How much should I pay for mobile advertising?

27 05 2009

The answer should be: as much or as little as you want. But the reality is completely different.
I have been trying for quite a while to find mobile advertising networks, or mobile social networking sites to run one of my small campaigns targeting South Africa. By small I mean $100. I know is not much money, but I would have thought that if I had money to spend, mobile advertising companies, social networks and mobile search engines would be happy to take my money and let me try out their services.  But the minimum expenditure by campaign in some of them is so high that only the big fish can swim in those waters.

Let’s be honest, everybody says that is still early days for mobile advertising…well, no kidding! There are only a number of brands that can afford and are willing to test out a new medium like mobile for the reasonable price of $10,000. I am no fool, I know that big money comes from big companies, money calls money. But what happens to the long tail of advertisers that don’t have the big bucks but still see potential in mobile advertising? In this case, you have very few options – Google, Admob, Decktrade, Mojiva or Buzzcity (that I know)…which are great ad networks, but maybe not the only ones I would like to target.

Let’s say that I’m interested in local search and I’m a local garage that wants to target people in my city only, my only choice is to go to Google as Yahoo! would cost me a minimum of $10,000(ekk).
Let’s say I want to promote my new song from my small independent band: Nokia wouldn’t let me for less than $5,000 and Itsmy – on a more reasonable range – would charge $500 (although I want to thank them again for letting me try their services with a $100 campaign). In this same range is another mobile search engine, Taptu.

So isn’t the Mobile advertising industry interested in the long tail? Thanks to mobile analytics solutions, such as Bango Analytics, we see traffic from all over the world accessing the mobile web. We see new markets using the mobile web more and more. Small businesses with small budgets have potential customers in those markets, and guess what – they all have mobile phones.
I wonder why advertising networks that have the online back end to manage mobile campaigns don’t open their networks to smaller advertisers. And those ones that haven’t got the online platform, what are they waiting for?


If you are a mobile ad network or a mobile search engine, and have a flexible pricing model, please send us your website so we can tick you as friendly small advertiser provider.  We should create a badge for these kind of companies!!!

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5 responses

23 06 2009
AffiliateGeek

Nice Blog. Looks like you know the space well. How long have you been performing mobile advertising?

23 06 2009
maria at bango

It has been a few months now, since September 2008! I wish things moved a bit faster on the mobile advertising arena and the business was a bit more open to small advertisers…we’ll keep blogging about it in hope to be heard! 🙂

Thanks for stopping by…

Maria

24 09 2009
Paul Childs

Adfonic is a new player in the global ad network space. We work with large publishers and the long tail / small advertisers. You can add Adfonic to you list of advertisers to try out. Our minimum spend is $50.00.

If you need more information then please get in touch or visit our website.

Regards,

Paul Childs

24 09 2009
maria at bango

Will do Paul!

9 04 2010
eirruby

I am planning to put up my small business soon. Anyway, I already bookmarked this site, I might need the information’s you have shared here.

Ruby
http://www.dreamwalkmobile.com

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