At the HasOffers Postback event held in Seattle this week, Fred Shu of Manage.com, Paul Cushman of Drawbridge, Hanno Fichtner of Applift, Paul Longhenry of Tapjoy and David Diaz of SponsorPay speak on the evolution of the mobile ad network.
The panel covered where the market was in the mobile ad network space a year ago and where they are today. Here are my key take-aways from this discussion.
- A year ago bundling was the biggest thing in mobile, specifically in gaming, and this year “gifting” is the hottest thing. This has been beneficial because the user doesn’t feel they are being disturbed, they feel it’s just part of the game.
- Banner ads don’t really work (as multiple people have said), so more creativity is seen right now in full screen formats of marketing.
- Get rid of 350 x 250 banners and focus on 320 x 480 and other “mobile” friendly, larger sized banners that impact a larger part of the screen. These still have up to a 21% conversion.
- The use of bots has decreased significantly and competition has increased exponentially across the board. Segmented targeting is becoming more prominent.
- Anything that has ROI positive campaigns is what people are focused on, which right now seems to be happening most in androids. (more…)