SmartMoolah Ads
Although click-through rates are a good indicator of mobile adverting success, Moolah Media’s new platform aims to further optimize the ad experience for both producers and consumers. Moolah Media’s newest advertising strategy focuses on actions after the click as opposed to click-through rates. These SmartMoolah Ads are measured on the basis of purchases or sharing through social media sites after a person clicks on an ad instead of CTRs. This is extremely beneficial to the producer because they are paying on a cost-per-action basis as opposed to a cost per click basis. Therefore, they are paying when their advertisement has yielded a successful result; this eliminates costs of accidental clicks, which can be common on smartphones. Additionally, it is beneficial to the consumer because Moolah Media keeps track of post-click actions to create a user profile, so it can more accurately display ads the consumer would be interested in.
This way of calculating value for an advertising slot seems like a more efficient and accurate way to quantify the success of an advertisement. It is also more beneficial for both the advertiser and the user. If this method was coupled with location-based advertising, which has increased in recent years, companies could even more specifically target their consumer population.
Although this article focuses on the mobile advertising market, the idea could be applied the online advertising market as well. In the examples used in class, values and prices for online ads were generated using CTR, but it seems that with increasing technological advances, like SmartMoolah, there are more precise ways to determine values of ad slots.
http://www.pocketgamer.biz/r/PG.Biz/Moolah+Media+news/news.asp?c=34942
http://www.bizreport.com/2011/11/new-moolah-media-ads-pushed-by-recommendation-technology.html#