MMA Global - Article - Mobile Advertising

Mobile Advertising

The Market Just Got Bigger: The Impact Nokia Will Have on the Mobile Advertising Market

The second half of 2007 saw major online, media and Web giants like Google, Microsoft, and Yahoo! enter into the world of mobile media and advertising – a market that has thus far been owned by mobile advertising start-up and growth-phase companies.

As the former head of marketing of one of these mobile advertising growth-phase companies, Enpocket, industry players globally have been asking me how our acquisition by Nokia in October 2007 will affect the industry and why Nokia, the world’s leading handset manufacturer, would want to acquire a mobile advertising company in the first place.

Mobile Advertising: READY FOR PRIMETIME

If Winston Churchill was around today, he might say something along the lines of, “TV is not the best marketing channel, except for the fact that there are none better.” That may be starting to change with the explosion of participation media – connecting interactive media to the reach of traditional media. This coincides with the growth of mobile marketing for brands, agencies, content owners, and mobile operators.

The Role of Mobile Advertising in Messaging

No single player can make mobile advertising a success on their own. The deep technical requirements and dynamic nature of the emerging segment require an ecosystem of players. Mobile bandwidth limitations make access QoS a critical issue, thereby making carriers equal partners in the game. At the same time, carrier dominance is a thing of the past. Each player will need to recognize their own value-add and focusing on making it their core business. Trying to cover too many aspects of the eco-system oneself is what creates disproportionate cost structures, which in turn lead to unworkable revenue share demands.

Mobile Advertising and Its Advertisers

Hold The Phone! - Third Screen Media October 2007 Mobile Advertising Technology Providers In the first four installments of Third Screen Media’s byline series for The Messenger, we reviewed the mobile advertising ecosystem and three of ...