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Monday, March 27, 2006

Mobile Advertising Not Going Anywhere

The folks at ad buyer Magna Global say that the postage-stamp sized mobile phone screens will be the gateway to countless millions in advertising, but they are drinking their own Kool-Aid.

The company is bullish that mobile video will be supported by advertising, but this doesn't get around the issue of having to pay for connection time. I doubt that advertisers will be willing to foot the bill for the network time for a few seconds of face time.

MediaPost quotes the company as rightly pointing out that major challenges include a lack of network standards, interactive buying model, infrastructure that has to be built-up, and measurement standards. Together these are nearly insurmountable considering that mobile video itself is just a spec on the revenue chart.

I'm a luddite when it comes to mobile phones. I've only had one for 5 years, and have never text messaged or done anything else besides use it to talk on the phone. It's a tool to use in emergencies or to kill time when I'm in transit, and the last thing I want to do is watch an ad on a tiny screen.

The real killer app will be local-based services (hello Google!) that uses the network to offer up shopping and entertainment based on where you are at that moment.

By John Gartner at 06:34 PM | Comments (0)

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