Wednesday, November 29, 2006
Mobile Advertising: Promise Unfulfilled
Mobile advertising continues to be small potatoes today, but analyst firm ABI Research has faith that after a decade of hype, it still has great potential.ABI Research says that mobile ads will produce $1.9 billion in revenue globally this year, or less than five percent of U.S. TV ad dollars. But analyst Ken Hyers says the fact that mobile phones are used by a single person gives them unique capabilities as receptacles for ads. Ads on mobile phones get more than 10 times the click through rates of web banner ads, according to the company.
To realize this potential, phones must be used for web browsing at much higher rates than today, and the tracking techniques for identifying users and matching them to the information that carriers keep about their customers will have to be advanced.
Geolocation, where ad networks know where you are standing and deliver the most relevant ads based on your interests will have the greatest influence over the success of mobile advertising.
Mobile advertising has been purportedly on the verge of breaking out since the days of the first PlayStation, so skepticism of the medium is deserved. I also believe that the ubiquity of free WiFi and connected laptops/mobile devices reduce the need to use phones as "the" information source while on the go.
Posted By John Gartner at 10:17 AM
Permanent Link: Mobile Advertising: Promise Unfulfilled
| Comments (0)
Subscribe to The MarketingShift Feed