Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Furthermore, video ads come with higher CPMs than non-video mobile ads – insome cases mobile video ads will get a CPM readily 50% more than a non-videoad.The key point is each platform – PC/laptop, tablet, smartphone, connected TV,etc. – has different types of ads. Radio ads are different than TV ads are differentthan newspaper ads are different than billboards. You get the point.So mobile ads will be different than Web ads on your PC. Smartphone ads will bedifferent than tablet ads. What has worked on the Web with advertising will notbe directly replicated on mobile. Ads will look and act differently on mobiledevices than on the Web on PC.Secondly, we are in the very early stages of mobile advertising based on location.Geo-location ad targeting may well turn out to be a profitable marketplace foradvertisers particularly those offering coupons and deals. Certainly manyadvertising executives and marketers talk about this a lot and have indicated to usthat they intend to explore this area deeply.Thirdly, not all mobile devices are small – remember tablet devices areconsidered mobile devices too, not PCs, and traditional online advertising looksgood on tablets and does not have the "smallness" problem of smartphone mobileads. Furthermore, tablet ads are getting a premium relative to smartphone ads.MoPub indicated in a recent release from Goldman Sachs that iPad ads had a 70%premium over smartphone ads.In this current year, U.S. consumers are using about 10% of their mediaconsumption time on mobile devices, yet advertisers are spending only 1% oftheir ad spend on mobile. This reminds me of the early days of the Internet when Iwas working with AOL, Excite and other major dot.coms. For years there was ahuge disparity in the amount of time consumers spent online vs. the tiny amountof advertising money spent online.Now, today, that gap has closed and consumers are spending about 26% of theirtime online and 22% of the advertising dollars in the U.S. now go to Internet sites.The Internet ad spend vs. consumer time spend closed and I believe mobileadvertising revenue will rise and close that gap too.Mike Vorhaus is President of Magid Advisors. Magid has a professionalrelationship with Gannett, the parent company of USA TODAY91