madcomments

There’s a lot needed to get mobile to this kind of level. For starters:
Common standards in measurement and reporting….
Targeting on mobile is still in its infancy. Next year we’ll see a much greater emphasis on segmentation….
Innovation in ad presentation – we’re too dependent on the fixed line internet as a model….

That said we are already seeing terrific returns from mobile advertising on wap, both as a buyer and a seller: we’ve been active for a year….

I’m not convinced that mobile marketing will work. I don’t mind ads being sent to me via email but on my mobile…it’s just too close for comfort. My mobile is my own personal space and the one item that is free from advertising. I find it annoying even when Orange texts me to tell me special offers and I’m on that network. The only ‘advertising’ that I think works so far on mobiles is when club promoters text you for guestlist…but that’s pure convenience.

Mobile advertising can work for sure, but the supply and demand issue needs to be addressed in the first instance. In the mobile market today, we have too many advertisers and too few publishers with enough traffic for mobile advertising to take-off in the way everyone thinks.

I don’t think reporting is a major issue, as long as you run through a mobile agency, and as long as they have decent ad-serving technology. The only problem with tracking/reporting comes when you go direct to a small publisher.

I am not sure mobile advertising will ever reach the dizzy heights of achieving half of companies marketing budgets. The reason for this is: Mobile advertising (as it is now) is great for brand building (any company) and good for ROI (for mobile content/service companies). But I can not see major brands such as Ford (who do use mobile for brand) spend large amounts and diverting from online/tv/Print etc.
- Another key point for this is.. There is not enough inventory out there.

Many mobile content companies / publishers are now just using ad funded models, another sign things are moving forward?

The mobile industry is ever changing and moving very fast. Who knows what will happen in the future, one thing is for sure; everyone is watching with interest!