Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Facebook.Stock has climbed from under $19 to $27 per share on the news that 14% of advertisingrevenue now comes from mobile and that they are planning to launch a mobile adnetwork. A new eMarketer mobile revenue estimate indicates revenue is growing. Thereason they have been successful is that they are creating units that are minimallyinterruptive. A user scrolling down on their Facebook feed quickly learns that simplytapping down on an ad for a brand page their friend has liked doesn't interrupt theexperience.That optimism should be tempered. 120x20 pixel banner ads will still suck—no matterwhat data is used to target them. Facebook could deploy the same minimally interruptivead units that are working in their app across the mobile web, but marketers are becomingwise to the fact that their ability to reach their brand fans is diminishing. Meaning they'llbe willing to pay less.Native Mobile Ads.Foursquare got some bad press recently when people found out there are only ten millionor so active users on the platform, but ask Walgreens social media manager Zach Westand he'll tell you customers redeeming coupons delivered through Foursquare at theregister "consistently exceeds our expectations."Look for other native ad units to find their way into your mobile ad strategy. Those thatprovide value to consumers will be the ones that prevail—even if that value is just acoupon.114