Facebook’s “Clicks Don’t Matter” and Yahoo’s “Audience-Based Buying” Strategy Change Future of Mobile Advertising

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Increases ROI for advertisers and provides service for consumers.

In attempts to revamp company mobile advertising success, Facebook and Yahoo both came out with new strategies to attract more advertisers. Facebook is focused on the “clicks don’t matter” method stating that the click-through-rate is not the only concern when measuring mobile advertisement effectiveness. Recently, Yahoo’s Marissa Mayer announced the company’s new “audience-based buying” technique that divides customers into groups centered on particular interests rather than the Nielson demographic approach. The demographic method usually divides people by gender, age, and location rather than audience interests. Changing the way companies’ measure mobile advertising effectiveness and target audiences may be a breakthrough in how future mobile advertising is conducted.

“The behavior driven approach to mobile advertising increases the likelihood of the consumer receiving ads that s/he finds relevant and reduces the amount of unwanted ads,” remarks Roger Entner, Founder and Analyst at Recon Analytics. “A performance based approach to mobile advertising can enhance the mobile user experience and be a service to the customer while increasing ROI for advertisers.”

“MassiveImpact believes in the combination of the ‘clicks don’t matter ‘ and ‘audience-based buying’ approach – we developed a cost-per-action (CPA) business model that charges advertisers based on conversion goals not clicks, which maximizes ROI for advertisers,” says Sephi Shapira, CEO and Founder of MassiveImpact. “In addition, we took the Yahoo approach a step further by targeting individuals rather than grouping audience interests and serve ads based on conversion history and interests rather than demographics. We believe the two prong approach is a guaranteed method for mobile ad success.”

MassiveImpact customer Buongiorno chose to conduct mobile advertising initiatives on a cost-per-action basis.

“We always prefer to work with the cost-per-action business model whenever possible because it allows us to work with less risk and with better control over our investment,” says Jessica Barbagallo, Mobile Channel Manager of Buongiorno. “We have a rough idea of what an average user is worth, so we can calculate how much we can afford to spend for each acquisition.”

About MassiveImpact

With five operational sites across the globe and reaching more than 1 billion mobile internet users from 190 countries, MassiveImpact is the leader in performance mobile advertising. The company’s flagship product is TargetAdLive®, a real-time propriety technology that guarantees advertiser return on investment and maximizes traffic monetization for publishers. MassiveImpact is backed by strategic investors in the mobile space, including: SoftBank, SingTel, and Gemini. To learn more about MassiveImpact, visit http://www.massiveimpact.com.

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DeeDee Rudenstein
The Cline Group
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