Mobile advertising is continuously growing as more people use smart phones and depend on their mobile phones for just about every source of entertainment. As mobile advertising grows and matures, it seems to be undergoing the same evolution that online advertising once went through as well. However, it seems that mobile advertising is going through such an evolution at an accelerate rate, much faster than online advertising.
One of the recent developments has been a launch of private advertisement exchanges which help publishers work with some of the top brand advertisers and create an arena in which both parties are able to do business with one another.
Medialets, a mobile media advertising firm, is launching Medialets Private Marketplace, which is a platform that allows advertisers to plan out and buy from the collection of top publishers off of the Midealets’ services instead of having to go toward the traditional advertising networks instead. This marketplace was designed with convenience in mind because it makes it easier for those who buy ads to purchase certain impressions and know exactly where their advertisements will be placed.
In the meantime, publishers will have the opportunity to sell much more of their inventory, aside from direct sales and they will still have control over which brands they plan to buy. The publishers will be able to set a specific price for impression and make sure they are associated with some of the top quality brands. At least 40 premium publishers are already signed up on Medialets Private Marketplace with plans of selling inventory.
The CEO of Medialets, Eric Litman, has said, “The intent is this helps publisher hold onto the value of their inventory better because inventory is fully transparent to buyers. Advertisers know they’re buying on one publication as opposed to another, and it allows publications to distinguish themselves rather than being aggregated.”
During the month of December, Nexage managed to launch a private advertisement exchange for mobile which is supposed to help the premium publishers with selling inventory and selecting certain brand advertisers. Because private mobile advertisement exchanges are taking place, it shows that mobile advertising is definitely maturing and growing. Online advertising tools are being easily utilized for mobile advertising as well.
GitHub: Software description: a software to manage books in the computer (C#). →
Mashable provides us another infographic on some startling mobile information as it relates to last years mobile advertising platform.
As the year draws to a close, Google is taking a look back: first at how the world searched in 2011, and now at how consumers and businesses engaged with online advertising.
Given the size of its business — Google is the leader in both the U.S. search and mobile advertising markets, and somewhere between first and third in display — Google’s online advertising figures stand as a decent benchmark for trends in the industry.
As with Black Friday and Cyber Monday, mobile was the big story for Google this year. Smartphone and tablet use accelerated rapidly: Google saw a 440% increase in traffic from tablets on its AdMob network between Dec. 2010 and in Nov. 2011, according to stats posted on the Google Mobile Ads Blog.
The use of mobile in physical retail environments was particularly interesting: In a study conducted with IPSOS earlier this year, eight in 10 smartphone owners said they use their devices to help with shopping, from locating retailers to running price comparisons — a trend Amazon smartly capitalized on this December by offering consumers a discount for running a price comparison on its Price Check App. A full 70% of smartphone owners claim to use their devices while in stores, and 77% have used their phones to contact local businesses.
It wasn’t just the numbers that improved: the technology underlying mobile advertising improved too, thanks to new standards such as HTML5 and MRAID (Mobile Rich Media Ad Interface Definitions). Many retailers also redesigned their websites to optimize them for tablet and smartphone use.
Below, an infographic highlighting some of Google’s online advertising benchmarks in 2011, as well as some successes from individual brands.
Wikipedia: source definition: a generative force. →
Mobile advertising is finally beginning to come of age as phones transform the relationship brands have with their customers in new, and sometimes unexpected, ways. The rate of growth is astounding, and the pace of change so rapid it is now difficult to believe that many companies greeted the predicted inexorable growth of mobile advertising with barely disguised scepticism a decade or so ago.
The UK market was worth £83m in 2010, according to the Internet Advertising Bureau (IAB), up from £37.6m the previous year, an 116% like-for-like increase. Online market research company comScore says that in 2010 there were 19.1 million monthly mobile internet users in this country, up by 4.6 million from the same month the previous year. US investment bank Morgan Stanley said this year that “online advertising may finally be entering a golden age”.
The bank believes that the mobile advertising market in western countries is set to reach the recent growth rates seen in Japan, where mobile ad spend rose threefold from 2006 to 2009, to stand at $1bn (£610m). FirstPartner, a consultancy company, predicts that the UK market will be valued at £992m by 2015.
Much of that growth has been driven by the mobile internet and, latterly, by smartphones. Jon Mew, head of mobile at the IAB, points out that 41% of the population already have a smartphone. “By next year that should be half of the population,” he says, “and it shows no sign of slowing.”
