Posts Tagged ‘mobile advertising’

Mobile Web Access, Apps on the Rise, per eMarketer

Thursday, June 11th, 2009

Applications of every sort have become ubiquitous in the mobile space.

On the heels of Apple’s success with the App Store, unveiled in July 2008, other device manufacturers and operating system providers, including BlackBerry and the Android platform championed by Google, opened their own virtual storefronts. Still others are readying for launch later this year, all hoping to take a bite out of Apple.

eMarketer projects that mobile Internet access, through either traditional browsers or installed applications, will see significant gains over the next five years, reaching 134.3 million mobile Internet users in 2013.

For many marketers, mobile applications constitute an increasingly necessary avenue for reaching and engaging with their customers, whether by building a proprietary application or sponsoring a third-party effort.

In both cases, the essential challenge remains: to understand consumer behavior and craft experiences that resonate with a target audience and integrate with other channels.

Source: AdWeek

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Posted in Internet News & Updates, mobile advertising | 1 Comment »

Study: Mobile Marketing to Grow

Thursday, May 28th, 2009

Americans are gradually warming up to the idea of buying things via their mobile phones, particularly young adults and men, found a new study conducted by Harris Interactive for the mobile credit card security firm Billing Revolution.

Harris surveyed 2,029 adults from April 29 to May 1, 1,883 of those surveyed were cell phone owners (93 percent). Close to half (45 percent) said they think that shopping via cell phones is “somewhat safe,” though just over a quarter (26 percent) feel that mobile shopping is completely safe.

Regardless, fewer than half of those surveyed (46 percent) said they would be willing to shop using their cell phones even if safety was not an issue. But attitudes vary based on age and sex, according to Harris. As with many emerging technology-driven habits, younger adults appear more willing to embrace change; 59 percent of the 18-34 crowd feels that mobile shopping is somewhat safe, versus just 34 percent of adults over 55. Also, half of men find the concept of cell phone shopping somewhat safe versus 39 percent of women.

The relative youth, as well as the male-skewing nature of the potential mobile shopping audience seems to influence the sort of purchases respondents indicated they would be willing to make. Harris found that entertainment is likely to emerge as a key mobile commerce category, as willing mobile shoppers said they would be most interested in purchases such as movie tickets, music, mobile video and games.

Officials at Billing Revolution said the survey results indicated that mobile shopping is poised for growth in the near term, as more and more Americans purchase sophisticated smart phones like Apple’s iPhone and spend more time accessing the Internet via these devices. “There’s clearly a large U.S. population of consumers open to the idea of making purchases via their cell phones,” said Andy Kleitsch, CEO Billing Revolution. “With consumers getting more comfortable navigating the Web from mobile phones, mobile commerce is poised for explosive growth, and consumers are very much leading the charge in this direction.”

Source: MediaWeek

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Posted in Internet News & Updates, Internet Researches & Reports, mobile advertising | No Comments »

Mobile Advertising Poised to Grow

Friday, May 22nd, 2009

When the economy turns around, local mobile advertising is poised to be the next big advertising trend, especially spending on local mobile search.

The framework for the emerging ad market is finally in place, according to a forecast from The Kelsey Group, a division of BIA, which will present its findings later today (Thursday, May 21) at BIA’s Winning Media Strategies conference in Washington, D.C.

By 2013, local mobile ad revenue is expected to reach more than $3.1 billion, up from $160 million in 2008. Mobile search will make up the lion’s share at $2.3 billion, dwarfing SMS, which garnered $100 million in 2008.

In five years, more than half of mobile advertising, or 56 percent, will be spent on local search, even though local search will make up a little over 35 percent of all searches, according to TKG.

The ability to more precisely target consumers gives local search advertising a revenue edge. “Mobile gets you closer to the point of purchase because it goes with you to the store,” said Michael Boland, senior analyst for TKG. “That’s good for categories where sales leads are highly valued, such as retail, restaurants, and arts and entertainment.”

If not for the economy, a mobile advertising market might have happened sooner rather than later. Today, 54 million consumers use mobile Web, growing to 95 million users by 2013. Smart phones, such as the iPhone, are getting smarter and easier to use with 15 percent of iPhone applications local.

While local made up 27.8 percent of all searches in 2008. But by 2013, that will reach 35.1 percent.

“When we come out of this, we’ll see a sudden interest and demand in mobile marketing,” Boland said.

To leverage the opportunity, advertisers will still need a point of entry, akin to today’s traditional advertising networks. “No one has really packaged local mobile search for advertisers,” said Boland. “Sales forces and strategies are yet to be determined.”

Source: MediaWeek

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Posted in Internet News & Updates | No Comments »