Jupiter Research analyst Julie Ask has written about mobile search for RCR News, claiming that the mobile form factor is still inhibiting mobile search and predicting that ad-supported mobile search will gain momentum this year. Interestingly, she said that the audience for ad-supported search was ready, but the advertisers may not be…”Advertisers and marketers leveraging the mobile platform, however, are looking to target a much smaller, tech-savvy audience than the mobile subscriber population broadly…Advertisers, however, must have a purpose for paid mobile search (e.g., selling tickets, mobile content or a cup of coffee) and a “place” for mobile subscribers to “land” when they do click on a search term”. She warned that there are opportunities for advertisers but they must keep their expectations realistic “given the size of the audience and limitations of the form factor”. The gist of her article is that there is a lot of promise in search for advertisers and it’s going to get better — but don’t expect that “better” to be here now.
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