There can be little doubt that mobile advertising is one of the fastest growing markets in the mobile ecosystem. Google is going strongly after this market with its acquisition of Admob, and they are obviously the market leader in internet search-based advertising – so this is a natural progression for them. Other players are also making significant investment such as Apple, Microsoft and, more recently,Opera.
But don’t expect the big internet players to have such a dominant position in the mobile advertising world. The mobile Ad world is likely to split into multiple niche advertising products, such as embedded advertising in existing value added services such as games and apps, simple text based advertising delivered in innovative ways and direct push advertising to opt-in customers.
And operators are holding lots of the cards here! It’s actually rare that operators find themselves in the driving seat these days – most industry discussions seem to surround how operators are being by-passed by over-the-top services. But in this case the power really sits with the mobile operator as they are in possession of the customer data,and have the lowest cost delivery mechanisms.
So how will they take advantageof this strong position? Partnering is the way forward in my opinion. Success in this field will depend on getting the right blend of advertising expertise,technology innovation and data mining & analytics. I don’t know any operator who has that capability in house, but a righteous blend of an operator, an ad agency and a savvy platform vendor sounds appropriate. Google, Apple etc are obvious candidates for being part of that mix, but there will be a nagging fear among operators about getting into bed with such ravenously successful companies.
I’d love to hear other peoples opinions on how this will pan out! Also read the recent Forum
quick insight research report on this Mobile Ads as Apps.
Read More:
Posted
03-05-2010 10:33 AM
by
Martin Creaner