Mobile Advertising January 3, 2007
Posted by chetan in : AORTA, Strategy, Carriers, 3G, Devices, Mobile Advertising, US Wireless Market, Mobile Content, Mobile Entertainment, MVNO, Mobile Gaming, ARPU, Japan wireless market, Messaging, European wireless market, Mobile Applications, Mobile Usability, Mobile Ecosystem, Mobile Search, Wireless Value Chain, 4G , trackbackI have been deeply entrenched in mobile advertising work for more than a year. It is fun watching/making concepts grow into reality. We did an extensive paper on the subject last year.
I am delighted to expand the paper and collaborate with Victor Melfi - Chief Strategy Officer and SVP of VoiceBox Technologies. He was previously CSO of Infospace and has had deep experience with technology and strategy of advertising. He provides some great insights in this piece.
Wireless World Magazine published first part of this expanded paper in their Jan-Feb 2007 issue. Second part will appear in March issue.
Mobile Advertising continues to be a hot topic into 2007. Verizon and Cingular both announced their initiatives in the space after Sprint’s launch with Enpocket last year. Since we are embedded in the space, will continue to discuss it here.
Comments»
While mobile advertising has a great future, ensuring that the recipients of ads are not turned off by SPAM and irrelevant advertisements will be critical to its success. From what I have seen the market has a long way to go before it can seamlessly integrate with peoples mobile lives without driving them to want to turn their mobiles off.
From an advertiser perspective, the ability to reach the right audience through various targeting techniques will likely dominate early successes in the mobile space vs. broad spectrum spam due to the delivery costs, regulations, and mobile operator constraints. By leveraging mobile communities many of these short term hurdles may be overcome.
In the mean time, be sure to check out Enpresence as a potential platform for mobile advertising as it extends online communities to mobile devices.
Thanks for the article. I look forward to the conclusion in the March issue. I think your thoughts and observations are spot on.
[…] This article is published by Wireless World Magazine in their upcoming March 2007 issue and is part II of the mobile advertising piece I did with Victor Melfi. Part I here. There has been considerable discussion on the subject in the last few months, including at 3GSM in Barcelona. I am sure CTIA will bring its own set of sessions and keynotes addressing the opportunities and challenges. […]
One of the ways to avoid SPAM is pull advertising. Users will pull the ads in the print media they are interested in and then get rewarded for it - mobile coupon for watching ad or content of the brand.
I am currently evaluating mobile advertising using 2-D barcodes such as QR codes and looking at different business models. Advertiser funded model makes most sense but operators can extract additional value by providing customer data based on which ads were seen, when, where, and demographics.
subscription based models such as used by Docomo in Japan won’t work in the UK as customers are averse to paying extra for accessing content using mobile.