Mobile ad networks serve ads on mobile devices and offer advertisers the ability to target specific demographics. Advertisers can evaluate campaigns through metrics and adjust accordingly. Rates vary based on placement and competition.
A mobile ad network is a network that serves ads on mobile devices such as phones, tablets, personal organizers, etc. Advertisers may partner with these networks to develop and run advertising campaigns. Fees for working with a mobile ad network can depend on campaign type and reach, and can be evaluated by impression or with the use of other metrics. Such metrics offer access to consumers that may not be available through other means.
The Mobile Ad Network uses various applications to serve mobile ads via text messages, banner ads within other applications, etc. Advertisers can determine what types of customers they want to reach and pay the network to place ads based on consumer behavior and demographics. For example, a pizza restaurant could run a text campaign for customers in its geographic location, offering a coupon for delivery orders to encourage people to try its products.
Mobile marketing campaigns can range from creative viral campaigns to pique consumer interest to more traditional advertising to raise awareness of certain brands, products and services. The mobile ad network can meet with customers to discuss the types of services they offer, including serving specific mobile platforms. This allows the advertiser to determine if the network is right for their needs. Some companies may specialize in particular types of advertising and demographics.
Once on a mobile advertising network, advertisers are typically viewed by impression. They can examine network-provided metrics to determine who sees their ads, when, and how. This allows them to evaluate the response to the campaign, to determine if it requires adjustments such as recalculating an ad or service to different demographics who may have an interest in the product.
Companies can contract directly with a mobile advertising network or allow an advertising agency to conduct such negotiations. Networks sometimes offer wholesale rates to agencies when placing more clients, which can save a business on advertising costs. Rates may also go up or down based on the nature of the placement; ads associated with major events, for example, can cost more and competition for spots can be intense. So, for example, if a television network uses an application to encourage viewers to engage with a show while it’s on the air, advertisers could request spots on the app that could link to events in the show and pay a premium for this service.
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