Making Gains: Mobile Advertising

The buzz around the industry for the past 15 months has been the role of mobile ads in the marketing mix. My Webcomic client, Trilogy-Media, is a great candidate for mobile ads because of the rich media product they will unveil this month. The product, The Adjusted Webcomic, will introduce a soundtrack to enhance its science-fiction online comic series. Its target market, comic book enthusiasts, are good candidates for mobile ads given the upsurge in sales of mobile devices, from the iPad to iPhones. To promote its product, visual ads in the form of MMS messaging makes the most sense. But with the financial contraints of a start-up marketing budget, the strategy we seek must take cost into account. So our execution will involve finding low-cost mobile advertising through social media platforms, like Google and Facebook. Independent Webcomic publishers that sell banner ads will extend the reach on mobile devices with access to the Internet. So there is no reason to buy separate mobile advertising for small mobile campaigns. But there is a glitch in this process: the analytics. How can you differentiate from the click-throughs whether your prospective customer came from a mobile version of the platform or from a desktop? I suspect there is no way to make that distinction without paying handsomely for it. So for small-budget clients, measuring ROI for mobile advertising is only effective with text or SMS campaigns. One alternative for measuring the effectiveness of mobile advertising with rich-media (MMS) is to run a separate mobile-only banner campaign using one social media platform. Stay tuned.

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