Choosing Mobile Advertising Networks
The most imperative aspect in determining which mobile advertising network you should work with is dependent on what type of traffic you are seeking for your individual mobile advertising campaigns.
Mobile advertising networks individually cater to the various needs of mobile advertisers. If you are simply looking to build your brand name and desiring more eyeballs to your mobile website while seeking additional clicks, or perhaps you want more users to install your mobile applications or purchase one of your products. All mobile advertising networks have pros and cons, but you can single most of them out by their strengths and weaknesses in the following categories.A Blind mobile ad network typically has the largest amounts of small mobile publishers, also known as long tail sites and applications. Often, a mobile ad network will give you little insight on the publishers that your campaigns will run on. Depending on the type of campaigns you plan on running, a blind mobile advertising networks can serve as an exceptional solution to driving volume to your mobile campaign
A premium blind mobile ad network will place their emphasis on medium-sized mobile publishers, as well as some larger publishers. However, they still will not disclose to you what publishers your campaign will run on, or who you are working with. If knowing which sites driving traffic to your campaigns is of little concern to you, as long as there are quality sites, then a premium blind mobile ad network could be of great value to you. Often times, a mobile ad network will offer pay per click (CPC), as well as and pay per install (CPI) options.
A premium mobile ad network will simply partner with a select group of high quality mobile publishers. Typically, a publisher in this types of mobile ad network is a large portal, destination sites, mobile apps, and often, mobile operators (T-Mobile, AT&T). Normally, networks require you to pay for your mobile campaigns on a cost per impression basis (CPM). If you are seeking to have your brand aligned with the most prestigious mobile web destinations, then this is most likely a great choice for you.An incentivized mobile ad network will entice mobile users to install mobile apps, complete surveys or any other advertiser-defined action. These users are often compensated with some sort of virtual currency in exchange for completing the advertisers desired actions. Most often, the traffic coming from a mobile ad network will be blind to you. Usually, this type of mobile advertising is based solely on performance for cost per installs (CPI) or cost per actions (CPA). If you are looking for registrants, and have little concerns about the quality of the traffic and users signing up for your product, this can be an easy way for you to get your feet wet with mobile advertising.
There is no clear winning choice between the various type of a mobile advertising networks, as it is completely dependent on the type of traffic and campaigns that are needed to meet your mobile campaign goals. At the end of the day, it is essential to align yourself with mobile advertising networks that you feel most comfortable with and test them for quality of traffic and service.Prior to getting started, mobile advertisers should determine the goals of their campaign. Are you looking to brand, looking for performance, or looking to drive app installs and lead generation? Define your general business objectives for mobile, and then spread your advertising budget to several major ad networks while closely monitoring the results.
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