Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Using the Web on a desktop, laptop, or even a tablet, isn’t likely to feel as tightlybound to our personal selves. Much Web content is mass media, broad in reach, andthat’s good for the advertising business because users do not treat the accompanyingads as an intrusion into their personal space.“Media consumption is less personal than, say, a Facebook page, a text message or aphone conversation,” says Mr. Lanctot of Razorfish, “and so historically is bettersuited to be ad-supported.”MR. LANCTOT mentions three companies that are doing well with mobileadvertising: Pandora, Twitter and Foursquare. But each of these is fortunate to be ina business where it doesn’t have to contend with “banner blindness” among users.Pandora inserts audio commercials into its music stream, Twitter puts sponsored adsinto tweet streams and Foursquare lets advertisers try out geofencing.“The advertising on all three is a very natural part of the user experience,” Mr.Lanctot says. “It’s not intrusive.”What doesn’t make his list is the smartphone’s minuscule display ad.Digital advertisers working with smartphones must somehow make theirads large enough to be noticed, but not so large as to be an interruption.And they must be chosen to match a user’s interests, but not so closely asto induce a shiverDisplay Ads' Dubious In-View PerformanceSEPTEMBER 7, 2012Inventory bought via networks, exchanges most at riskAre media buyers really spending half of their display ad budgets on wasted impressions?According to second quarter findings from AdSafe Media, perhaps. The ad verificationservice provider found that less than half of the ads worldwide purchased on adexchanges, networks and publisher sites that passed through its system were in-view.Ads bought direct from publisher sites were in view the greatest percentage of the time.AdSafe Media defined in-view impressions as any impression that had 50% or more ofthe ad unit visible for one second or more. Note that after 15 seconds, just 21.1% of allpublisher impressions were considered in view, compared to about 16% of ad networkand exchange-purchased inventory.193