Mobile search is indisputably a potent way to generate value. Consumers find what they want, marketers gain traffic by providing relevant offers and advertising, and mobile operators and service providers capture more revenue from increased mobile content purchases. The industry isn’t there yet, but the last months have seen a quantum step in this direction. Eric McCabe, VP of Marketing at JumpTap, a search engine provider, tells me his company is working with marketers and Search Engine Marketing companies to build a mobile-specific advertising inventory for operators. The company is also building a mobile search index. “There needs to be an interface for advertisers to come in and begin to bid for those key words and deliver relevant advertising to searchers.” Other mobile search providers are jockeying to provide similar capabilities. Why? Because the combination of mobile search (particularly personalized search, which can because it can pick up on clues users leave behind such as their preferences, click patterns and download history) and mobile advertising will be transformational. But don’t just take my word for it. Tom Burgess, CEO of Third Screen, the largest mobile ad network, believes the menu of mobile behavioral, and other targeting options, is about to expand dramatically – thanks in part to mobile search.
In his interview with Behavioral Insider, Burgess points out that a change in mindset on the part of mobile operators is changing the rules of mobile advertising forever. “รข
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