gogo
01-21-2008, 12:51 PM
http://www.gotomobile.com/archives/mobile-advertising-redux
interesting what this says about loading times for ads:
3. Ad load time is extra important on mobile. Because mobile ads are usually server-sided queries (versus Javascript), your WAP page doesn’t load until you’ve received your ads. My buddy Allen Day with TinyTube (http://www.tinytube.net/)wrote an interesting post (http://blog.tinytube.net/2007/10/15/ad-network-qos-part-4/)where he analyzed the response time of a number of different ad networks - see the data for yourself. If it takes a second to request an ad, that means, it’s an extra second on each WAP page load which is a huge user experience issue on a rather slow experience to begin with. Do note, there are some ad providers which display the ad as a URL such as Mophap and thus are not subject to the ad-load time issues.
4. There has been a lot of talk recently about how Google Mobile Adsense will eat everyone’s lunch. One interesting thing to note, initially described by Omar at Admob (http://www.admob.com/), is that Google is passing through web advertisements to mobile. Basically, this means if you are a web advertiser, your ad may run on Google Mobile as long as Google can successfully tanscode your page. This is both disruptive but interesting. It’s disruptive to existing ad providers because it immediately gives Google an enormous ad network with high-paying CPMs; it is interesting because it’s taking a long-tail view of mobile where the mobile web browsing experience will converge with the web experience. Knowing this, I’ve still seen very mixed eCPM numbers from Google Mobile Adsense, some weeks, the numbers have been great, but other weeks, my other ad partners are outperforming by a big margin - I’m not sure why the variance. I also haven’t really seen random ads displayed on my WAP site via Google Mobile Adsense either - it still seems to be mobile targeted ads rather than the entire ad network as they initially announced - maybe, they changed their tune. In any case, Russell Beattie pointed out an interesting find (http://www.russellbeattie.com/blog/adsense-for-mobile-still-not-monetizing-well), where Google may be giving you prioritized WAP page indexing if you use them for Adsense; that would be extremely clever and arguably anti-compeatitve. Remember the WAP index is pretty small compared to the web, you might be on the first page of results against the search word ringtone!
interesting what this says about loading times for ads:
3. Ad load time is extra important on mobile. Because mobile ads are usually server-sided queries (versus Javascript), your WAP page doesn’t load until you’ve received your ads. My buddy Allen Day with TinyTube (http://www.tinytube.net/)wrote an interesting post (http://blog.tinytube.net/2007/10/15/ad-network-qos-part-4/)where he analyzed the response time of a number of different ad networks - see the data for yourself. If it takes a second to request an ad, that means, it’s an extra second on each WAP page load which is a huge user experience issue on a rather slow experience to begin with. Do note, there are some ad providers which display the ad as a URL such as Mophap and thus are not subject to the ad-load time issues.
4. There has been a lot of talk recently about how Google Mobile Adsense will eat everyone’s lunch. One interesting thing to note, initially described by Omar at Admob (http://www.admob.com/), is that Google is passing through web advertisements to mobile. Basically, this means if you are a web advertiser, your ad may run on Google Mobile as long as Google can successfully tanscode your page. This is both disruptive but interesting. It’s disruptive to existing ad providers because it immediately gives Google an enormous ad network with high-paying CPMs; it is interesting because it’s taking a long-tail view of mobile where the mobile web browsing experience will converge with the web experience. Knowing this, I’ve still seen very mixed eCPM numbers from Google Mobile Adsense, some weeks, the numbers have been great, but other weeks, my other ad partners are outperforming by a big margin - I’m not sure why the variance. I also haven’t really seen random ads displayed on my WAP site via Google Mobile Adsense either - it still seems to be mobile targeted ads rather than the entire ad network as they initially announced - maybe, they changed their tune. In any case, Russell Beattie pointed out an interesting find (http://www.russellbeattie.com/blog/adsense-for-mobile-still-not-monetizing-well), where Google may be giving you prioritized WAP page indexing if you use them for Adsense; that would be extremely clever and arguably anti-compeatitve. Remember the WAP index is pretty small compared to the web, you might be on the first page of results against the search word ringtone!