Mobile Media Planning and Buying

Mobile advertising has proven to be an effective channel for brand building, direct response marketing and customer retention. Mobile advertising campaigns are not only effective when executed individually or as part of a unified campaign across a variety of mobile devices and channels, but also as mobile component in a traditional web-based advertising campaign to create a fully integrated multi-channel Internet marketing campaign. The mobile advertising channel is a compelling place to be, and whether you are a seasoned mobile pro or having a first look at how to capitalize on the raft of benefits mobile advertising can offer, Advanced Media Productions is a good place to start with mobile advertising.

Mobile Media Planning and Buying Services

Advanced Media Productions offers a full-service mobile media planning and buying service for SMS and mobile display advertising, which in combination with mobile search, mobile application and game development helps our clients incorporate mobile advertising into their existing online advertising initiatives. Our mobile media planning and buying service allows online marketers and media buyers at businesses, corporations and emerging media companies to target mobile web users when they are on the go and provide value added services to existing social media and online advertising campaigns.

Mobile Media Plan

The first step in mobile media planning and buying is the development of a comprehensive mobile media plan that includes the clients' mobile advertising goals and objectives, mobile campaign strategy, media research, mobile campaign implementation plan and ROI projections.

Our experienced mobile media buying specialists work closely with our clients to develop a mobile media strategy, conduct media research, determine the optimum media mix and ultimately the launch and optimization of the mobile advertising campaign. We use our expertise and our buying power to target the best placement outfits for our clients' mobile media placements. The placement of mobile media is typically executed via direct media buys or through mobile ad and mobile ad exchange networks.

Campaign Goals and Discovery

At the start of the mobile media planning cycle our mobile advertising specialists discuss with the client their business needs, overall mobile advertising objectives and determine the role mobile advertising will play in the mobile media mix and the clients' overall Internet marketing media mix. This will allow us to recommend the most appropriate mobile advertising channels and ad delivery platforms and establishes a road map for successful media buying and campaign execution.

Campaign Strategy

Based on the information we have gathered from the client, we will brainstorm to develop media buying concepts that will serve as a roadmap for our media research and media selection for the campaign. Once we have the clients' approval for our concepts and which mobile media buys to pursue, we develop a strategy for how to conduct our mobile media research, planning and negotiations.

Mobile Media Mix

Based on the clients' goals and objectives, budget and campaign strategy Advanced Media Productions assesses a variety of mobile advertising channels and ad delivery platforms to ensure the most effective and lucrative media mix for the mobile advertising campaign.

Buying advertising on the mobile web is similar to buying display advertising on the PC-based web. Graphical banners and interactive display ads, sold on a cost-per-thousand (CPM) or a cost-per-click (CPC) basis, are the predominant ad units. Similar advanced targeting options, including contextual, demographic, geographic and behavioral targeting options are also available. Other mobile advertising channels that are often part of an effective mobile ad campaign are SMS/MMS text messaging, mobile in-game and in-app advertising. A typical mobile advertising campaign may be using various mobile delivery platforms and tools, including mobile ad networks, mobile ad exchanges and major publisher sites and tablets targeting a variety of mobile devices ranging from featured to smartphones.

• SMS Advertising - SMS messaging campaigns are the most familiar form of mobile advertising. SMS ads are short text ads inserted at the end of a text message. Users can also reply to text messages with a short code-based call-to-action on the ad and click on links to a mobile web page. These ads are limited to 40 characters, but they have the advantage of reaching a large base of mobile phone users, because almost any mobile phone can receive text messages.
• Mobile Web/Display Ads - As with PC-based online display advertising mobile display ads appear on a mobile page, usually one at the top and one at the bottom of the page. Display inventory is purchased based on impressions (CPM) or cost-per-click (CPC). Typical display ad formats include graphic banners, graphic banners with text link and text based banners. The use of rich media ads is currently limited to smartphones because those are able to render those formats correctly. Some publisher sites sell premium mobile display advertising space directly, while others prefer to sell their inventory through a 3rd party mobile ad network or ad exchange, as premium or remnant inventory. As with PC-based web display advertising, planning a buy depends on setting goals around audience size and desired demographics.
• Mobile Video Ads - While mobile video is rising in popularity and mobile devices increasingly have the ability to display video clips, the majority of mobile users are unwilling to shell out cash for watching paid video on their mobile phone. As a result video ad opportunities are still developing and inventory is limited. However, the opportunity to tell a brand story on mobile devices with sight, sound and motion has made advertisers eager to experiment with mobile video advertising.
• Mobile In-App and In-Game Display Ads - Ad inventory can exist inside of mobile applications and games in various formats. Application and game developers increasingly offer this format since they can leverage ad revenue to offer apps free of charge or offset the consumer's purchase price and increase application and game adoption.
• Mobile Landing Pages - Landing pages are an important part of a mobile advertising campaign. They need to be designed for limited scrolling, formatted specifically for small mobile screen sizes and render on the various target mobile devices. Mobile users should not be sent to regular web pages designed for viewing on desktop PC's because those will be hard to navigate, limit user engagement and thereby negatively impacting conversion rates. Through our full-service end-to-end landing page optimization service Advanced Media Productions is able to develop and test landing pages specifically designed and optimized for our mobile display advertising campaigns.

Monitoring, Reporting and Analysis

Mobile advertising campaign monitoring, reporting and analysis provides media buyers, advertisers and online marketers with a good insight in the performance of mobile advertising campaigns. Advanced Media Productions will track the performance of a mobile advertising campaign with direct response metrics and/or ad effectiveness metrics. Direct response metrics are commonly tracked in the form of ad impressions rendered click-thru rates obtained and number of conversions received.

The branding success of mobile advertising campaigns will be measured primarily through ad effectiveness metrics, which measure how advertising exposure has affected the key metrics distributed across the purchase funnel of a product or service. This allows online marketers and advertisers to measure to which degree an ad and brand have been recalled and consumer action has increased.

Contact us or call 1-888-755-5151 for more information.

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Mobile Advertising Networks

Contact us or
call 1-888-755-5151
for more information.