2007 Predictions: On Mobile Advertising
Will 2007 be the year that mobile advertising comes into its own? Industry watchers agree that “It’s a no-brainer that advertising on mobile will expand substantially in 2007, but many in the industry are expecting marketers to move beyond interruptive ads and familiar banner formats into more mobile-appropriate approaches. Expect more “engagement” styles … “Look for more play, but with a drive to keep the Average Joe tuned in and not off.” Hybrid models — ad-supported and fee-based — will continue in this platform that he says blends both Internet and cable.
Others think its still early and that the carriers do not have the infrastructure in place to adopt mobile advertising across their whole customer and content base:
“We’re still in the early stages where too much mobile marketing just looks like miniaturized Web plays … in 2007 it is possible that mobile marketing will have a character and activities that are distinct, and not just the Web writ small. There is a lot of talk about banner ads and search and Google, but I think eventually, sometime in 2007, the focus will be on activities that are distinctly mobile.”
What We Think
We agree with Steve Smith and Wireless Business Forecast when he says that through 2007 for most companies, the point of entry will be short code campaigns and mobile couponing. We believe that the industry is still waiting for new forms of mobile performance marketing to emerge. Assuming the mobile industry follows the same model as the “regular” web, our expectation is that 2007 will not be the year that mobile advertising “gets real”. Instead, 2007 will be the year that we finally see more compelling forms of mobile content and applications. Once the content and applications are available then and only does it make sense to monetize the moca – mobile content and applications – with new forms of mobile performance marketing that are engaging and appropriate to mobile as a medium.
Sources
2007 Predictions Part II – Beyond the Micro-Banner*
Steve Smith also writes for Media Post where he authors the Wireless Insider column**
* Available by subscription only
**Free site registration required
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- Seven strategies for mobile advertising, which ones will work
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Related posts:
- Trend: Advertising agencies looking at mobile
- Seven strategies for mobile advertising, which ones will work
- Behavioral targeting goes mobile
- The new math of mobile content
- Yahoo's recent reorg. Will it help or hurt them in mobile?
