December 16, 2009
2010 will not be the “Year of Mobile.” Why? Well, we believe that the proverbial “Year of Mobile” came and went in 2009. While some were taking a wait-and-see approach, innovative advertisers were in market with creative, relevant and impactful mobile campaigns. They were building mobile sites and branded apps, and they were implementing mobile strategies. Also, in 2009, a highly active developer community emerged, the penetration of disruptive smartphones continued and publishers quickly mobilized their sites. If this isn’t enough evidence—Google doubled down in mobile advertising as well. With all of this in mind, we’re excited to put the talk of the “Year of Mobile” behind us and instead, focus on continuing to grow the mobile ecosystem and deliver for advertisers.
Our Top 10 Mobile Predictions for 2010 provides a snapshot of some of the predictions we have for mobile advertising. We’ve based these predictions on observed consumer behavior, industry data, technology and device trends, and campaign analysis pulled from our network this year. There are details on each of the predictions in the attachment.
1. The U.S. Mobile Web Will Reach Nearly 100M Unique Users Per Month
2. Advertisers Will Invest Significantly in Site and Application Mobile Destinations
3. New Entrants to the Mobile Market Will Emerge
4. Location x Relevancy x Immediacy= Mobile Triple Play in 2010
5. Advertisers Will Increasingly Buy Audiences over Buying Media Properties
6. Mobile Will Be Called to Task on Privacy
7. Mobile Retail Activity and Commerce Proliferates
8. Demand Will Exceed Supply in Some Areas; Supply Will Exceed Demand in Others
9. Competition in the Application Space Increases
10. Agencies Demand Frequency Capping & SOV
