‘In A First, Mobile Ad Network Offers “Guaranteed Outcomes”’ – ‘Marketing Land’ Article
Greg Sterling says, “InMobi, which describes itself as “the world’s largest independent mobile advertising platform,” is betting that its new advertising program called “guaranteed outcomes” will grab attention and ad dollars from rivals. The program appears to be the first of its kind.
InMobi is taking on financial risk by saying that it can contractually deliver against selected advertiser goals. Currently the outcomes that are guaranteed include form fills, coupon clips, click-throughs and video completes. Social media likes and shares are coming soon and eventually commerce.
Despite heady predictions about the growth of mobile advertising – the MMA has said that it could reach $220 billion globally by the end of the decade — there are still numerous challenges. One of those is ROI. Surveys show that despite increases for 2014 marketer budgets for mobile advertising are largely flat through the end of the year”.
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