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SXSW Interactive 2013

The Future of Mobile Ads: In App Product Placement

Monetization on mobile. A hot topic that seems to always include advertising. Yet, studies suggest that people don't actually *like* ads (shocker!). Steve Jobs even proclaimed "ads suck".

However, with over a decade of ads on the web, one can expect there to be ads on mobile devices. Yet the form factor of a phone or tablet and the pricing models of CPM, CPC and CPA simply don't allow for a one-to-one mapping of the web's ads onto mobile devices from a business and UX perspective.

So what is one to do?!

The future of mobile ads involves in-app product placement. Think of ads less like ads and more like "ad-like objects" that are positioned and intertwined in the app experience as opposed to the rudimentary form of dropping in a banner.

This presentation will discuss how to monetize on mobile leveraging the concept of in-app product placement by working with developers, content publishers and even attacking larger budgets to maximize profits.

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  1. Why won't web ads map to mobile?
  2. Why are CPC, CPM, and CPA archaic forms of measuring ads' impact on mobile?
  3. What is an ad-like object and how does one go about designing, developing and deploying one?
  4. Why are people chasing smaller budgets for digital advertising and how does in-app product placement change that?
  5. How does in-app product placement scale?



Joe McCann, Mobile Architect, Bazaarvoice

Meta Information:

  • Tags: advertising
  • Event: Interactive
  • Format: Solo
  • Track: Content and Distribution
  • Level: Intermediate
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