Comments on: What’s working in mobile advertising — and what might work in the future

By: The REAL Truth

The REAL Truth — Wed, 21 Nov 2012 02:41:12 +0000

Look at all you idiots commenting and peddling your products.

By: Simon Liss

Simon Liss — Tue, 20 Nov 2012 12:53:11 +0000

Is the real value of mobile really going to come from advertising? I would argue that mobile advertising has not really been 100% successful to date. Sure, the increased relevance that might come from location, social network integration and actionable offers might lead to more consumer value, but mobile advertising, whatever the format, will still be push marketing. Push marketing on such a small screen, with so much else vying for your attention is not, in my opinion, ever going to create long term relationships or value. It is invasive and somewhat backward looking – mobile has so much more to offer that a re-engineering of web display ads.

Jonathon Edwards looks to joining mobile with traditional media as a source of consumer value, and tying up these two channels makes perfect sense, but why stop there? Mobile is unique in that it is present across many channels, and stays with the user as they move from screen to screen, media to media and channel to channel.

In this increasingly multi-channel, social and reputation driven world, mobile has the potential to be the unifying element that turns a brand engagement into a brand relationship. Mobile is not just about any one thing, it has the power to be a part (big or small) of almost every consumer journey – allowing dynamic and intelligent comms and dialogue that blends the online and offline worlds.

What I am suggesting is a paradigm shift in marketing and comms. Starting to think less about mobile (or other channels) in isolation, and starting to talk about ‘experience’, is where the real consumer and business value lies. There are very big barriers to this happening. Specialist agencies and silo mentalities in corporations both conspire to mask the real consumer demand and value opportunity – Brands and businesses that are always accessible, consistent, meaningful and valuable across any channel.

Simon Liss
Heavy Air Ltd

By: AdTruth

AdTruth — Mon, 19 Nov 2012 23:27:21 +0000

Thanks for this great article on the importance of mobile advertising. As you mentioned, cookies don’t work and other solutions such as UDID and IFA only work in-app or raise serious privacy concerns. In order to move advertising forward with the mobile-obsessed world, marketers need to find a universal device recognition solution that will keep the interests of consumers and marketers in mind.

Four Ways to Circumvent Mobile Marketing Roadblocks – Read More
http://blog.adtruth.com/4-ways-to-circumvent-mobile-marketing-roadblocks/

By: Rebecca Caroe

Rebecca Caroe — Mon, 19 Nov 2012 19:59:16 +0000

Jonathan – great points. For the large brand who can afford to make highly creative, engaging advertising the engagement route is clearly the solution.
For smaller operators, they are best suited to focusing on search IMO.
The Internet is like a giant yellow pages directory and the best leveler of the playing field is search and niche content marketing, IMO.
Wrote a blog post about it http://creativeagencysecrets.com/the-internet-is-becoming-a-giant-yellow-pages/
And yes, don’t spam or we’ll have do not track and other tools used against the marketing industry and then our hands will be tied and we’ll have blown our chance to get real consumer engagement and deep data insights.
Rebecca Caroe
Creative Agency Secrets

By: Daniel Meehan

Daniel Meehan — Mon, 19 Nov 2012 14:04:36 +0000

@ TL Curtis. Agreed on the separation of desktop and mobile devices when it comes to consumer comfort with commerce. The overall mobile eco-system is in infant stages. As you mentioned about your blog, it sounds like you’ve not mobile optimized the blog as of yet. That is one small example of the challenges mobile advertisers, their agencies, and the publisher/blogging community face to really grow mobile media spending. It’s a highly fragmented market, with little to no audience tracking and none of the tried and true strategies of digital display. Companies like Coffee Table (http://coffeetable.com) are helping build and scale m-commerce enabled sites. In all transparency, my company PadSquad (www.padsquad.com) helps bloggers/indie publishers get free HTML5 tablet sites and matches them with national brand advertisers. The point is: the industry will change and grow quickly, only because consumer activity is demanding it. Cheers- Dan Meehan, @meehandanile @padsquadmedia

By: Jonathan Ellis

Jonathan Ellis — Mon, 19 Nov 2012 02:54:17 +0000

The true value in mobile and the future growth of this media will be when it is used not as some ‘stand alone’ push ad solution but rather as a way to create engagement between brand & consumer from traditional media. See, hear, read be recommended a brand message, go mobile and land to a real time optimized solution. The real time collection of opt in data from the consumer and invaluable media analytics will lead this ‘personal’ connected device to serve true purpose. JUST don’t use it to spam consumers or else your mobile experience will be short lived.

Jonathan
TheTMSway Ltd

By: E! Man

E! Man — Sun, 18 Nov 2012 07:25:47 +0000

I agree that mobile advertising has a way to go before it reaches the potential we all know it has, but that day is coming much sooner than it is implied in this article. The sophistication of mobile advertising tools and resources is coming along great. I can attest to this as a developer. Airpush’s new SDK, for example, represents the next generation of mobile advertising resources, particularly when it comes to ad format diversity and a host of other bells and whistles. My CPMs for the last few months would back this up to. So I think there is reason for a lot more optimism than what’s being portrayed here – http://www.airpush.com/advertisers

By: Rob Woodbridge

Rob Woodbridge — Fri, 16 Nov 2012 19:32:37 +0000

Great summary Ryan. I think it is the location-based marketing and the category labeled “other” that will really show the power of the mobile platform to drive sales, foot fall and brand engagement. Banner ads, interactive banner ads, sponsored posts and search advertising are often times far too random to generate consistent and effective results. Mobile is about targeted, focused outcomes with real results. Plus, can we really be happy with a 2% “effective” rate on mobile?

By: T.L. Curtis

T.L. Curtis — Fri, 16 Nov 2012 13:56:27 +0000

*its :D

By: T.L. Curtis

T.L. Curtis — Fri, 16 Nov 2012 13:53:35 +0000

*ramifications

I agree with Miko. I’ll admit that I don’t even pay that much attention to how my blog comes together in it’s mobile format. But if this is the way things are moving, maybe it’s time that I start doing that. I’ve heard some of my friends and family state that they’re not comfortable with buying things on their phone because then they’ll get texts from the companies they purchased from, or those businesses will have that information. I thought that was interesting because they don’t seem to mind the clump of emails that they get from businesses on the internet from their desktop, yet they still use that method pretty frequently. Interesting…
tlcurtis.us