Rik Haslam, chief creative officer at leading digital advertising agency RAPP, says: “Clients sometimes ask me whether mobile advertising is really something they should focus on. I tell them that right now more smartphones are being built than laptops and desktops combined, that mobile internet use is ramping up almost 300% faster than desktop internet access did, and that more than 50% of people use a mobile device while watching TV. So yes, it’s something clients should focus on.” He adds: “If the internet revolution disrupted business norms, then the smartphone revolution is devastating business norms.”
Analysts at Morgan Stanley estimate that by 2020 there will be about 10bn mobile internet devices worldwide – 10 times the number of PCs currently in use.
But the story can’t be told by statistics alone, as compelling as they are. The arrival of tablets, Apple’s iPad in particular, and the popularity of location-based services, which use the GPS functionality of a smartphone to offer users services based on their location, have transformed the user experience – and the aesthetics – of mobile advertising. Put simply: it has become sexy.
“Traditional brands didn’t do much on mobile, but it’s changed dramatically in the last year,” says Mew.
In recent years, around two thirds of online advertising spend has traditionally been on ringtones and downloads, but 12% of spend last year came from companies that sell fast-moving consumer goods.
The look, feel and size, of the iPad, one of the fastest-selling new computer devices in history (it took just one month to sell 1m iPads; the iPhone reached the same target in 74 days), has prompted fashion brands and car companies to create sumptuous online campaigns that were only seen in glossy magazines or expensive television adverts until recently.
A great article on mobile advertising. Some times good mobile articles are hard to come by, this one is great.
The vast new profit streams of the mobile world can become an important opportunity for direct-response advertisers. The creation of successful mobile campaigns requires a combination of the knowledge that has already been accumulated in the world of result-based online marketing together with a thorough understanding of the differences, limitations, and options provided by the mobile platform. Here are some issues to consider:
Early Stage
Result-based marketers have only recently begun to expand into the relatively undeveloped mobile realm. The scale is much smaller than online, and there is little data available regarding the why’s and how’s of campaign success. There are few reliable measurement technologies – including only limited tracking – and CPA/CPL pricing methods are rarely employed. The situation is similar to the early days of online advertising – a decade ago – when tracking results and ROI were new and unfamiliar concepts. However, as happened with online advertising, mobile is developing into a profitable channel, based on the principles of measurement and accountability.
Unique Considerations
Unlike the online environment, mobile presents an ecosystem which consists of a mix of device types and operators – creating a greater challenge for mobile marketers. To optimize their campaigns and achieve maximum ROI, direct-response advertisers need to focus on these diverse parameters, ensuring optimal campaign delivery through the addition of multi-parameter optimization layers.
If you still are not looking at mobile advertising, here is another great reason to bring it up in the companies next marketing meeting.
Around the world, smartphone adoption is the trend, and with it, greater mobile internet usage. The EU-5 is no exception, and eMarketer expects the number of mobile web users in the UK, France, Germany, Italy and Spain to double between 2010 and 2015.
This year, more than 58 million residents of the EU-5 will use the mobile internet at least monthly, according to eMarketer estimates. That will represent less than a quarter of the population.
“Greater use of browsers and apps, in addition to the already widespread use of text messaging, mean enhanced opportunities for marketers to engage customers at every stage of the purchase process, from building awareness all the way through to after-sales service and customer relationship management,” said eMarketer principal analyst Noah Elkin, author of the new report, “Western Europe Mobile: Trends, Case Studies and Best Practices.”
Further good news for marketers is that Europeans are already fairly warm to mobile marketing efforts.
Mobile advertising hasn’t got all the buzz of social media, but this article is something you might find very interesting. I see it as a indicator of the direction that business are going to need at start engaging & embracing.
Withdrawal symptoms experienced by young people deprived of gadgets and technology is compared to those felt by drug addicts or smokers going “cold turkey”, a study has concluded.
Researchers found nearly four in five students had significant mental and physical distress, panic, confusion and extreme isolation when forced to unplug from technology for an entire day.
They found college students at campuses across the globe admitted being “addicted” to modern technology such as mobile phones, laptops and television as well as social networking such as Facebook and Twitter.
A “clear majority” of almost 1,000 university students, interviewed at 12 campuses in 10 countries, including Britain, America and China, were unable to voluntarily avoid their gadgets for one full day, they concluded.
The University of Maryland research described students’ thoughts in vivid detail, in which they admit to cravings, anxiety attacks and depression when forced to abstain from using media.
One unnamed American college student told of their overwhelming cravings, which they confessed was similar to “itching like a crackhead (crack cocaine addict)”.
