24/7 Real Media has released some predictions for the online advertising industry in 2006…two relate to the mobile industry:
–5. Best practices in localized mobile marketing will be perfected overseas in 2006
The explosive growth of mobile ownership and the emergence of novel mobile behaviors in India and China will far overshadow mature markets elsewhere in South East Asia. With low PC ownership rates, cell phone and TV will continue to dominate the consumer’s interactive media experience. Less restrictive regulatory environments coupled with the introduction of current generation mobile infrastructure have created a thriving market for rich media mobile content and value added service providers. Wireless carriers will soon deploy services with the ability to pinpoint local audiences and serve them targeted local advertising using enhanced, searchable “yellow pages” functionality. These markets will not only see the emergence of new use models, but also new business models. As a result, best practices in local advertising will be perfected in overseas markets long before they arrive in the United States. Interactive advertising providers with global reach and scale will benefit most from this trend in 2006, and be able to leverage these opportunities well before their landlocked peers.
–9. Mobile carriers will adopt new ad models to boost revenue beyond usage
The next year will see mobile carriers begin to experiment with a variety of ad models and delivery platforms as they look to expand their revenue beyond usage. In addition, 24/7 Real Media experts anticipate that video ads will begin to appear on phones as mobile video usage increases to the approximately 6.1 million subscribers, reported by M:Metrics. SMS will be utilized primarily as a customer relationship management (CRM) tool for advertisers to continue dialog with existing customers much in the same way email is currently utilized. Ad standards will also begin to shake out for WAP display ads through the efforts of the major carriers, service providers and mobile industry group, MMA.
Related stories:
–Nokia’s Bluetooth Based Content Service, Launched With EMI
–Bollywood And Advergaming
–Ads On 3
Subscriber content
?
Subscriber content comes from Gigaom Research, bridging the gap between breaking news and long-tail research. Visit any of our reports to learn more and subscribe.
Advertisement
Advertisement
Advertisement
Comments have been disabled for this post