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Mobile Market Assessment (3)

02-01-2013 05:55 PM #1 peteperclick (Member)
Mobile Market Assessment

So I feel that the mobile forum has been a little quiet lately. This market has really taken off and we've already seen our share of changes within due to carrier regulations, LP requirements, etc.

Lets get a group discussion going on what trends you've noticed in the last 6 months and where you think the opportunities/challenges will be in Q1-Q2 this year.

I'll start with a short list of what I've noticed:

- Significant increase in mobile traffic costs (still cheap traffic out there but harder to find)

- Increased traffic fragmentation due to about 100 more mobile networks joining the fray

- Tighter regulation of certain offers, especially carrier-billing

- New opportunities in emerging international markets (India, Africa)

Another thing I'd like to note is that smartphones have gotten significantly bigger, but the general ad sizes have not.

http://www.phonearena.com/news/Avera...he-way_id35634

I would like to see more networks offering 640x100 sized ads as admob did to compensate for these bigger screens and higher resolutions. One of my best performing creatives last year was a 640x100, the CTR was crazy high compared to its 320x50 counterpart. I'm assuming the cleaner resolution was more appealing to click and actually fit in-line with the rest of the high resolution display.

I'd love to see what other people have noticed and where we can go this year. Despite the negative aspects, I still think 2013 will be an amazing year in mobile if you can get creative and take advantage of this opportunity.

Thoughts? Opinions? Let's kill it this year!

02-01-2013 11:43 PM #2 The Angry Russian (Moderator)

Main trend we're seeing is how even ad networks are becoming commodities. There are more and more DSPs focusing on mobile allowing for quicker deployment and testing. Data about what targeting is working is going to be even more important than ever as things get more competitive. Just my .02

02-01-2013 11:50 PM #3 deondup (Member)

my 2c...

- Significant increase in mobile traffic costs (still cheap traffic out there but harder to find)
Not so sure about that. I think that IAB reported a 2-3% increase in prices in the last quarter. There's still a huge increase in volume which keeps costs low.

- Increased traffic fragmentation due to about 100 more mobile networks joining the fray
Most networks actually sell the same traffic - especially for Apps. The fragmentation is more in new ad formats like Geo-specific, Push, Video ec.

- Tighter regulation of certain offers, especially carrier-billing
This actually came from Co-reg and the carrier regulations that are now in place was set after they cleaned up co-reg

- New opportunities in emerging international markets (India, Africa)
These markets still have very low value and is unlikely to become very lucrative. The CPC/CPA rarely makes good sense. South America and Middle East probably has the biggest opportunity

Phone sizes - yes, Android has some very clunky handsets. There is a point where it actually becomes more like a tablet than a phone. Some networks will actually scale you ads to fit the display of the phone, but this definitely affects CTR/cost. Kindle's ad sizes (600x90) should be adopted by some of the bigger handsets.

2013 will see mobile mature more.
Most of the rogue behavior by advertisers and publishers will be dealt with/eliminated.
Tracking will improve greatly.
I think push traffic is likely to come under fire again at some point this year.
RTB will grow a LOT in 2013 - especially as mainstream sites grow in mobile
Facebook mobile will be a major part of mobile advertising (not necessarily for affiliates due to high prices)
Windows Surface will take over the iPad (just kidding - I think it will die before the year is over)

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