Who will do for mobile advertising what Google did for search advertising?
It’s a similar opportunity to organize data meant for mobile users but with much bigger implications represented with amazing statistics like…
“There are 6.8 billion people on the planet. 5.1 billion of them own a cell phone, but only 4.2 billion own a toothbrush. “ (Source: Mobile Marketing Association Asia) Tweet this stat!
And recent updates to mobile advertising spend just came out at expectant $7.1 billion by 2015, up from $2.4 billion in 2012, according to new research from Juniper Research. In terms of advertising spend, the sector is expected to triple by 2017. Advertising spending on mobile messaging alone is expected to increase eight-fold by 2017.All of this translates into a big opportunity for mobile operators to add advertising to their stable of monetization techniques, particularly when considering the revenue-share opportunities in providing personalization data to apps developers and brands. (via Vision2Mobile)
Mobile Advertisements Today
SMS Ads
The Original Mobile Ad
Niche Market, little growth expected as market evolves and matures
Ineffective and intrusive
Mobile Display Ads
Similar to banner ads on desktop but much smaller and cheaper (huge inventory)
Apple’s iAds are more interactive and you can download an app from within an ad
Click-to-Call Ads
New feature for mobile browser search ads
Convernient for user, makes use of phones native/current features
Clear ROI for advertisers
Twitter Mobile Ads
Success with mobile promoted tweets
Mobile revenue surpassed web revenue for certain periods in Q1 2012
Of estimated $250 million revenue in 2012, ~$125 million will be mobile
Pandora Mobile Ads
Mix of display, audio & video ads
Mobile ads now account for 50%+ of revenue
Facebook Mobile Ads
“Sponsored Stories” for mobile
Brands can turn an action by user into an ad
~500 million mobile users and very little mobile revenue
Geo-Located Mobile Ads
GPS gives hyper-local target ads
Difficult to match the right inventory with consumers based upon location
GroupOn Now is a form of real-time local advertising
Via Business Insider’s The Future of Mobile Ads
Meaningful Innovation, Steady Adoption
There are a lot of smart and creative people working on new ways to engage mobile users but not much has taken off in popularity yet (maybe it’s too fragmented a marketplace to prove and scale a concept). Some neat ideas Millennial Media‘s mmStudio show some directions, and progress, being taken:
- Mobile Circular: Advertises up to 20 products within a single creative. In market for more than a year, Millennial Media’s Mobile Circular allows brands to replicate a traditional free standing insert.
- 360° View: Enables consumers to interact with an object and rotate it 360° in any direction, highlighting a product’s features in a rotating, customizable format.
Tomorrow and the Future of Mobile Advertising
Context is king in advertising so it seems those able to make breakthroughs in answering, tying together and executing upon the following questions should become the kings of mobile advertising:
- Where Context – Is the viewer (geo-fencing and geo-location are working on this opportunity) at the mall or a sporting event venue?
- On-Screen Context – What else is the viewer seeing (display ads that fit surrounding content have a much higher click through rate)?
- User Context – Who is the viewer (understanding their wants, needs and general demographic info can help target)?
- Timing Context – What is happening right now (is it dinner-time or is there a movie about to start)?
- Past Data Context – What type of content does this mobile user usually interact with or purchase via mobile?
Please share your feedback and let me know if I’m missing anything. So many great things going on in mobile, some fun reading about the Top 10 mobile advertising campaigns of Q2
Originally published by Devon on EntrepreneursFriend.com