Mobile advertising fulfills
potential with higher CPMs: report
Mobile advertising is living up
to the hype as an effective marketing method, closing the divide with higher
CPMs than desktop, according to a new report from PubMatic.
Marketers now have a better handle
in targeting consumers via mobile through a variety of ad formats, causing the
gap between mobile and desktop to diminish, with mobile seeing 34 percent
higher CPMs than desktop. The report claims that mobile users have surpassed
the amount of desktop users, which gives publishers and brands a bigger, more
personal edge in connecting with consumers on the platform.
"Mobile advertising has
proven to be an effective tool for B2C and B2B players across industries,"
said Michael Becker, managing partner at mCorids. "In a mobile world,
marketers no longer need to buy media but rather they can buy a specific
audience, wherever that audience actually is present across all media.
"They can narrowly target a
specific audience, in-real time, based on any number of relevant
attributes," he said. "For brands mobile advertising helps with
building brand awareness and discovery, acquiring new people, re-engaging and
re-targeting people and driving both online and offline content and commercial
transactions.
"For media publishers it’s
an effective source of traffic generation and revenue."
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