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Last week in San Fran, Informa held a Mobile Ad conference, which had speakers from all parts of the Mobile Ad value chain:
- Operators
- Agencies
- Mobile Ad Companies (enablers)
- Search Companies
There were some key themes drawn out, a few of which I’ve picked upon and reproduced here for your veritable edutainment:
- Brands – are beginning to spend serious money in Mobile, with budgets continuing to grow
- Operators – in Europe are more open and ‘facilitators’ of Mobile Advertising, whereas in the US it’s the opposite…
- Mobile Medium – Mobile Advertising should not be considered as simply an extension of online advertising, but a new medium in it’s own right, requiring it’s own original (ad) content
- iPhone – will have a strong influence on Mobile Ads because (a) people browse a LOT more, (b) it has captured the Agency creatives’ imaginations, and (c) the boundaries of what are possible on Mobile with Ads can be pushed that much more
This really is in line with what commentators have been saying about Mobile Advertising to-date; it’s a nascent market, and as such not all the kinks in the chain have been worked out yet. Things we do know are that (a) people are making money from this, (b) the big players are involved now, and (c) whilst Mobile Ads have traditionally been text/WAP banners, they are going to become a lot more sophisticated – especially if the list of attendees to the conference is anything to go by!
[Via: MobiADNews]
About The Author
Ben Robinson
Ben is a 10+ year veteran of the Mobile industry – starting his career when SMS was a still a relatively new concept for most people (!), he has now consulted on everything from bleeding-edge Mobile content, to the next-gen accessories you might view it on. As a result he has a broad and deep knowledge in numerous areas of Mobile – from network operators to device vendors, to infrastructure and middleware vendors (not to mention content delivery) – and has worked for companies in all of these areas! He is based in the UK, a hotbed of activity for mobile, and recently became a father for the second time – as oppose to in his younger years when he was happy spend time tweaking all manner of mobile devices to 'nth' degree, he now looks for services and hardware that provide the most efficient, compact, and reliable improvements to his already manic life! It’s his opinion that Mobile solutions should be there to help to make your life better – if a particular solution (be it service or device) isn’t doing this, he believes you need to ask the very important question of why you continue to use it... His focus at IntoMobile is mainly on Mobile content, services, and infrastructure, particularly as regards the UK market – and with the occasional look at devices. Additionally, using his extensive experience in the industry, he will provide commentary on the industry at large, with regular (and hopefully thought-provoking) articles.
