Mobile Advertising: More Flash Than Cash
ADOTAS — Online marketing researchers eMarketer released a report that casts aspersion on overzealous mobile-marketing boosters. eMarketer argues that mobile marketing – despite the launch of the iPhone and other “under-the-hood” improvements — is not in fact the new hot thing.
“2007 was not the ‘year of mobile marketing’ that it was advertised to be,” John du Pre Gauntt, eMarketer senior analyst and author of the report Mobile Advertising: After the Growing Pains, told eMarketer’s newsletter. “And 2008 won’t be either.”
A wet blanket may temporarily douse some industry players’ enthusiasm about the mobile market, but the fact remains – it is still growing, it’s just not booming. Spending will reach $19.15 billion worldwide by 2012, the vast majority of which ($14.17 billion) will be allocated to mobile message advertising. (The U.S. will see about $6.5 billion worth of action).
Compared to other forms of interactive platforms mobile still has a long way to go before it gains a serious slice of the pie. Alternative advertising, which encompasses social networks, interactive advertising and yes, mobile, is expected to grow by 20.2% in 2008 to $88.24 – in the U.S. alone, according to PQ Media.
So what’s holding mobile back? It may be privacy issues.
“A clear bone of contention involves customer information,” Gauntt said. “All parties agree that better targeting will happen, given the personal nature of mobile phones, but the question of how to use customer information to improve ad targeting while respecting privacy remains elusive.”
Reader Comments.
No comments yet
Leave a Comment
Article Sponsor
More News
-
Loading ...
Latest News
- Funding in Brief: $10M for Spongecell, $8M for Prolexic February 9th 2012 ADOTAS – Rich media ad company Spongecell has raised $10 million [...] more »
- Google AdMob Axes Minimum Bids, Targeting Fees February 9th 2012 ADOTAS - As of Feb. 15, Google will change its [...] more »
- Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads February 7th 2012 ADOTAS - So, it’s the Tuesday after the Super Bowl, [...] more »
- Facebook to Serve Mobile Ads in Coming Weeks February 6th 2012 ADOTAS – According to a Financial Times report, Facebook will [...] more »
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile February 6th 2012 ADOTAS - During the Super Bowl yesterday, mobile ad network [...] more »
- Sponsormob Leads the Way Into RTB for Mobile February 3rd 2012 ADOTAS – For more than half a decade, Berlin-based tech [...] more »
- Weird Study: Mobile Purchasing While in the Bathroom on the Rise February 3rd 2012 DM CONFIDENTIAL - According to 11mark, three-quarters of Americans with mobile [...] more »
Features
- Attribution Online: Introducers and Influencers and Closers… Oh My! February 9th 2012
- With gTLDs, Global Branding Starts with a Name February 9th 2012
- Rethinking the Online Advertising Ecosystem, Part One: Independent Publishers February 8th 2012
- Case Study: Social Ad Effectiveness February 8th 2012
- Video: “Build an SEO Foundation” Excerpt February 8th 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- PS Technical Writer - SEO Data Analyst
- Interactive Project Manager
- Media Buyer
- PHP Software Engineer (Facebook Platform/Social AP
- SEO/Marketing Internship at Green Education Startu
Recent Comments
- News about Google Adwords issue #412: [...] ads for AdWords to adCenter and align with industry standards, adCenter has chang
- VB: What exactly makes an ad "high quality"?
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile - ADOTAS | Mobile2 | Scoop.it: [...] background-position: 50% 0px; background-color:#222222; background-repeat : no-repeat; }
- Mobile Marketing News: [...] Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile Meanwhile,
