You search? We find! The “Mobile Value Exchange” and why it works. [This piece was contributed to VentureBeat by Mihir Shah, CEO of mobile app company Tapjoy.] We have reached a major tipping point in mobile marketing. And I’m not referring to reach, as massive as it already is in these early days. I’m referring to an advertising model – what I call the Mobile Value Exchange – that relegates traditional cost-per-impression models and display advertising to remnant fill.
Display advertising, especially on mobile platforms, doesn’t work for users. Period. Last year, there were almost 5 trillion display ad impressions. For those of us who are close to the data and intellectually honest with our conclusions, user behavior has already begun to swing away from display advertising and towards the Mobile Value Exchange as the premium ad model. The concept of a value exchange is nothing new; search advertising is arguably the most successful interactive advertising model ever created (thank you, Google) and by definition, a clean value exchange. Jobs. Marsjobs. Berlinstartupmap.com - Berlin - all startups mapped + a complete startup event guide.