In our previous post, we looked at five things to think about when selecting a mobile ad network. Today, we bring you the remaining five. Get your copy/paste skills ready – you’re going to want to take note for your own personal checklist!
There are several well-known players in the mobile ad network game (go ahead and Google if you want, we’ll be here). But how do you even begin to pick one? Market share, overall traffic, inventory, and price are important characteristics to consider. But in addition to the number of firms increasing, the very rules of the game seem to be changing too. With advances in technologies and other shifts, how can you choose the mobile ad network that is right for you?
We’ve got five more to-think-abouts as you choose (feel free to check out the first five, too).
Analytics and Reporting Specifics
It probably comes as no surprise in this age of big data, but mobile analytics and reporting are crucial to your success. Look for a network that has a simple to use interface so you can access key performance indicators like eCPMs quickly. You’ll also want to know the types of metrics available, what format they’re delivered in, and if your developer can work custom integration magic on them.
When you know how the data is going to look, and are sure it’s user-friendly for you and gives you the insights you need, you’ll be on your way to understanding how your ads are performing.
Of course ad-blocking software is nothing new, especially for desktop users. In fact, according to recent article, as much as 29% of iPhone users already use ad-blockers. But it’s new for mobile. Just last week Apple announced mobile ad-blocking for their new version of iOS, one of the most widely used mobile operating systems in the world. The Huffington Post has gone as far as to call Apple’s move a “frontal assault on [its] arch-rival Google,” considering the loss of traffic for Google’s own AdMob network.
If knowing how much of your inventory is lost to ad-blocking software is important to you (and it should be knowing this helps you better manage ads being served to both browsers and devices), look for a mobile ad network that provides this info in their reporting. Plus, seeing how a particular network deals with such an issue can tell you a lot about their approach to other problems.
Formats and Platforms
There are so many ways to show mobile ads to users – from in a browser like Safari to within a mobile app itself. As a publisher or an advertiser you’ll want to know how your mobile ad network handles specific formats like banners and native advertisements (aka ads that match the context in which they appear) so you can choose the right ads for each format.
But different platforms (iOS, Windows, Android, not to mention all the devices) make this issue a little bigger. You’ll want to investigate the mobile network’s experience with each platforms and understand which users on which platforms respond best to which ad (hence the importance of reporting!).
Relationships with Publishers and Developers
You can only judge a mobile ad network on what they’ve already delivered. Have a look at the network’s existing partners or its “premium” publishers. If you recognize the names and see trusted brands, known media outlets, and successful tech companies, you’re in right place.
Smaller networks can display only a handful, whereas a larger, more established mobile network might have hundreds or thousands. It is important to query any available information regarding these partners and check for levels of involvement and success.
Special Deals and Perks
Admittedly, everyone loves a good perk – even mobile ad network users. Many mobile networks provide high-performing clients with special features or privileges. InMobi’s Lifetime Value Platform, for example, allows publishers and app developers to send special messages to users who meet various criteria or follow specific behaviors.
Know about these perks before you sign on the dotted line, and even insist on some up front to nab a great deal from the start. Remember that your relationship with the mobile network, like any ad network, is subject to negotiation.