Mobile Advertising | Page 5 | MMA / Marketing + Media Alliance

Mobile Advertising

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Unprecedented access to quality mobile audiences

via OpenX Market Real-Time Bidding platform delivers improved ROI for advertisers and publishers

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By Inbar Chap, Co-CEO at DSNR Media Group

According to research firm, eMarketer, 70% of companies plan to expand upon their mobile marketing budget in 2013.

As the mobile advertising audience has grown, so have all the different ways to segment and target mobile users. There are more options now than ever for planning, tracking, and adjusting campaigns to continuously improve results.

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While just beginning to realize its potential, mobile advertising is already being plagued by click fraud and a lack of transparency. As more and more digital advertising dollars are moving to mobile, irrelevant clicks are becoming a serious issue.

Gartner predicted that mobile advertising will grow to $20.6bn (£12.9bn) in 2015, up from an estimated $3.3bn in 2011. In addition to the sheer growth in mobile advertising traffic, click fraud has high impact for mobile advertisers since they primarily pay for traffic per

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The boss of PC/mobile ad network DMG shares her mobile-marketing expertise and gives us an insight into what’s happening in the mobile-tech hotspot Israel.

Inbar Chap is deputy CEO of Israel-based PC, mobile and social advertising network, DMG Media Group. Chap led the company’s move into mobile marketing. Today the DMG runs mobile campaigns in 195 countries in 25 languages.

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Marketing is both an art and a science. Nowhere is this more evident than in split testing—a scientific approach to the art of advertising.

Split (or A/B) testing is a tried and true method to optimize the strength of your marketing campaign. It’s a simple experiment: two approaches are measured against each other to determine which is most effective.

Traditional split testing can be impractical, expensive, and take months for conclusive results. With text message marketing, split tests can be run at a fraction of the cost and yield almost immediate results.

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