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]