Dissatisfaction with CPM rates and the ability to accurately measure mobile advertising served as the points of consensus for a group of ad execs speaking at the Digital Media Measurement and Pricing Summit in New York on Tuesday. But at least on CPMs, there’s a little less reason to complain these days, as prices have started to come down. As for obtaining worthwhile measurements, which would encourage more spending from marketers, that may take some more time. Some of the points raised by the panelists:
— Back to the future: In terms of gathering and analyzing audience stats, mobile advertising currently resembles the stage online ads were at earlier this decade, said Amanda Richman, SVP, MediaVest’s director of Digital Services. Marketers are “trying to reapply traditional measurements to mobile. Agency people need to try to reinvent the buyer/seller relationship. But right now, it’s ‘back to the future’ and marketers are counting the mobile audience they way they used measure online. When online ads first got off the ground, marketers looked to TV as the model for counting and understanding the audience. And the answers were always unsatisfying.” Eric Bader, co-managing director for mobile marketer Brand in Hand and MediaVest’s previous digital director, added that the trick to getting better measurement entails finding a secure spot between two goal posts: that requires “staking out measurements that marketers are comfortable with [at one end] and presenting new ways of gathering and using data [at the other]. But trying to mix old and new together doesn’t work.” The panelists agreed that major improvements in audience analysis remain about two years away.
— Back to reality: In the past six months, carriers began to recognize that charging high, $50 to $70 CPMs for mobile ads was getting them nowhere. The panelists agreed that the “normal range” for CPMs is between $35 and $40. One reason the prices have come down so quickly is because there
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