Recently Jumptap’s Joey Ramer had a piece on Mobile’s Unsung Hero featured on Mediaweek. In his piece, Ramer argues that mobile advertisting is changing towards a performance-based model focused on ROI. Just as the PC world moved to keyword targeted ads, Ramer predicts the mobile world will do the same. Jumptap and a few others are leading the way, offering keyword targeted mobile advertising campaigns. Despite the lack of fancy graphics, these campaigns have shown an improved ROI and also increase the advertisers’ understanding of the user, compared to impression-based models. Ramer’s leaves us with this prediction:
“Combine our current economic environment with explosive growth in mobile and lagging advertiser participation, and you can expect to see similar tectonic shifts in mobile.”
Continue reading “Mobile’s Unsung Hero” at Mediaweek
