“The debate over the value of mobile advertising typically focuses on what effect, if any, it has on brand lift, sales and getting consumers into stores,” John McDermott reports for Advertising Age. “But advertisers have been wasting money on mobile in the literal sense because a significant portion of the ads they’re paying for never properly display on devices.”
“Now, networks and publishers are being pressured to more accurately report how well they deliver ads in an attempt to legitimize the industry and increase mobile-marketing spending,” McDermott reports. “Apple’s iAd earlier this month became the first major mobile-ad network to be fully accredited by the Media Ratings Council as adhering to the standards the Interactive Advertising Bureau and Mobile Marketing Association jointly released earlier this year.”
McDermott reports, “During the auditing process, iAd demonstrated accurate reporting of impressions, taps, tap-through-rate, visits, views, views-per-visit, average time spent, conversions, unique devices and unique device visits. Apple said its mobile ad network is more streamlined than others and that it only charges for ads that fully render on users’ screens. ‘We were favorably impressed with the range of metrics that iAd provides and their quality,’ David Gunzerath, senior VP and associate director of the MRC, said. ‘It gives the buy and the sell side confidence that the measurements are accurate and can be relied upon as currency.'”
Much more in the full article here.
[Thanks to MacDailyNews Reader “Bengaluru” for the heads up.]
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Well there goes half of Google’s Ad dollars. Google’s been falsifying every one of those metrics from day one.
When I pay full price (unsubsidised) for an iPhone / iPad, I’d like someone to ask me if I want to be bombarded with mobile ads on my device(s).
I want an option to turn off all ads on the devices I buy.
Whilst I see your point, and it would be shameful to have ads at an OS level, like Microsoft and others do, it is totally unreasonable and illogical to expect every free app you download and every free website you visit be ad-free just because you’ve bought a phone. The developers and creators of those actually need to make a living, and they certainly aren’t going to get any money off Apple just because you’ve bought an iPhone.
I think a more reasonable point to make is that if you pay for an app, then you shouldn’t expect to see ads. Or if you pay a subscription to a certain website or publication, you shouldn’t expect to see ads. But to say that your mobile experience should be completely ad-free just because you’ve handed over a couple of hundred dollars to Apple is just silly.
And you want that for your computer in Windows or OSX too? If you want to turn off ads, don’t run the Apps with ads. It is simple. The phone is more personal so your first reaction is expected. Even though ads can be irritating they are what is powering the free web and some free Apps. Apple can’t turn off ads for you, it would unlawfully cut off devs from what is putting food on their table. I think there is a control for iAds though. But that is Apples own network.
Very nice.
I have not seen or heard much about iAd since it was launched. A one point unthought Apple would fold the attempt. I’m glad they didn’t. I think they can be a major player on iOS. But they need to step it up I guess. You never hear anything about iAd. I have never seen an iAd either. I have seen it mentioned like 2-3 times in the update notes of my thousands of Apps. I guess it is rare. I hope they step up the effort.