Have a look below for more information… and if you’d like to find out more about Inneractive, visit them here.

Hi Ewan,

How’s things? I hope you’re doing well. Hopefully you saw our welcome note to Apple on joining the mobile advertising market? Steve never responded or reciprocated which I found disappointing

The real reason I am writing is to tell you about a new piece of technology we’ve implemented for our advertisers called AdROIt. You may have seen the release last week? AdROIt is an advertiser analytics technology that provides cost-per-acquisition based performance tracking for actions like registration, travel itineraries, car test drive requests, mortgage quotes, etc. While this reporting piece is interesting, the main differentiation for AdROIt is how we leverage the data to automatically improve our ad serving to generate better quality leads. Early beta tests drove a 40% reduction in the cost per acquisition without sacrificing volume.

My pithy way to describe AdROIt? No dumb beacons! Many folks already have tracking solutions in place. Rather than creating thousands of reports that require manual work, AdROIt creates a performance feedback loop at a deeper level than CPC and automatically improves ad serving in real time. Basically its another data input for our self-learning network that improves performance for advertisers with every impression and every click. You will hear more about that over the next few months. Additional details are at www.InMobi.com/AdROIt.

Let me know when you’re back over on the West Coast and we’ll catch up properly.

Speak to you soon.

James

James, good to hear from you — thanks for writing. I should be back in the Valley in the not too distant future so let’s do a drink!

If you’ve been following Mobile Developer TV, you’ll remember James from the recent interview we did with him at Mobile World Congress.

Mobile Entertainment’s Stuart Dredge noticed this job posting that gives a hint that Apple may well integrate advertising into the iPhone SDK.

That has quite a few implications for the mobile marketing industry — much of it (rightly or wrongly) based around the Jesus Phone. It’ s a logical move to manage the advertising inventory on behalf of the developers. Most of the developers I speak to are far more concerned about creating smart applications that garner attention (and/or purchases) rather than worrying about the actual advertising network they use to support their free products. I almost feel that for many, advertising is the last thing developers reach for. Once they’ve made their app, they’ll integrate the relevant AdMob functions and boom… they’re done.

If Apple were to make it point-and-click simple to integrate advertising — literally a ‘insert banner ad here’ function in the SDK, that could well put a lot of other networks out in the cold. Would Apple *ban* them? Or simply make sure that it was a no brainer for developers to select Apple first and then give an option for a developer to choose another ad network?

As Stuart’s post points out, RIM has been working on something similar for some time — if memory serves, it’s announcement more or less got a round of applause from the gathered partners at the BlackBerry Alliance Partner event I attended last year.

AdMob famously own the iPhone ad space after their concerted push that began early last year — they and the rest of the marketplace will no doubt be watching Apple very, very carefully.

Download M4V Video | Subscribe to Podcast | Embed video

I envisioned Jonathan inviting five guests that he really, really rates — connected to the mobile advertising arena — to sit down with him and have a chat on camera.

I thought it would be explosive, exciting and compelling. I wasn’t wrong. If mobile advertising is your thing — and you’d like to see some great minds going-at-it with each other, then keep it locked here to Mobile Industry Review for the next few days.

I’ll be publishing the first video today here and on the MIR Show podcast feed. Jonathan lined up some brilliant guests and I’m very excited to bring them to you.

Standby!

Actually, this article is focusing more on mobile advertising and it’s certainly the right question for the ad industry to be asking.

If you’re into mobile advertising, have a read of this. Unfortunately there’s little the marketing industry can do when most of the planet is using rubbish Motorola RAZRs. But. That’s changing. And fast.

Link: Mobile Without Mistakes

“How do we not make the same mistakes the Internet guys made?” is the most common question I get from each of the “newer” media channels, whether it be digital out-of-home media, Internet protocol TV or mobile.

Looking back at my experience as CEO of the Interactive Advertising Bureau from 2001 to 2006, when the industry grew from $6 billion to $17 billion in online ad spending, it’s clear that success was not easily won. That’s hindsight, of course, for the online ad spending, but it’s opportunity for mobile advertising. No one wants to make the same mistakes, and everyone wants to get there quicker.