Mobile is on everyone’s minds these days. Whether you are talking about iOS v. Android devices or wondering just how many people have smartphones these days, there is plenty to discuss. As marketers we are most interested in who has them and if they respond well to advertising. eMarketer points out some data around the performance of in app ads that is, well, not exactly awe-inspiring. First, there is a look at some data from a Lab42 study about just how many in app ads users click on.Mobile-advertising
What Performance Should You Expect from In App Ads?
Mobile is on everyone’s minds these days. Whether you are talking about iOS v. Android devices or wondering just how many people have smartphones these days, there is plenty to discuss. As marketers we are most interested in who has them and if they respond well to advertising. eMarketer points out some data around the performance of in app ads that is, well, not exactly awe-inspiring. First, there is a look at some data from a Lab42 study about just how many in app ads users click on.Half of All Marketers Say Mobile is an Integral Part of the Plan
Mobile advertising isn’t a slam dunk yet, but according to a new survey commissioned by IAB, it’s already become an integral part of the plan for 51% of brand marketers. The study, “Marketer Perspectives on Mobile Advertising” was conducted by Ovum and the results were presented at the “Mobile in the Mainstream…and as the New Main Screen” conference yesterday in NY.An International Look at Mobile Advertising
The Microsoft Mobile Advertising Consumer & Insight Study is a new series of reports that compares mobile ad insights and responses across three different countries, US, UK and France. The study notes that people in all three countries spend around 10 hours a week using their mobile phones for something other than calling or texting. They then looked at pre-purchase behavior and here’s what they got: After reviewing the information, 40% of those in France used their mobile phone to purchase an item,Ringback Advertising is on the Rise
Everyone knows what a ringtone is but I admit I was thrown for a moment when I saw this new report about ringbacks. A ringback tone is what you hear while you’re waiting for your call to connect. Usually it’s a sequence of beeps, which aren’t very pleasant to listen to, so why not offer something more fun like the McDonald’s jingle or a reminder to have a Coke and a Smile with lunch.IAB Puts Out Plan to Standardize Mobile Metrics
If you’re running a marketing campaign with no means of measuring the results, you’re wasting your money. Trouble is, with the marketing world changing as fast as it is, we haven’t even developed a baseline for what’s considered a success in Twitter or Facebook and mobile is even further behind. Because of this, the Interactive Advertising Bureau and the Mobile Marketing Association (MMA) have put together a set of measurement guidelines that they’re hoping will become theFTC Makes Difficult Decision to Clear Google-AdMob Deal

In what was deemed a ‘difficult decision’ the FTC has let Google clear the regulatory hurdle needed to OK the purchase of AdMob. One of the unlikely thank you notes that Google can send out in getting this decision is to Apple since the FTC their acquisition of Quattro Wireless and the introduction of iAd as two factors that exhibited sufficient competition to Google in this space.
Google says "Thanks, Apple!" as $750M AdMob deal approved
The Federal Trade Commission (FTC) has closed its investigation into the $750 million Google/AdMob buyout and given a green light to the deal. The reason is simple: Apple, Apple, and more Apple. In its official statement (PDF), the FTC mentions "Apple" 10 times in a page and half, all because of Apple's own decision to launch a mobile ad network called iAd.
Breaking: FTC Greenlights Google-AdMob Deal–A Giant Bouquet of Flowers Immediately Sent to One Infinite Circle

In the regulatory equivalent of a suprise switcheroo, the Federal Trade Commission announced that it had officially closed its investigation of the $750 million AdMob deal with Google, which had been at risk over the past months, citing adequate competition in the mobile advertising market, especially from Apple.
Google Gearing Up to Fight for AdMob

Although Apple’s conveniently doing all it can to tout iAds, Google may still be facing an inquiry from the FTC as the search giant looks to buy its way into the mobile advertising market. Google announced its acquisition of AdMob six months ago, but it looks like the regulatory committee has its sights on Google as final approval has not been forthcoming.
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