The Landscape Evolves: Mobile Gets Traction
May 21st, 2009 by Nan Dawkins
MediaWeek says mobile advertising is delivering some surprising results. According to a recent survey of 1800 mobile users, 53% click ads, 24% make purchases directly from their smartphones and 35% request more information or a coupon.
Why the sudden shift? Iphones have made the mobile experience satisfying, which means users are accessing the mobile internet more and downloading apps. The rest of the industry is mimicking the Iphone, trying to catch up, which is leading to more competitive products and services and creating more demand.
The Kelsey Group predicts that by 2013, local mobile ad revenue will reach more than 3.`1 billion, up from $160 million in 2008. Mobile search gets the biggest peice of that pie, at 2.3 billion.
Marketers should expect increasingly sophisticated mobile opportunities over the coming months. Yahoo for example plans to allow advertisers to tailor their ads to the location of mobile phone users, enabling local business to advertise only to people within their area.
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I am not surprised at all that mobile advertising becomes another way of communicating the interests of a business. I can see a lot of growth in this area especially if the advertisers target there audience and location.