On Display: Mobile
Ads, CTR, and the product-service line
tl;dr To have a successful display advertising business in the mobile era, the user has to view your product as an integral service.
Display advertising: the elephant in the room for most proponents of consumer software. These wonderful services, platforms and sharing tools are largely powered by a technological evolution of the billboards that line our highways. The billboard on the 101-N just south of San Fransisco doesn’t know I already have a Moto X in the car with me, whereas the Facebook ad knows my name and who my friends are. The Foursquare ad knows where I’ve been (and, increasingly, where I’m going next). The Twitter ad knows what I’m reading, what I’m saying and who I’m communicating with. The Gmail ad knows… almost everything. Much is made of adtech, segmentation, targeting and retargeting, exchanges, bid rates, varying conversion...
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