A look at challenges that ad networks must overcome to deepen advertiser and agency relationships.
Could it be? 2011 might finally be the year that advertisers overcome their trepidation regarding mobile advertising. And they should, thanks to the opportunities that this most personal-of-devices offers to execute both branding and response campaigns. But even with today's "superphones" capable of video, local, and more, there are still significant barriers to executing a mobile strategy.
A Forrester Research report this year predicted that marketers will finally allocate real dollars into mobile, with an estimated $1 billion in spend for mobile display and search advertising by year-end. Overall, Forrester expects that marketers will become proficient at leveraging mobile marketing channels to generate leads and drive sales.
So do you want the good news or the bad news?
Executing against buyer needs still poses significant challenges in a mobile environment:
Ad networks that can help overcome these challenges stand to benefit from a cross-channel sales appeal that can deepen advertiser and agency relationships and enable more exciting customer engagements.
But all isn't lost in mobile for ad networks. There are also a number of opportunities that exist right now and can be leveraged by smart media professionals:
Overall, the opportunities in mobile advertising will outweigh the challenges for the most innovative ad networks. And while 2011 might actually be "the year of mobile," in the coming years, a proper understanding of the media and ability to execute technologically will be a requirement for anyone in the display advertising ecosystem.
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As SVP of product at AppNexus, Ari is responsible for driving the strategy and product development of the industry's most advanced, real-time ad platform. A well-known and respected member of the online advertising community, Ari brings over 10 years of experience developing leading rich media and online advertising solutions. He joined AppNexus from the Nielsen Company, where he served as EVP of product for Nielsen Online. Prior to that, Ari served as a product leader for DoubleClick and Google, managing the DoubleClick buy-side suite, including DART for Advertisers, DoubleClick Rich Media, DoubleClick Video, and related products.
Ari received a BS in marketing from Georgetown University and an MBA from Columbia University.
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Wednesday, July 23, 2014