Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

uild big money off of it," said Mandar Shinde, AOL's senior director of mobile and mailmonetization.In general, advertisers haven't specially prepared their messages for mobile and areretrofitting what they know from desktop-web marketing -- with some uglyconsequences. As Mr. Wasef and several other media executives noted, one doesn't haveto look far to find big brands whose campaigns and ad experiences aren't optimized forthe phone. Often they link to broken pages and frustrate users. (On one major mobilepublisher's app, this reporter was greeted by an ad for a retailer that sent him to awebpage with an error message; another ad from a popular beauty-products companydirected people to a Facebook mobile log-in.) Accidental clicks on touch-screen phonescan also add to user frustration.CANNIBALIZING PRICINGMeanwhile, 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.―There‘s probably no product category that fits mobile on a content basis better than radiobecause the screen‘s very little, it goes dark as soon as you turn your head,‖ Clear Channel CEOBob Pittman says. ―But it continues to give me audio so I think we‘re tailor made for it.‖Will „Useless‟ Clicks Really Cost Mobile Advertisers $6Billion+ by 2016?by Annisa Farese, September 21, 20128 CommentsAs mobile advertising continues to find its place in the hearts and minds of both consumersand advertisers, the question of ROI remains paramount. So news that a substantial numberof mobile ad clicks are in fact ―useless‖ could cause increased hesitation in the marketplace.A recently released study from mobile app marketing firm, TradeMob, claims that 40 percentof mobile ad clicks are in fact ―useless.‖ Their definition of useless combines those sufferingfrom fat finger syndrome (22 percent) as well as fraudulent clicks from botnets or hiddendouble banners (18 percent).176