Magazine article Folio: the Magazine for Magazine Management

Why Does Mobile Seem Immobile? We Have Device Growth and Infrastructure, but Where's the Ad Revenue?

Magazine article Folio: the Magazine for Magazine Management

Why Does Mobile Seem Immobile? We Have Device Growth and Infrastructure, but Where's the Ad Revenue?

Article excerpt

Why has mobile yet to, well, mobilize? There are a number of reasons--a few of my favorites are:

* ECONOMIC DOWNTURN: As mobile was ramping up, the economy slowed down. Advertising budgets, particularly test budgets for new media, became difficult to acquire.

* GROWTH OF SOCIAL MEDIA: The development of Facebook and Twitter stole some of the spotlight. Coupled with the tight economy, advertisers sought lower-cost 'social media,' perceived to be viral and free in nature. Ironically, mobile has been silently driving much of the traffic behind social media, which was confirmed when Facebook released mobile figures in advance of their IPO.

* LACK OF CONSUMER DATA: Handset penetration, publisher audience figures, demographics, response rates, install rates--the list of complaints from advertisers seems endless.

Fortunately, the industry has made steady progress despite all of these obstacles. In fact, the marketplace for mobile ad inventory is as advanced as its cousin in the wired world. Mobile ad exchanges, Mobile DSPs and a host of buying models now offer advertisers unrealized opportunities while simultaneously providing publishers with the ability to monetize the mobile channel.

THE CHALLENGE

Premium mobile media CPMs may still be a challenge for most advertisers to swallow, as the industry has one final obstacle that stands before it: An understanding of how mobile relates directly or indirectly to overall media consumption.

The role of mobile in the marketing mix has been a discussion topic my company Mindshare has been exploring for some time. Recently, it has picked up tremendous speed as we enter into 2013 planning season. Client inquiries suggest a positive outlook for the industry and growth looms on the horizon. To spur spending, many publishers have offered cross-media studies, to help advertisers understand the duplication and effects of advertising within mobile, digital, and print properties. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.