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Author Topic: mobile CPMs are only 15 percent of desktop CPMs  (Read 3130 times)

rcjordan

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mobile CPMs are only 15 percent of desktop CPMs
« on: December 31, 2012, 02:46:48 AM »
"The possibility exists in 2013 that the absolute revenues of the major players will decline as desktop revenues suffer and mobile revenues fail to make up the difference, even as they grow dramatically. This nightmare scenario is key to understanding what is driving bad behavior by marketers and product leaders."

"In the absence of long-term thinking, all streams will eventually turn into marketing-infested flows."

http://techcrunch.com/2012/12/29/unnatural-acts-and-the-rise-of-mobile/

Worth a read.

Ironically, this hollowing out of existing revenue streams by a disruptive technology was exactly what the print media faced.
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Drastic

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Re: mobile CPMs are only 15 percent of desktop CPMs
« Reply #1 on: January 03, 2013, 08:03:46 PM »
Great read, thought this bit was spot on:

" 4. Destination site thinking replaces platform thinking.
A major symptom of the frenzy to monetize is that previously platform-centric products are reverting to destination-site thinking. Twitter’s adoption of media embedding, Instagram’s decision to pull its content from Twitter, Facebook’s launch of Poke and Google’s failure to add a write API to its G+ platform all display an “own the user” mentality. AdSense and AdWords would never have been invented had Larry and Sergey not understood the value of providing a monetization platform for others to benefit from, even for users not on Google. This is the type of thinking required today but currently all roads point to several varied attempts to re-portalize; that is to say, to own your own traffic and seek to monetize it. This is the old Yahoo view of the world and it clearly represents a limited mindset that will not scale to the huge mobile opportunity. "
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Rupert

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Re: mobile CPMs are only 15 percent of desktop CPMs
« Reply #2 on: March 19, 2013, 09:06:07 AM »
Really hits a chord with me.  Have you set up a search on ebay recently?

  It used to be possible to set them up to only get what you want in an email.  Now if I am looking for a certain sized bike, everytime someone puts up say a bike for sale, I get it in the email in the morning, and then have to set a part of the search again to find the ones I want. 

A stream of rubbish.  It is no longer useful.
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rcjordan

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Re: mobile CPMs are only 15 percent of desktop CPMs
« Reply #3 on: March 19, 2013, 11:11:03 AM »
Headlines lately have been saying that Google Reader was killed because it couldn't be monetized.

Also, there was a headline last week that said Big G removed Adblock from the app store.
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rcjordan

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Re: mobile CPMs are only 15 percent of desktop CPMs
« Reply #4 on: September 18, 2016, 09:06:37 PM »
<thread's nearly 4 yrs old.  let's look at where we're headed.>

>In the absence of long-term thinking, all streams will eventually turn into marketing-infested flows.

https://vimeo.com/166807261
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Travoli

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Re: mobile CPMs are only 15 percent of desktop CPMs
« Reply #5 on: September 18, 2016, 09:59:11 PM »
Great video
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