Mobile Advertising: It’s All About the Simple (for Now)

It’s been made clear here and other places that mobile devices enable advertising that’s much more granular and targeted than the PC. We’ve also argued that the ad formats and campaign objectives should therefore be de-coupled from online equivalents.

But there is one big caveat. Along with granularity and newfangled metrics comes complexity. This is especially true for advertisers whose heads are comfortably wrapped around the nice neat buckets where online metrics — like clicks and impressions — currently lie. This goes for large and small advertisers alike.

So at early stages, it’s all about simplicity and bundling. We see a fair amount of this from local media publishers that wish to get the ball rolling with mobile: It is relegated to a “value add” or retention tool for cross-media campaigns. National ads are likewise measured as additional distribution for branding campaigns.

Generally speaking Google is thinking in these terms too. And it should. Product Manager Surojit Chatterjee demonstrated at our ILM conference in December that Google’s mobile advertising has consisted mostly of check box-like simplicity to “add mobile” within the AdWords dashboard.

As it integrates more mobile distribution options and formats (AdMob acquisition will accelerate these if passed), it walks a fine line between simplicity and the targeting that mobile is capable of. The latest example is last month’s launch of mobile pay-per-call ads, with the same check-box navigation.

Though calls are valued differently from clicks by certain advertisers, Google is pricing them exactly the same at the onset. The result is a steal for advertisers that value calls higher than clicks. That translates to trade services and businesses that schedule appointments or reservations over the phone.

“It’s probably a bargain for advertisers in many verticals who pay a lot more for phone leads,” Chatterjee told me last week. “But we wanted to keep it simple. If you have a local ad with AdWords, it’s easy to turn on the click-to-call link for high-end mobile devices like Android and iPhone.”

Stepping back, it’s interesting that the discreet monetization these calls can potentially drive took a back seat to the simplicity required for the program to get off the ground. Probably a smart move … after all, any self-serve ad product, no matter how fancy, is only as good as the businesses that show up to use it.

The rest of the conversation with Chatterjee, and more details about the PPC program, are in my Seach Engine Watch column.

This Post Has One Comment

  1. aly

    Recently I bought many Bluetooth Marketing Solutions to compare, most of them are fine, but one of these solution was really exciting as the vendor company called iblue sells its core Bluetooth advertising firmware that runs under linux and this firmware helps you to build your own Bluetooth Advertising solution by your self, so that’s way you will not pay for shipping the Bluetooth marketing device to your county.
    They amazing thing about this piece of software that it can support wide range of GPRS modem.
    I installed it on acer aspice revo 1600 and i attached 8 Bluetooth dongles and it working fine. a friend of mine tried it on assus nettop EeeBox PC B202 and it is working fine too.
    I used a very elegant hardware pushing Bluetooth ads on my store using these devices with iblue longarm software
    this company have 2 websites as mobile-advertising.goiblue.com and bluetoothadvertising.net

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