NIELSEN SAYS MILLENNIAL MEDIA HAS THE BIGGEST MOBILE AD NETWORK IN THE US, MAYBE: the research firm released a list of the five mobile ad networks with the biggest reach in the US, but with the caveat that it’s not standing behind the list with much confidence. Nielsen says it’s difficult to measure reach with any real accuracy because publishers may use multiple networks on their sites, and if a publisher appears on a site at all, they’d get credit for all its visitors. Furthermore, the data came from the networks themselves, rather than an independent source.
That said, the ranking of ad networks according to potential monthly visitors is:
1. Millennial Media: 45.6 million
2. Third Screen Media: 28.6 million
3. AdMob: 25.7 million
4. MSN Ad Network: 25.4 million
5. Jumptap: 23.4 million
6. Quattro Wireless: 23 million
The bottom line: Nielsen’s warning makes it hard to put a lot of faith in these numbers, but as the company itself pointed out, overall, they illustrate the reach mobile ad networks can now offer, alongside all of their other benefits like effective targeting. So, in some way, having the biggest reach isn’t as important as having the right reach – that is, targeting the correct audience – for each advertiser.
ADMOB TO SERVE UP ITS 100 BILLIONTH AD sometime over the weekend, the company said in an email. It’s certainly a big number, reached in three years or so, and the company says it’s now serving more than 8 billion impressions per month across its network. Source
The bottom line: Admob continues to grow its number of impressions, but as the above point indicates, it’s not all about quantity. Establishing significant inventory is important, but going forward, that won’t be an issue, as the previous point shows. Effective targeting and other enhancements will be key to unlock the real potential of mobile advertising.
MARKETERS ARE STILL SKEPTICAL ABOUT TWITTER, with just 8 percent saying they think it’s a “very effective” promotional tool, while 50 percent say it’s “somewhat effective”. Consumers feel the same way, with half of them saying it’s “not that effective” or “not at all effective” for promotions. Source
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