Chetan Sharma has a piece on mobile marketing, starting by looking at Japan as an indication of where Europe and the US will head. “According to Dentsu, mobile advertising revenues for 2006 will be approximately $373M or close to $3.8 per subscriber (for the year). By 2009, this number is likely to scale to over $6/sub/year…According to InfoPlant, almost 60% of the Japanese consumers use mobile coupons and discounts more than once a month. The US market is just starting to get organized and move from SMS marketing to mobile/local search marketing, interstitials, in-content ads, banner ads, etc. In 2006, US will do less than $1/sub (for the year) in mobile advertising revenues, bulk of which will be SMS marketing.” It’s true the market is beginning, but I still think companies like Xero will have a hard time getting the ad-dollars rather than suddenly boosting the industry several hundred percent.
There’s also a chart of the value chain, with 6 entities (which seems like a lot): Advertisers, Marketing Agencies, Enablers, Content Providers, Aggregators and Carriers.
There was also a webinar on mobile marketing with Bango and Yahoo…here is the PDF of the presentations. Bango spoke about browsing and banner ads, and Yahoo gave an overview of what it is doing with sponsored search.
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