The Challenges of Mobile Advertising

Datacomm Research has released a report on mobile advertising, arguing that inundating mobile users with one-way ads isn’t going to work…it will be far more effective to set up long-term two way communications with them. This is something I agree with. The biggest challenge facing mobile advertising is the same as all mobile content — ease of use. “Independent mobile information services that push desired content to mobile users, preloading it when possible, and using a mix of mobile phone, Wi-Fi, and Bluetooth access when necessary, are the solution.” It goes on to argue that most mobile content will be ad-supported…
Ad-supported mobile gaming site GameJump has released some stats from its site, possibly because of the skepticism its business model has faced. In terms of the success of its advertising, the company behind the site Greystripe claims there’s a 15% clickthrough rate worldwide (12% in the US). In the US 59% of the users are male, while internationally the figure is 79%, and all up 36% of the users are 18-24 and 31% are 25-34. The figures are a sample size of 55,000 game players.

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