Social CPM Marketing and Mobile Advertising

[quasso]

A lot of social networks out there make a lot of their revenue almost
exclusively through the sale of advertisements on their sites.
Although it remains to be seen whether this business model will be
enough to keep all social networks alive, you can be sure that it always
be a key element in the model. The simplest way for marketers to reach
out to potential customers on a mobile social networking site is to
purchase ad placement within a cost per 1,000 (CPM) model. This is much
the same as other mobile CPM Advertising, but marketers work directly
with the social networking company or their ad network to place and
track the ads.
Advertising on traditional social networks was once thought to be the
holy grail of marketing online. Some still say it is. We sure love it!
It was because of the ability to target ads based on information that
users volunteer on their online profiles. Unfortunately, many marketers
were disappointed to realize people access social networks to interact
with friends, play games and all kinds of other shit. Rarely, did they
interact with ads on sites. If they did, it was a small percentage of
total users. When advertising on traditional online social networks, it
has been widely agreed that your primary goal should be to achieve an
increase in brand awareness, because click-through and conversion rates
are historically a lot lower than other paid media channels. How CPM
advertising on mobile social networks will compare, still isn’t clear
yet.

In my opinion, your best best is to market mobile content or
advertise local products and services with discounts and time
incentives. Even on mobile social networks, CPM advertising should be
consider around a brand-awareness campaign more than anything. A lot of
marketers have been hoping that the mobile nature of the experience will
improve click-through and conversions rates of the advertisements.
Traditional social networks were able to geo-target ads based on users’
profile information, but in the mobile world, ads can be hyperlocal
based on exactly where the user is at the moment.

A majority of social networks happens during downtime, while users
are away from home, so this could make them more willing to click on
ads. This is especially true if the ads are immediately redeemable, as
with mobile coupons or redemption codes that can be used at stores and
other places within the immediate vicinity. Ads can also be particularly
valuable to a mobile audience if they offer some kind of short-term
entertainment, to help the viewer pass the time.

[alpha23]

What about google mobile app?
Mobile as viral marketing:
As mobile is an interactive mass media similar to the internet, advertisers are eager to utilize and make use of viral marketing methods, by which one recipient of an advertisement on mobile, will forward that to a friend. This allows users to become part of the advertising experience. At the bare minimum mobile ads with viral abilities can become powerful interactive campaigns. At the extreme, they can become engagement marketing experiences. A key element of mobile marketing campaigns is the most influential member of any target audience or community, which is called the alpha user