Comments on: Frustrated with poor mobile sales, publishers blame ad agencies

By: Connor Tubridy

Connor Tubridy — Tue, 02 Oct 2012 22:52:14 +0000

Agencies can’t be blamed for slow adoption of mobile ads. Clients are risk-averse and aren’t going to shift their entire digital budget to mobile overnight. It’s still viewed as risky by CMOs. They’ll test the waters with a small fraction of their budget and compare results to desktop. Unfortunately, small buy yields small results. Often clients aren’t testing mobile with enough buying power and writing it off prematurely as ‘not being right for their brand’ because they don’t see immediate results.

By: Callieo

Callieo — Wed, 26 Sep 2012 09:03:32 +0000

Where are the html5 ad agencies? Creative and interactive design, engagement – all now perfect for the latest devices. The classic Vogue understands that adverts are a contextual part of the product and keeps high standards.

By: ricdesan

ricdesan — Mon, 24 Sep 2012 16:46:30 +0000

@Josh, not only do display ads not work the traditional approach is for all intents and purposes DEAD on both mobile and traditional internet. When agencies and advertisers address this fact and start thinking outside the box to work toward ROI again, then perhaps something will be done to amend the current broken paradigm.

By: Jason Schwartz

Jason Schwartz — Mon, 24 Sep 2012 16:22:37 +0000

What does “agencies attitude towards mobile” mean? We could unpack that statement in a variety of ways. They overvalue mobile? Undervalue mobile? They don’t understand mobile? They don’t pay enough attention to mobile? The technology they use is wrong?

This is a vague and poorly worded survey question which results in a meaningless data point.

By: SailorPaul

SailorPaul — Mon, 24 Sep 2012 15:22:58 +0000

CPM should be the same or higher because of the reduction of surrounding ad and content clutter on a mobile device.

By: Trand Josephs

Trand Josephs — Mon, 24 Sep 2012 12:55:04 +0000

ike a solid plan to me dude

http://www.AnonPlanet.tk

By: Josh

Josh — Mon, 24 Sep 2012 07:15:36 +0000

I think the more underlying issue is that ‘traditional’ ads do not work on mobile (or generalised to modern consumers and their mediums). Digital agencies have been incorrectly labeled, they’re web agencies and mobile (and other new forms of emerging platforms) are not web – they exist and are used in a different paradigm which requires a shift in thinking and execution.

Production skills exists (and technology exist that address fragmentation etc) – I think stratergy and creativity skills lag behind and management need to up-skill to understand and respect the constraints and actual cost (time) to produce something – it’s requires a more software engineering approach than what has been required for the web (i.e. ‘banner ads’).