Dive Summary:
- Onswipe's Zach Kubin writes for Venture Beat, discussing mobile marketing in apps vs. browsers, based on Pew findings that apps users are more likely to be engaged in gaming, photo sharing, productivity and social networking activities.
- Kubin argues that mobile advertisers should focus on browser-based opportunities because they offer the best venue for reaching tablet users.
- He also writes that apps focused on news and information tend to reach mobile power users and may limit ad exposure.
From the article:
"... Now that companies are paying much closer attention to their mobile web experience, they have turned to overlaying ads on top of content, creating a parasitic experience where the ad and content have no relationship to each other. So the challenge for brand marketers is to find places where the ad and web experiences are more tightly integrated. Relevant ads need to be created for specific mobile web experiences in a completely viewable, above the fold environment that is consistent with the brand. ..."
