Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

The YP study aggregated 1.5 billion monthlygeotargeted ads for the study. The YP Local MobileDisplay Network reaches 11 million mobile uniquevisitors per monthSmartphone Ads and Their DrawbacksBy RANDALL STROSSPublished: September 15, 2012AT two inches wide and one-third of an inch tall, a display ad shown on asmartphone isn’t much of a canvas for a creative marketer seeking to promote aproduct or service.Enlarge This ImageJohanna GoodmanThat’s one reason smartphones are not working well as a medium for manyadvertisers. The evidence is telling: advertisers are willing to pay much more toreach a thousand pairs of eyes gazing upon a computer or tablet than a thousandpairs looking at a smartphone screen.“Size absolutely does matter,” says Christine Chen, director of communicationstrategy at Goodby Silverstein & Partners, an ad agency in San Francisco. “If you lookat the real estate available on a smartphone, it’s really sad compared to not justbanner ads on the Web, but also to TV, print and outdoor advertising.”Size isn’t the only problem. Advertisers are also limited by what they can find outabout smartphone users. It’s not technically possible to use cookies with smartphoneapps the way it is with a browser. On the Web, publishers typically record users’actions so that advertisers can make an educated guess about a user’s identity andinterests.“What makes Web ads so attractive to advertisers is the ability to track actions andoptimize accordingly,” Ms. Chen says. Because a smartphone cannot use the sametechnology, she says, “your ability to track and optimize is much more blunt, or insome cases nonexistent.”191