Mobile advertising on the go

Mobile advertising is one of those fields that has high expectations but hasn't quite delivered to the expectations till now. This week I had the opportunity to interact with two leaders working on cutting-edge stuff in mobile/Internet space: Mr. Sumeet Khanna VP of Microsoft, Canada & Mr. Shane Green, VP of Navteq (recently acquired by Nokia). This article is based on my learning from these meetings & some research.

The two key aspects why mobile advertising has lured advertisers are:
1) Targeting - Mobile ads are highly effective in targeting customers.
Television, called the primary media is a very general form of media. Every member of the family watches TV, hence it's difficult for the advertiser to focus on the target audience. PC advertising has more focus, thanks to content based advertising pioneered by Google, but the effectiveness of the Ad is reduced because of far too many Ads on the screen. Mobile phone, with its personal use & far little display space can be most effective in advertising.

2) Location based ads - mobiles can be carried around everywhere & its easy to track the customer location. Because of these reasons advertisers can run location based ads. For instance assume you are in a shopping mall now. A clothes store that's running a discounts sale can send you an SMS about its sale. This might trigger you to go to that store even though you had no intent of shopping for clothes.


Let's now focus on the mechanisms that advertisers use to sell their product.
SMS, due to its ease of use & basic system requirements, continues to be the primary form of advertising. It leaves way behind other forms of advertising.
An average SMS takes much lesser space than the 160 character limit. Some of the service providers are experimenting with appending an advertisement to each incoming message.

With the advent of high speeds & smarter phones, advertisers can deploy graphics based & more interactive ads. Since mobiles are relatively slower devices with lesser graphics support compared to PCs, displaying mobile advertisements require a company to maintain a separate site for its mobile customers. 26% of top 100 US sites have a mobile micro-site now. Check m.facebook.com for an example. As I had mentioned in this previous article, iPhone seems to be real trend setter & has driven mobile data rates to new high.




To make effective campaings, its good to understand when a customer uses her mobile to access the Internet. According to Interactive Advertising Beureu, a mobile user accesses the Internet mainly in the following scenarios:
1) When the user is busy in a work & wants to access the Internet to lookup for some references. He doesn't want to switch on his laptop/PC for a small job.
2) He wants to kill some time by playing a mobile game or some similar app.
Understading these usage patterns of the user is essential to build effective mobile ads.


The main roadblock in future increases in mobile Internet access seems to be high prices charged by service providers for these services. Going forward, with increasing ad based revenues, service providers may reduce these rates. Virgin mobile with its "sugar mama" campaign is already experimenting on this front.


The future of mobile advertising seems to be on the slow but steady path now..

References:
http://www.iab.net/media/file/moble_platform_status_report.pdf
http://www.telecommagazine.com/article.asp?HH_ID=AR_4357