Comments on: Why the critics are wrong about mobile advertising

By: Crane Rental company MS

Crane Rental company MS — Mon, 03 Dec 2012 21:56:28 +0000

This industry is still in it’s infancy. We haven’t even converged on a common type of screen. We’re acting like it’s those ads that popped up in Total Recall for Arnold as he walks around. Just look at the gaming industry and how it’s affected by the mobile gaming market. things aren’t just changing they are hyper evolving. which really aggravated me to see Apple sue Samsung for that crap. The only thing that’s going to happen is the cost is going to be transferred to the consumer, and then it will slow the progression of tech adaptation to our lives. Customers lose.

By: Adrian Martinez

Adrian Martinez — Mon, 03 Dec 2012 20:44:57 +0000

Mary Meeker’s breakdown is the benchmark to see the sheer volume of this medium, smartphones/ tablets . Facebook is still in it’s infancy as well.

By: Adrian Martinez

Adrian Martinez — Mon, 03 Dec 2012 20:43:23 +0000

Good point. It’s super early in the learning curve that is the new reality of Tablets.
There used to be dozens and dozens of Auto Manufacturers , Train Co.s . Eventually the benefit oriented , higher quality platforms win out.

By: MB

MB — Sun, 02 Dec 2012 22:39:28 +0000

Decent arguments made here until you get to the issue surrounding targeting. You over simplify the difficult task of marrying display cookie data to mobile devices, or even collecting and utilizing cookie data on mobile platforms all together. Mobile technology is fragmented and disparate especially in comparison to display; take mobile web vs. in-app technology, content consumption and data. Also, you make the point of saying that mobile is diffident from display when it comes to execution and user interaction. Agencies and advertisers are beginning to see this difference and this difference means that planning and strategies need to be different for mobile. An RTB does not address any of this and frankly does not do a good job of providing descriptive and predictive data modeling for mobile as there just isn’t any real scalable data for the mobile platform. Users clearly utilize and consume mobile very differently than traditional digital display, therefore it is sound to reason than new data and new measurement is required, which is not found cross channel and certainly not at an RTB, which btw is really used to drive efficiency not valuate data to justify any data premium.