Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

We've heard Pandora CEO Joe Kennedy point out how mobile advertising is booming. And, he's right.According to eMarketer mobile advertising will jump to $5.9 billion by 2016. However, using the hottest orlatest trend, (mobile advertising) doesn't always mean advertisers will get a great return on their investment.In fact, eMarketer has discovered it may be quite the opposite as 40% of all mobile ad clicks worldwide aredeemed invalid.“While traditional TV advertising is limited to pure branding, interactive mobilevideo ads can deliver branding, consumer engagement and sales,” he said.Poorer is the key word. If publishers once lamented that offline dollars turned into"digital dimes" as content and audiences moved to the web, here's what might be keepingthem up at night: Digital dimes are turning into mobile pennies. The effective cost perthousand impressions on the desktop web is about $3.50, according to data crunched byMary Meeker, partner at Silicon Valley venture-capital firm Kleiner Perkins Caufield &Byers. On the mobile internet? A whopping 75¢.The ad experience on mobile phones is challenging for a number of reasons. The smallerscreen sizes make most ads unattractive, privacy settings restrict targeting and shortuser sessions make providing more than one ad in front of a user nearly impossible.Meanwhile, encouraging readers to pay for mobile content has been an equally toughbattle for many media companies. "There's no easy way to push 300 by 50 [pixel] ads andbuild big money off of it," said Mandar Shinde, AOL's senior director of mobile and mailmonetization.Meanwhile, media companies have inadvertently cannibalized mobile pricing by pawningoff ad sales to mobile ad networks. These networks have gotten their hands on mobileadinventory much faster than ad networks did with desktop-browser inventory. As aresult, they have been able to build high-volume businesses that sell mobile ads for pricesbelow what many top-tier media companies such as NBC Sports believe is fair marketvalue.138