Mobile analytics are crucial for the future of mobile advertising for drop-dead-simple reasons. The whole point of targeted and location-based marketing is that companies pay to create impressions and leads at the times when such pitches are likely to have an impact, and rarely, if ever, at other times.
That old adage about "half my advertising investment being wasted; I just don't know which half" is being challenged by targeted approaches, when it is possible to eliminate the "wasted half."
The long-term repercussions on the advertising ecosystem are hard to predict, though. One might argue that new targeting techniques will drive incrementally more spending, or incrementally less.
Tuesday, September 7, 2010
Analytics is Key for All Targeted Advertising
Labels:
mobile advertising,
targeted advertising
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
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