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<atom:link href="http://adage.com/article/digitalnext/growth-fool-mobile-advertising-failing/238835/#comments" rel="self" type="application/rss+xml" /><title><![CDATA[Comments on: Don't Let Growth Fool You: Mobile Advertising Is Still Failing]]></title>
<link>http://adage.com/article/digitalnext/growth-fool-mobile-advertising-failing/238835/#comments</link>
<language>en-us</language>
<ttl>120</ttl>
<description><![CDATA[Interruption-based advertising is never going to be a great success in mobile. People simply don't want these ads on their phones.]]></description>
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<title><![CDATA[By: Matthew Tsang]]></title>
<link>http://adage.com/article/digitalnext/growth-fool-mobile-advertising-failing/238835/#comments-107466</link>
<description><![CDATA[Agreed. The most effective advertising on mobile are from 2 kinds of apps: a) time savers and b) time wasters.

www.myloudspeaker.ca]]></description>
<pubDate>Tue, 15 Jan 2013 01:47 EST</pubDate>
<author>Matthew Tsang</author>
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<title><![CDATA[By: Adam Kleinberg]]></title>
<link>http://adage.com/article/digitalnext/growth-fool-mobile-advertising-failing/238835/#comments-107239</link>
<description><![CDATA[Starwood has a beautiful app that let you manage your rewards program and book activities during your stay. Obvious? Perhaps. Fantastic value for Starwood customers? Absolutely.

PF Chang&rsquo;s had an app that lets you make reservations or order take-out. Obvious? Perhaps. Fantastic value for PF Chang&rsquo;s customers? Absolutely.

ComScore says 38% of mobile phone users access their bank accounts on their phones. Bank of America has online banking and an ATM finder in their app. Obvious? Perhaps. Fantastic value for BofA customers? Absolutely.

Zipcar allows me to open the door to my car with my phone. That blows me away every time I use it.]]></description>
<pubDate>Wed, 02 Jan 2013 14:45 EST</pubDate>
<author>Adam Kleinberg</author>
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<title><![CDATA[By: James Critelli]]></title>
<link>http://adage.com/article/digitalnext/growth-fool-mobile-advertising-failing/238835/#comments-107180</link>
<description><![CDATA[Hi Adam,

Thank you for the well written article. I have written up two research reports on mobile: one on the mobile deals market (e.g. Groupon Now and LivingSocial) and one on the future of marketing on mobile to emerging market consumers and it has convinced me of two things: first, what works on PC&#039;s (e.g. interruptive banner ads) won&#039;t work on mobile (for anyone who doubts this, do some research on the failure of Groupon Now and LivingSocial&#039;s exit from the field), and two, the mobile internet will increasingly become the standard for advertising (it&#039;s growing significantly faster than broadband internet worldwide). Adam, everyone mentions Nike+ as an example of a successful mobile strategy, but can you list a few more apps/companies that you believe are tackling mobile correctly?

Thanks,

-James]]></description>
<pubDate>Mon, 24 Dec 2012 15:03 EST</pubDate>
<author>James Critelli</author>
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<title><![CDATA[By: Adam Kleinberg]]></title>
<link>http://adage.com/article/digitalnext/growth-fool-mobile-advertising-failing/238835/#comments-107176</link>
<description><![CDATA[&quot;Companies big and small are getting real results and seeing fantastic brand promotion.&quot;

Are they really? Really? What good comes from my jab-artist arguement is that people who want to understand the reality of the medium before they invest in the hype get a clear picture of what they are buying into with mobile ads.

The expansion will come when the advertising possibilities cease to suck. That&#039;s a while off.

