Monday, March 27, 2006
Mobile Advertising Not Going Anywhere
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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