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Posts Tagged ‘Mobile Advertising’

Google Officially Acquires AdMob

1
June
2010

As the adoption of smart phones continues to grow, all major advertising players are looking to expand their capabilities and move into emerging markets

Keith Vera

Client Services Manager

On Friday, Google announced that it had made another giant step towards growing its mobile internet advertising options by officially acquiring AdMob.  According to Google and as seen on the AdWords Blog on Friday:

“It’s clear that mobile advertising is becoming a much larger part of our clients’ and partners’ strategies and with this acquisition, it’s now a central part of our own business. In continuing to invest in this highly competitive area, we’ll be bringing together our technology, resources and expertise in search advertising with AdMob’s innovative solutions for advertising on mobile websites and in mobile applications.”

As the adoption of smart phones continues to grow, all major advertising players are looking to expand their capabilities and move into emerging markets.  Google’s mobile search volume alone has grown exponentially in just the past two years, and smart phone searches through WebKit browsers are up over 62 percent from the previous quarter. With the addition of AdMob’s capabilities to the growing variety of mobile advertising options, marketers will be able to take advantage of the extensive reach and timely value of reaching consumers directly on their mobile devices like never before.  Let us know your thoughts on Google’s AdMob acquisition by commenting below…

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Mobile Advertising? Be Careful!

16
April
2008

Mobile advertising can be very effective, however marketers need to be careful of the “annoyance factor” when utilizing mobile advertising.

Ryan Moss
Research Analyst

Almost 85% of marketers surveyed by a Forrester Research report, believe that the overall effectiveness of mobile marketing will improve during the next three years. Their beliefs are supported by the fact that there is an increasing dependence on mobile devices among consumers. Of those same marketers who were surveyed, 20% said they can’t live without their mobile device.

However, marketers need to be careful of the "annoyance factor" when utilizing mobile advertising. According to the same Forrester report, 55% of people surveyed find ads that appear while web pages are loading to their mobile device are annoying, 57% said that ads that appear next to maps are annoying and 56% said that all banner ads are annoying. So what is the least annoying type of advertisment? According to the survey, the answer is that video pre-roll ads are found to be the least annoying form of mobile advertising.

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Mobile Advertising Obstacles

17
December
2007

US wireless carriers are presenting a significant obstacle for Google, Yahoo, and Microsoft, as they try to tap into the growing mobile advertising market.

Keith Vera
Account Manager

Mobile advertising is the next generation of online advertising that will eventually rival the search advertising market. According to EMarketer Inc., the mobile advertising market is predicted to reach $16.2 billion globally by 2011. However unlike current online advertising and unfortunately for the search giants, there are a few hurdles that may keep mobile advertising from the mainstream in the US for quite some time.

US wireless carriers are presenting a significant obstacle for Google, Yahoo, and Microsoft, as they try to tap into the growing mobile advertising market. Currently, mobile web access is very restricted in the US due to high subscription costs from service providers. Wireless carriers are wary to give up any control over their mobile phone users, and are approaching this emerging market very carefully as to not lose out on new revenue streams. The main concern for US wireless carriers is that inexpensive web access would allow mobile search users to go directly to Google or Yahoo mobile, avoiding their own revenue-generating mobile services.

Of course there are other small obstacles, such as a clumsy mobile experience from most presently available mobile-ready phones; however the main mobile advertising barrier remains between US wireless carriers and the search engines.

So what’s your opinion? Will the search giants come to an agreement with wireless carries to bring mobile advertising to the mainstream US in the near future, or will the two groups have a much longer wait to capitalize on this up-and-coming revenue stream?

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When Is It Okay To BlueCast Audiences?

3
September
2007

Determining the opt-in standards for a mobile marketing campaign could mean the difference between success and being in violation of privacy standards to mobile device users. Fortunately, the DMA has published guidleines to follow.

George Assimakopoulos

Principal

Bluecasting seeks the signal of open Bluetooth devices set to the "discoverable" settings in order to cast an invitation to opt-in and receive content from advertisers. Marketers are already beginning to cast content from outdoor advertisements on buses, bus stops, posters, shops – the list is endless. Yet, does this mean that consumers with bluetooth-enabled phones that are visible can be bombarded with transmissions?

BlueCasting must follow standards for mobile marketing in order to be accepted as part of the digital mix. Today’s challenge for marketers is that there are a number of hurdles to this happening – chiefly legislation.  Bluecasting needs to be careful not to breech the Privacy Directive that states that people walking within 8 meters of the poster can receive messages with the option of blocking them. This means that the invite to the person’s device needs to ask the user to “pair” to the advertisement before any messaging is received. Some critics believe that a consumer having Bluetooth enabled on their phone does not equate to them giving their permission to receive marketing messages. But for now…this is the adaptable standard.

The Direct Marketing Association has published guidelines on marketing via Bluetooth and raises the issue of acceptable initial opt-in procedures. To view these guidelines – click here. Pay close attention to sections 2.5.2 and 3.9.3.


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Ad-Tech Conference 2007, Miami

28
June
2007

The Ad-Tech conference held earlier this week in Miami, gave an enlightening perspective on the direction of interactive marketing in the United States and abroad in South America.

Author: Dinos Papanastasiou

Research Analyst

The Ad-Tech conference held earlier this week in Miami, gave an enlightening perspective on the direction of interactive marketing in the United States and abroad in South America. The focus of Ad-Tech was on the growing online Hispanic audience, which is expected to reach 20 million users by the year 2010 in the United States alone according to eMarketer.

The most interesting aspect of Ad-Tech was the focus on emerging media, specifically, mobile marketing. The statistics regarding mobile media usage and the abundance of mobile users are stunning, with cell phones currently outnumbering personal computers 3 to 1 in the US, with an even larger gap in South America and Europe. With a greater community focus in areas like South America, it is likely that the world of mobile advertising will be shockingly viral, as users connect with each other most often via text and mobile messaging.

In some areas of South America the use of mobile internet browsing has already eclipsed traditional browsing, and with over 180 million cellular subscribers in 2004 (Cnet), the market for mobile advertising is already here. As soon as cellular carriers open up their doors to mobile advertising, they along with marketers will find an abundance of new revenue from mobile advertising.

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