Dive Summary:
- Magid Advisors President Mike Vorhaus writes at USA Today that critics of advertising's future on the mobile Web should not confine their definition of ads to the strategies used on desktops.
- Video mobile ads offer a unique opportunity, Vorhaus explains, and can deliver CPM's at rates as much as 50% higher than non-video ads.
- Location-based mobile ads, meanwhile, offer better opportunities to coupon- and deal-oriented ads, while tablet ads (also mobile), demanding premiums of up to 70% on the iPad over smartphones, according to a Goldman Sachs report.
From the article:
"... First of all, not all ads on mobile have to be little banners and boxes. A huge number of consumers are watching video on their tablets and a considerable number are watching video on their smartphones. This content can all come with VIDEO mobile ads – which are much more engaging than little banners. Furthermore, video ads come with higher CPMs than non-video mobile ads – in some cases mobile video ads will get a CPM readily 50% more than a non-video ad. ..."
