Demand for mobile advertising will soon massively outstrip supply
Demand for mobile advertising will soon massively outstrip supply
Demand for Mobile Ads Will Massively exceed supply, says report
It was only a matter of time before a mobile phone near you started to deliver advertising.
Now, says Bango CEO Ray Anderson you can't ignore the advertising revenues offered on the mobile phone
“By the end of 2008, twice as many people in the world will use a phone, instead of a PC, to hit the net. So a mobile web presence makes perfect sense for brands who want to reach out to their consumers. Mobile advertising will be the most powerful tool for creating demand,” he says.
That's a given. What we don't know yet is the format for mobile advertising. Nobody really knows. Never trust anyone who pretends they do. We'd all like the answer to the bezillion dollar question.
What we do know is that there are massive prizes at stake. Estimates for the value of the mobile advertising market vary from $2billion - $11.5 billion by 2011. What is certain is that this industry is growing fast. Analyst firm, Visiongain, forecasts that mobile advertising will become main stream by 2008.
Advertising could be far more powerful on mobile than any other media. Why? It's personal. Unlike PCs, every mobile has one unique owner. So businesses can always know exactly who they're talking to. This means campaigns hit their targets far more efficiently than in print, on the TV or indeed on the web.
A lot of British TV ads are American made, with badly dubbed on 'limey' accents. These just alienate the audience.
Contrast that with the care out into a mobile ad campaign. Each broadcast can be varied according to the tastes of the specific niche group. Every assault on our senses can be fine tuned. So advertisers can vary their story from country to country. The message can be tailored for different networks, or to particular handset makes and types.
Better still, there's far more efficient means of tracking feedback. It is possible to identify and track the traffic generated from advertising campaigns so advertisers can better understand what works.
Anderson should be a reliable witness. Bango and its community of businesses and brands sell digital content on mobile phones. They're at the forefront of realising the value of mobile advertising.
Bango uses a network of advertising partners – like adhoc mobile, AdMob, JumpTap, MADS, ScreenTonic and Third Screen Media – to address the specific needs of its clients.
“Unlike PCs which are often shared, the phone is entirely personal. It is almost always on and always carried wherever the target goes,” says one ad manager. “Our crosswires are constantly on the target, and we can pick the bugger off just by squeezing the trigger on our advertising gun.”
So mobile marketing, that includes mobile advertising, is all about building a strong one-to-one relationship with individual consumers.
Brand that have a desktop web presence now need a mobile web presence. That or a new marketing manager. Through these mobile websites, businesses provide consumers with free and premium content, information, service updates, competitions and other forms of online services. This richer web-like experience is better than messaging-based marketing because it enables businesses to have a direct, interactive relationship with their consumers.
Another unique benefit of marketing on the mobile web is the amount of detailed information available about each phone user. It is already possible to know information about the visitor’s country and what network they use along with their handset make and type, language and currency.
In addition, it is possible to profile that user’s buying habits to build a valuable picture that further enhances the success of a mobile marketing campaign.
“Mobile phones will replace TV as the most important advertising medium for the industry,” says Andrew Robertson, CEO of BBDO global advertising network.
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