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BizReport : Mobile Marketing : February 01, 2012


Expert: Mobile space becoming more proficient

As the mobile space matures brands are becoming more efficient with their time and budgets. Part of that efficiency is attributable to growing real time bidding options within mobile.

by Kristina Knight

nexage.png"Real time bidding is very viable and it is working in mobile. [Nexage is] seeing 70% month to moth growth in bids and seeing significant growth in advertisers interested in RTB," said Ernie Cormier, CEO and President, Nexage. "In the context of targeting, real time is really the only option for mobile marketers."

But perhaps more importantly mobile is allowing for more small to mid-range businesses to get involved. Thanks to hyper targeting and real time bidding options these smaller businesses can push a bit more budget in to mobile because they have a bit more control over the end result. They key is to put the ads before the right consumers and in the right format.

"If I were a publisher today and wanted to maximize revenue, I'd make sure I could have all three forms of content: display, video and screen sequencing," said Cormier.

Nexage's Private Exchange is one tool some brands are taking advantage of because it ensures brand safety while protecting price and guaranteeing fulfillment of the buys.

"We're seeing a major shift in which the market is becoming more professional and is garnering more proficiency on the buy and sell side," said Cormier. "Marketers are looking for a higher value audience and they have expectations of how campaigns should perform. I think the infusion of rich media is make a marked difference in the quality, acceptance and efficacy of ads."






Tags: mobile ads, mobile marketing, Nexage, real time bidding, targeted mobile data








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