Mobile Advertising’s Challenges

Russell Buckley (the MobHappy guy) has been appointed managing director in Europe for Admob, and gives an interview about the mobile marketing market.
Some excerpts:
“Some of the bigger names on our network haven’t got all that much traffic in comparison to these new upstarts,” he says. “It’s like when the Internet came along, and traditional publishers were very slow to catch on, so allowed big brands like Yahoo and Google to develop. It will be interesting to see if that pattern’s repeated on mobile. The upstart brands are already pulling in huge traffic, probably bigger than the Yahoos from the internet world. These companies could be the Googles and Yahoos of tomorrow.”…The thing that everybody forgets about location-based services, thinks Buckley, is time. That internet cafe may want to serve an advert up to you at 10am, when it’s quiet, but they probably wouldn’t want to in peak times like lunchtime. “It adds complexity, as a lot of advertisers won’t want to advertise 100% of the time,” he says. “The time element is something people always forget. But I’m not saying it’s impossible to work these issues out.”
Related articles:
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Admob Serves 250 Million Ads

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