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Posts in Mobile Media Buying

07
Sep
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You may not know the name Erwin Ephron, but if you’re a marketer, you certainly know his influence on marketing and media planning.  Ephron, a highly influential media planner and consultant, left behind a legacy of marketing best practices that are still relevant today.  Certainly you’ve had to figure out where best to place your ads so that they are exposed to the most people; or you’ve danced the line of how many ads you will need so that your desired audience sees the ad often enough to remember but not so much that they grow weary.  How to effectively …

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18
May
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Did you know 70% of the email messages marked as spam by users are actually legitimate marketing messages? Your spammy exterior just may be hiding stellar copywriting, beautiful images, and money saving offers. To be fair, some of this is beyond our control. Research shows a lack of understanding by many as to what truly constitutes spam. For example, 72% of email users will report a message as spam if they simply don’t want to receive it, even if they opted-in to receive the messages previously and even when there was an unsubscribe button in the message. Or, don’t you …

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04
May
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Trivia time: If you had to guess which mobile device is most popular for watching and interacting with entertainment content is it a laptop, smartphone, or tablet?   Smartphones, as it turns out lead the pack, but not by much. A recent mobile ad study found that all three mobile devices score very closely when it comes to preferred digital device usage. This phenomenon has been coined by marketers as screen or device agnosticism, users are becoming less loyal to a particular device for media consumption. What the study tells marketers is that your marketing has to be agnostic as well. Minimally, …

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13
Jan
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Added value is that awesome, many times free, media that you have the opportunity to receive with your media buy.  Media vendors don’t always reveal these opportunities, but many of them are available if you are willing to ask and sometimes haggle a little. A good media buyer will enhance your media budget by providing added value to your campaign. But if you’re doing placing on your own, here are some inexpensive added value options to ask for: 1. Sponsorships You’ll see this in radio and TV buys. These are the 5 to 10 second mentions right before or after the weather …

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30
Jul
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Last November we wrote a blog post about viewable ads and  the IAB's effort to standardize online ad and video viewability measurement. At the time we published they'd set a guideline for ad sellers to follow, but how many actually did. Ad Viewability Measurement Initiative: A Brief Background At the time ComScore research had found that almost half of served ads on websites weren't viewable. This is troubling for media buyers and advertisers who pay for served ads that were ultimately not viewable. This prompted the initiative, "Making Measurement Make Sense (3MS) which established the "viewable impression" standard. The requirements mandated by the Media Rating …

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24
Sep
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Industry experts predict that out-of-home advertising will exceed $40 billion by 2018, primarily due to more digital integration. Part of this expansion comes from marketers who are finding innovative ways to combine mobile and traditional outdoor media buying. Their work is connecting with consumers in entirely new ways and creating compelling out-of-home advertising experiences. Read on to learn how combining mobile advertising and an outdoor buy could offer your company similar opportunities. Making a Call on Mobile and Outdoor Digital advertising on mobile devices gives marketers several advantages: It's popular right now among a wide variety of demographics. More than half of consumer time …

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