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GameHouse Partners Blog

A research report, published by M&C Saatchi Mobile, argues that “The Era of Cheap Mobile Advertising is Over.” In the early days of mobile advertising, companies and app developers could use ad networks to reach lots of mobile device users relatively cheaply.

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Mobile advertising is not just for app developers, technology companies and start-ups – it’s becoming part of the marketing mix for some of the biggest and best-run organizations in the world. Big brands like Target, Coca-Cola and American Express have recently invested in mobile advertising campaigns.

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In a recent article in Slate, technology writer Farhad Manjoo argues that web developers should stop designing websites for the desktop and start designing with a “mobile-first” design strategy. As mobile devices become more popular and take on a rising share of overall web traffic, people are going to become increasingly impatient with websites that are not optimized for a mobile experience.

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Mobile advertising is receiving an increasing amount of media attention and hype – and while we’re as enthusiastic as anyone about the opportunities of mobile advertising, it’s important for new mobile advertisers to be aware of the limitations of this medium as well.

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What is your business hoping to accomplish by buying mobile ads? Chances are, the first word that comes to mind is “sales”, either in the form of app downloads or the sale of actual products. While it’s true that making more sales is the ultimate goal of advertising, there are other ways to measure the success of a mobile advertising campaign that go beyond sales.

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According to a recent Nielsen Mobile Insights study, there is a slight discrepancy in smartphone ownership between various ethnic and racial groups. Based on recent survey data, minorities are more likely than white people to own smartphones.

For example, the study found that 67% of Asian American mobile subscribers owned smartphones, along with 57% of Hispanics and 53% of African Americans.

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A recent blog post from an investor named Jean-Louis Gassée raised some provocative questions about the future of mobile advertising, and suggested that mobile ads are never going to work as well as print and online display ads, and will never be as lucrative for advertisers and publishers as these older forms of advertising.

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Mobile advertising is one of the fastest-growing industries in marketing worldwide, but along with looking ahead to our bright future, it’s worth reflecting on where we’ve come from and how we go to this point. Think we missed an important milestone?

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More mobile apps are appearing on app marketplaces with each passing day, but despite the enthusiasm for mobile apps among consumers, the media and the app developers themselves, many app developers are struggling to find a way to make money from their creations.

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Getting started in mobile advertising and mobile marketing can seem like a daunting prospect, with a universe of new terms and buzzwords. But despite the new vocabulary, many aspects of mobile advertising are not as complicated as they seem. Once you become familiar with the terminology and parameters of mobile advertising, it’s easier to see the ways that this new media format can help your business grow.

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