The Time for Publisher Ad Technology Independence is Now
Best Advertise Platform -It’s no secret that we’re living in a mobile world. Everything seems to be trending in a mobile direction in 2019.
In fact, over 52% of all Internet traffic worldwide comes from mobile devices. That’s more than double the percentage of traffic from just five years ago.
As these figures continue to trend upward, mobile advertising is following suit and growing accordingly.
Marketers and publishers have recognized that they need to target consumers with platforms and devices that they are using the most.
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Interstitial ads cover the entire screen. They appear when users navigate from one screen to another. The most important thing to remember with this ad format is that you only display the advertisement after a user has completed an action or task. You don’t want to interrupt them while they’re in the middle of something. For example, a gaming app could have an interstitial ad appear in between levels, as opposed to during actual gameplay.
This is pretty self-explanatory. Video ads are usually fairly short, and typically not longer than 60 seconds. There are two main types of video as.
- In-stream videos — streamed in an app and played within video content.
- Out-stream videos — played on a web page that gets displayed within an app.
Mobile Ad Revenue Models
In addition to the types of ads available, there are different business models for buying and selling mobile ads. I’ll explain the top five models.
With CPC ads, the advertiser gets charged each time someone clicks on their ad. This model is better for advertisers because they only get charged when a consumer is interested enough to make a click.
From a seller’s perspective, CPC can be a bit risky. Publishers are potentially giving away impressions for free with this model.
Advertisers are only charged when clicks turn into an app install with the CPI model. This is one of the most important metrics for marketers to track. App installs can translate to customer acquisition costs, and ultimately determine the ROI for these ads.
CPA is similar to CPI, but it’s a bit more advanced. Advertisers are charged for certain actions, such as signing up for something, submitting a form, subscribing, or making an in-app purchase.
CPM is based on how many times the ad is shown. This model is best for publishers because they get paid even if the user doesn’t click or perform an action. Typically, the charge is per 1,000 times an ad is shown.
While this safe revenue for someone selling ads if they have lots of traffic, it limits their opportunity to make more money. If that ad sparks lots of interest and leads to clicks and installs, the publisher won’t be rewarded for those additional actions.
CPV is for video campaigns. The cost is based on how many times a video ad is viewed. This advertising model is becoming increasingly popular. As we previously mentioned, the US is expecting to see a 64% increase ($16 billion to $25 billion) in mobile video ad spending over the next three years.
Mobile Ads Targeting
There are several different ways for advertisers and publishers to display mobile ad campaigns designed to reach a specific audience. Failure to reach the right audience will obviously impact the results of your ad. These are some of the most popular ways to segment mobile ads.
- Gender — Narrow down mobile users based on their sex.
- Device — Target users with specific hardware requirements and screen sizes (such as smartphones vs. tablets).
- Geographic — Reach mobile users in a specific region that’s relevant to the ad.
- Operating System — Run ads on devices with a specific OS.
- Carrier — Target mobile users on a specific carrier plan (Verizon, ATT, Sprint, etc.).
- Connection Type — Target devices based on connections such as 3G, 4G, LTE, or WiFi.
- Interests — Advertising networks collect data about mobile users. You can use that data to target users who have specific interests related to your brand or campaigns.
Targeting mobile ad consumers properly is crucial to the success of your campaigns.
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