In order to survive the difficult economic conditions, mobile operators and their advertising partners should bear in mind the following trends.
- Search advertising will become a key platform on mobile. Major online search players, such as Google and Yahoo!, are better placed to attract mobile advertising spend than new entrants or mobile-only players, at least in the short term.
- Producers of highly popular branded content will look to capitalise on brand by selling mobile advertising directly. For example, UK pay-TV provider BSkyB began offering mobile display advertisements in November 2008, served on its mobile sports and news syndicated services.
- Developing markets and 16–25 year-old users will be particularly responsive to mobile advertising. Attention has centred on targeting advertisements by subscriber interests or behaviour, but simpler targeting (by consumer age or level of market development) can be very effective as a lower-cost starting point.
- Ad-funded services and applications will be a significant growth area. As consumers tighten their budgets, ad-funded or ad-subsidised games, music, video and even messaging services on the mobile present excellent opportunities for advertisers to reach targeted audiences.
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