Developers Beginning to Defect from AdMob's Empire - Page 2
And it's innovation itself that remains the lifeblood of modern mobile advertising, Isler asserts. That’s why developers are increasingly drawn to interstitials, video ads, app walls, smart walls, icon ads, push ads, and a variety of other sophisticated ad formats that make mobile advertising more engaging and profitable.
A quick perusal of popular online forums for developers even shows a significant reduction in chatter about AdMob since just last year, says Isler.
"I wouldn't say most are about to abandon AdMob, but good luck finding a smart developer putting all of his eggs in one basket," he claims, insisting that there is considerably more talk of Millennial Media and Airpush because “that's where a lot of us are making the best money."
Just this week, Millennial Media’s sustained growth captured headlines once again when the independent ad network opened its first office in Japan.
"Japan was a natural progression as we look to continue working with brands, agencies and developers across Asia,” says Mollie Spilman, EVP of Global Sales and Marketing at Millennial Media. “Our scale, innovative rich media capabilities and industry-leading data asset will allow us to bring a premium mobile advertising solution to the Japanese market.”
With Android’s mobile advertising momentum increasing with each passing quarter, few have been surprised by the tremendous growth of Android-focused ad networks, of which Airpush is now the second largest globally.
According to a recent case study, the developers behind TableCard - an app that allows users to check-in at their favorite restaurants to receive a discount – say that Airpush was "outperforming all other mobile ad networks in terms of traffic, conversion rates and overall engagement of users."
Over time, Isler believes the high-profile successes of today’s youngest ad networks will make it difficult, if not impossible, for AdMob to remain the leading superpower in mobile advertising, even if the company is backed by Google.
"Google is a brilliant company and AdMob hasn't completely ‘jumped the shark’ by any means, but something is definitely amiss," he says. "AdMob is losing ground to other quality ad networks because it’s a natural consequence of increasing competition. But what should be more troubling to Google is that a lot of developers are clearly not having the best experiences or making the most money with AdMob anymore."