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AdMob may currently be the largest mobile ad network, but Apple is bullish that dominance won't last long. In the six months that Google's purchase of AdMob spent stalled by the Federal Trade Commission, Apple purchased Quattro Wireless, integrated the business and launched iAds. Today, Steve Jobs announced that iAds would take in 48% of the mobile ad spend in the second half of 2010.
That's wishful thinking if you ask AdMob's CEO Omar Hamoui. On stage with John Battelle at CMSummit, Hamoui took a moment to dispel some of the boasting that Apple has made about mobile.
A new study of mobile advertising shows that there is more to mobile advertising than the iPhone, as it was outperformed by both Symbian and feature phones in terms of click through rates.
The survey comes from mobile advertising firm Smaato, which has looked at mobile click through rates worldwide, based on the 6bn ad requests served through its network in April.
For those who admire Apple, it's always interesting to watch the loyalty Apple commands from its most loyal customers and how that loyalty manifests itself. It has been said that Apple CEO Steve Jobs accomplishes his magic through the use of a 'Reality Distortion Field.'
The Steve Jobs Reality Distortion Field isn't, however, simply limited to consumers (or the media). Apparently it is making its way to Madison Avenue.
What's in place to measure advertising within mobile augmented reality applications?
When it comes to print advertising, audit circulation bureaus provide the best verification of frequency and reach for broadcasting ads to a targeted audience. TV has Nielsen ratings and other vendors approved by large advertisers to measure frequency and reach. On-line digital advertising vendors provide data about ads rather than published content. Thus they have the ability to measure ad engagement, not just published content engagement like a TV show or a magazine.
When it comes to marketing, 'location, location, location' has always been important. But thanks to the rapid growth and maturity of mobile technologies, 'location, location, location' is taking on new meaning.
Location-based advertising is potentially the holy grail of mobile marketing. And it appears that Apple, which occupies an important position in the mobile market with the iPhone, apparently wants to keep location-based advertising opportunities to itself.
Consumers will spend $6.2 billion this year on mobile apps, downloading 4.5 billion times from app stores. Yet eight out of 10 app downloads won't be sold at all, but rather be free to end users. Advertising and marketing will close the revenue gap.
These findings come from Gartner, which forecasts worldwide mobile app downloads will exceed 21.6 billion by 2013. Free downloads will account for 82 per cent of all downloads this year, 87 per cent three years hence.
It's been the year of mobile for about a decade now. But thanks to the iPhone (and other smartphones), it looks like mobile advertising is set to make some actual progress this year.
According to new study by Gartner, mobile ad spending worldwide will grow 74% this year to $913.5 million but not really accelerate until 2011, when advertisers are expected to commit to mobile as part of the digital shift in the ad market.
And what is bringing in the most money in mobile so far? The dreaded banner ad.
More than half of respondents to a recent survey said they find mobile an easy-to-use platform with which to communicate with their favourite brands, and agreed that they would be willing to pass on offers to their family and friends.
The research, endorsed by the Internet Advertising Bureau and the Mobile Marketing Association, shows 54% of the people questioned would be willing to use mobile to interact with "brands of their preference".
What's the appeal of entertaining mobile answer services? For example, were you one of the almost North American 500 mobile ChaCha text questioners wanting to know the running time for "Angels and Demons"? If so, why? Are we so busy that we would choose a movie based on its running time?
The nifty thing about ChaCha (tagline: ur mobile bff) is it isn't mobile-only. You can visit the website to query the types of questions submitted and read the responses. Following, are some of the more interesting queries about "Angels and Demons":
Digital marketing will get a few disruptions in the near future, according to this version of Razorfish's Digital Outlook Report.
While most of the press attention has gone to the agency's bullish outlook on social media (surprise, surprise), the warm fuzzies stopped there. Consider the following predictions from Razorfish analysts and executives:
Luxury brands are gasping for air. Automotive doesn't seem to know where its next metaphorical meal is from. And the fabled Year of Mobile has not yet dawned. Yet despite it all, Jaguar and Land Rover have together committed $1.6 million to US mobile advertising.
That's a big, big buy. And it represents only 60 percent of the automakers' total mobile budget.
Mobile ad network AdMob will be running the campaigns, once they stop jumping for joy at company HQ. Earlier this month, the company got a C round cash infusion of $12.5 million.
As an article in Ad Age points out, this level of commitment to the mobile platform borders on the unprecedented. Mobile is still very much in the sandbox of digital spending, accounting for only a small proportion of experimental marketing budgets -- and who's experimenting with money these day?
The report cites TNS Media Intelligence data indicating Land Rover spent $63 million on domestic measured media in the
It's not all doom and gloom when it comes to ad spend forecasts. The Kelsey Group is bullish on local mobile advertising over the next five years.
OK, so we've all heard this year will be "the year of mobile" for seemingly as long as "next year in Jerusalem" has been intoned at Passover seders. Nevertheless, Going Mobile: The Mobile Local Media Opportunity makes some interesting predictions.
US mobile ad revenues are predicted to grow from $160 million last year to $3.1 billion in 2013, a compound annual growth rate of 81.2 percent.
Kelsey splits ad spend into three distinct categories: display, search and SMS messaging. Last year, $21 million was spent on display; $39 million on search, and $100 million on SMS.
By 2013, search will reign supreme, according to the report, accounting for $2.3 billion in spending. Mobile display ads will account for $567 million, with SMS advertising accounting for $270 million in spending.
Other interesting findings include these tidbits: