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Maximizing Revenues in Mobile Advertising

Posted by: Rod Kurtz on August 23, 2007

A recent study conducted by Harris Interactive and Ingenio revealed that more than four out of five U.S. adults own a mobile phone compared to only about seven in ten who have a landline or home phone. The trend toward abandoning landlines presents a unique advertising opportunity for the mobile platform and particularly for the small business market.

So, what are the most effective ways for small businesses to take advantage of mobile advertising in order to drive awareness and generate revenues?

• Look beyond the click. While the pay-per-click model has been proven effective for businesses advertising online, advertisers should look at the coveted call, rather than the click, as the sweet spot for mobile advertising. One good option is implementing a pay-per-call advertising program, which provides low risk and high return on investment.

• Be relevant. Survey results show that the most favorable response was garnered by sponsored text links that appear as a result of an Internet search, confirming the value of returning ads relevant to the consumer’s search query. In order to capitalize on the mobile consumer’s level of intent, small businesses should direct their ads to appear based on a consumer’s mobile search term and location.

• Have a voice. Small-business advertisers can leverage the unique opportunities that only the "unwired" mobile medium can deliver. Interestingly, the survey found that audio ads that play instead of a ring tone when waiting for someone to answer a call garnered the next most favorable response.

So, what do these findings tell us? The mobile advertising platform is ready to enable small businesses to reach consumers at the point of decision. It’s up to us as an industry to serve up ads in a format that enhances, rather than detracts from, a customer’s mobile experience.

Marc Barach
Chief Marketing Officer
San Francisco

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