@adamkleinberg]]></description>
<pubDate>Sun, 23 Dec 2012 01:21 EST</pubDate>
<author>Adam Kleinberg</author>
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<title><![CDATA[By: Mike Howard]]></title>
<link>http://adage.com/article/digitalnext/growth-fool-mobile-advertising-failing/238835/#comments-107169</link>
<description><![CDATA[This is a well articulated and thoughtful argument, but one that is made time and again and for what end? Yes, mobile advertising still represents a small portion of the entire advertising ecosystem. But it&#039;s growing. There&#039;s no denying it. And if this author and other mobile advertising jab-artists aren&#039;t going to grasp that Rome wasn&#039;t built in a day, can someone please explain to me what good comes of this repetitious argument being made? I appreciate the sentiment, but as a publisher and advertiser in mobile, I know there is money and progress to be made here. Companies big and small are getting real results and seeing fantastic brand promotion. Look at mobile ad networks, particularly those like Airpush which are innovators in the space. Devs and advertisers are making a killing over there. Money is going to continue flowing into the mobile ad industry because it is proving to be effective and profitable. Not everyone knows it, believes in it, or can get past the many hitches that, admittedly, still restrict the industry&#039;s expansion. But the expansion is coming. Talking about how fast or slow its happening won&#039;t change that.]]></description>
<pubDate>Sat, 22 Dec 2012 00:08 EST</pubDate>
<author>Mike Howard</author>
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<title><![CDATA[By: Mickey Lonchar]]></title>
<link>http://adage.com/article/digitalnext/growth-fool-mobile-advertising-failing/238835/#comments-107112</link>
<description><![CDATA[Adam, thanks for your perspective on this issue. Agreed, when you start with a thimble full of water, even a few extra drops can look impressive.

There is a huge difference, however, between being a &#039;mobile advertiser&#039; and optimizing for the mobile user. Basically the charge for marketers is to acknowledge that everything people did on laptops a few years ago is now being done on tablets and smart phones today That means responsive design in web sites, truncated content and less navigation should be marketers&#039; first concerns, before deciding how to &#039;conquer&#039; the mobile market. More on that here: http://ow.ly/gf3KJ

http://www.quisenblog.com]]></description>
<pubDate>Wed, 19 Dec 2012 18:35 EST</pubDate>
<author>Mickey Lonchar</author>
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<title><![CDATA[By: WILLIAM VOLK]]></title>
<link>http://adage.com/article/digitalnext/growth-fool-mobile-advertising-failing/238835/#comments-107109</link>
<description><![CDATA[We&#039;re seeing high CTR&#039;s with the following:

1. Full Screen interstitial ads that appear after a game round in Word Carnivale (iOS). Typically 10% CTR.

2. Equally high responses to video ads in games with virtual currency, where the user earns currency just by watching a video (Crickler and our Poker game).

The key is to make this non-annoying (show the interstitial AFTER play) or something the user WANTS to do (video for credits).

William Volk
CCO, PlayScreen, LLC]]></description>
<pubDate>Wed, 19 Dec 2012 15:19 EST</pubDate>
<author>WILLIAM VOLK</author>
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<title><![CDATA[By: Craig Cooper]]></title>
<link>http://adage.com/article/digitalnext/growth-fool-mobile-advertising-failing/238835/#comments-107102</link>
<description><![CDATA[Not to mention that most people involved in this arena don&#039;t truly understand what advertising is or how it works.

Nike does, hence the Nike+ app mentioned in Steve Schildwachter&#039;s post.]]></description>
<pubDate>Wed, 19 Dec 2012 12:06 EST</pubDate>
<author>Craig Cooper</author>
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<title><![CDATA[By: STEVE SCHILDWACHTER]]></title>
<link>http://adage.com/article/digitalnext/growth-fool-mobile-advertising-failing/238835/#comments-107101</link>
<description><![CDATA[Adam, there is no question that mobile advertising is a dodgy proposition. The very format is unimpressive and very ignorable. The bigger issue, however, is that advertisers treat mobile like any other ad medium: a vehicle for one-way messaging that interrupts what was an otherwise entertaining, informative or useful experience. When you say &quot;People simply don&#039;t want these ads on their phones,&quot; you could substitute for that last word &quot;TV,&quot; &quot;Radio&quot;, etc.

The better use of mobile goes along with how people use their phones. Marketers must entertain, inform or otherwise be useful. The Nike+ app is a great example. It gives something the user really wants, and does what few ads can: start and/or build a consumer relationship.

http://twitter.com/SteveS1]]></description>
<pubDate>Wed, 19 Dec 2012 11:56 EST</pubDate>
<author>STEVE SCHILDWACHTER</author>
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