobile ad formats that adapt to the zooming and scrolling behavior on touch-screen devices. Crisp Wireless invented the Adhesion ad format which stays on part of the screen at a pixel perfect resolution regardless all the zooming and scrolling. Crisp also focuses on providing an easy workflow to agencies and publishers to manage the design differences between mobile and desktop platforms while building rich media ad units and embedding video content.
When using Rich Media ad units from Crisp, all engagement metrics are available in one easy to understand report, which is properly calibrated to provide accurate stats from any mobile platform or desktop browser.
To conclude: It is possible to better leverage the mobile traffic to an online ad campaign when some fairly basic issues are addressed in the setup of the ad units. Our team at Crisp is addressing these issues in new and innovative ways. Contact them and they will tell you all about it.
The Popular Mechanics iPad application launched recently featuring full screen rich media ads for Infiniti, Stanley-Bostitch, History Channel’s Ice Road Truckers, Trane, and TakeMeFishing.org. These campaigns include full screen interstitial ads, served between content pages of the Popular Mechanics iPad app. The Crisp-powered rich media creative features multiple interactive hot spots to click for further product details and includes embedded videos that can play in full-screen view.
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