Mobile Advertising Grows Up 5/02/2008

As of yet, mobile advertising is by no means what anyone would call a booming market, in fact, put into perspective, of an estimated $440 billion spend across the globe in 2007, just under 1% of this spend comprised of mobile advertising. But in the minds of many, 2008 is the time to get into the mobile advertising market, with research suggesting that brand and media planners will be taking advantage of the unique benefits of the intimacy, immediacy, and ubiquity the mobile environment offers and integrating this into their inventories.

It’s been suggested that mobile advertising is in fact a mere 4 years behind the Internet in terms of maturity as a medium. If this is the case, mobile advertising could be seen to be of much higher importance by the time the London Olympics arrive in 2012 – seeing planners using mobile advertising as part of their above-the-line mix in much the same way as internet advertising.

In recent years, mobile network operators have struggled to define a role for themselves beyond that of a service provider and money collector, with the invention of new services such as WAP and MMS being largely misunderstood and ignored by the public. All this could change dramatically though, with the introduction of Blyk, a network that aims to provide users with a free phone service in exchange for their customer data and advertising exposure. Team this, with global brands such as Lynx and Mazda, who have seen encouraging results from pre-roll mobile advertising campaigns, then add the likes of search giants Google and social networking site facebook, both of whom are adding mobile applications and you can see that the kick-start toward mobile advertising is already well on its way.

So it really does look like mobile advertising is emerging from its ‘teenage’ stage (where everybody is talking about it but nobody is actually doing it) With mobile advertising having the potential to integrate the technologies and delivery mechanisms to improve mainstream brand messages and campaigns – It’s definitely time to get into the market!

Clearsilver are happy to undertake SMS campaigns and if any clients would like to talk to us about setting a campaign up they should get in contact with Louise Leach on 0113 307 5900.

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