This week I am going to talk about the main points from both chapters and explain my opinions of the chapters.
Mobile Advertising Players
- People– Customers or the future customers that represent individuals like you or me who are consuming online content like news articles, search results and videos and games.
- Buyers– There are two types of companies that do buy marketing services.
- Marketers are advertisers and brands and retailers that want to expose people to their company. Marketers are people that write the checks that pay for advertising.
- Agencies are companies that represent marketers and can help them with all parts of mobile advertising. Like strategy, planning, creative development, ad placement, execution measurement and analytics.
- Sellers– Companies that represent media and the digital channels in advertising. They are divided into 3 sections publishers, networks and exchanges.
- Publishers- Publishers are companies that do own media properties like websites, games, apps, and media sites. These are things that attract audiences. There are so many different publishers out there.
- Networks- These connect advertisers to all the publishers out there in the world.
- Exchanges- This is companies the aggregate networks. Networks come in different sizes and types.
- Enablers– This is technology that helps power different mobile experiences like messaging, websites and apps
- Associates– These are organizations that help stimulate different market growth by developing standards, consulting and policies.
This explains the process of mobile advertising players in general and what they all do for one another.
- Text- areas you can put letters or words
- Display- what you see
- Rich media- interactive advertising like text, image, audio and video
- Audio- the sounds you hear
- Video- video clips designed to promote something
- Incentivized media- a form of rich media or video that offers incentives, free credit or coupons.
The areas that ads are placed is important so that people do see that and that they do affect people. If ads are placed randomly then it would just not make sense at times when you see a random ad that is placed.
Some different locations that ads are placed are headers or footers or sidebars, home screen.
Mobile advertising metrics:
- Number of impressions- how many people viewed an ad
- Location- general location
- Publisher- content publisher who is generating ad traffic
- Number of engagements- amount if people who interacted with the ad
- Dwell time- home much time is spent with the ad
- Completion rates- amount of users who completed the entire experience
- Spending- total cost-per-clicks
These are all different analytics that companies should keep track of just to make sure your business is growing and more and more people are interacting with your ad.
There are 4 different influencers for mobile experience and they are government laws & regulations, corporate policies, industry guidelines and standards and lastly people and their expectations.
People and their expectations– consumers influence marketing directly through their expectations and reactions to what marketers do and the products they offer
Government- the people that have been elected who establish and execute laws and regulations that relate to mobile.
Corporations– commercial companies like Google that provide goods and services.
Industry- non-governmental organizations that help organize industry dialog with best practices market development and regulatory standards.
Each one of these groups influence how the mobile industry runs and acts in their own way.
“Mobile is not the future, it is the NOW. Meet your customers in the environment of their choice, not where it’s convenient for you.”Cyndie Shaffstall
Overall, both chapters had so much great information in them and while reading I learned a lot and I think you probably did as well!