Monthly Archives: March 2011
According to the Internet Advertising Bureau [March 2011, “Ad Spend Figures 2010”, IAB] the long predicted growth of mobile advertising is finally being realised. Their new report released this week indicates 2010 was a year of exceptional progress for mobile advertising with the UK market increasing 116% to £83m in 2010. This spending was led by the entertainment and media sector, but with encouraging growth from finance, telecoms and consumer goods advertising. What were the foundations this growth?
Mobile phones are no longer used solely for calls and text messages, users now pick up their handsets to communicate in a number of diverse ways, including email, instant messaging, chat services, social networks and internet messaging services, such as Skype. As mobile phones both smartphones and feature phones have developed and improved, the various ways to utilise the mobile device have flourished. The overall user experience has improved as mobile phones have benefited from larger, more interactive screens, enhanced operating systems, more sophisticated browsers, greater network coverage and more affordable data plans.
The consumer appetite for the mobile internet has resulted in an increased number of services being presented to mobile users. Brands familiar to consumers as offline companies have been impelled to create a mobile presence and have gradually included mobile as part of their competitive strategy. There is now enormous concentration from brands and advertisers to utilise mobile to engage their target markets for a complete variety of products and services; and marketers are recognising the worth of the mobile channel.
There are currently a vast number of brands accommodating mobile advertising with enormous success to accomplish numerous objectives, ranging from audience engagement, greater brand awareness, increased traffic to specific sites and generating purchases via mobile phones.
It appears that 2010 was the beginning of the next generation of advertising with a complete array of appealing prospects for brands and advertisers to fully exploit in the coming years.
Mobile phone networks in Britain will be able to provide internet speeds up to 16 times faster than current technologies after OFCOM unveiled plans for 4G coverage.
OFCOM, the independent telecom regulator, has announced an auction for the right to provide high-speed services to consumers and businesses in a sale that could raise more than £10 billion for the government.
It is envisaged that four companies would buy the right to offer 4G services — already available in the US — from 2013.
Typically, they should offer speeds of 4 to 8 megabits per second (Mbps), compared with the 0.5 to 2 Mbps of most existing 3G services which currently connect high-tech devices such as iPhone, iPad, Nokia, Android handsets and tablets, Samsung and HTC to mobile masts and the web.
The speedier system will allow people to smoothly stream high-definition TV and films on their smartphones, laptops and tablets on the go , using such services as the global leader in mobile TV Yamgo.
However, rural areas may face a long wait for the mobile revolution, as successful bidders will have until 2017 to achieve coverage for 95% of the country.
The auction will cover two significant spectrum bands within the so-called ‘sweet spot’ which is most suitable for mobile communications – 800 MHz and 2.6 GHz – made available as a result of the government’s decision to end analogue TV broadcasts in a switch to digital transmissions.
OFCOM chief executive Ed Richards said 4G offers “much better data services and therefore all the kind of things you can get on your broadband at home or in your office and that you aspire to do through your smartphone or tablet computer and so forth, that is exactly what 4G services will enable.”
Latest research by RNCOS indicates the potential of the global mobile TV over the next two years.
The firm’s “Global Mobile TV Forecast to 2013” [RNCOS, 2011] forecasts that the number of mobile TV subscribers worldwide will grow at a CAGR of over 47% during 2010 – 2013 on the back of increasing mobile subscribers, increased smartphone sales, greater cellular and Wi-Fi network coverage and the rapid adoption of mobile tablets such as the iPad and iPad 2.
The analyst says that rapid growth into the overall mobile phone market has led to a very high mobile TV penetration rate in most of the major markets. Moreover, with mobile market penetration now greater than 90% in many countries, mobile TV now has the potential to appeal to the mass market.
Big opportunities now exist for various industry players including mobile operators, content providers, handset manufacturers and global over the top mobile TV streaming services, such as Yamgo.
The new research indicates that streaming video technology will dominate the global mobile TV subscriber base by the end of 2013. Early movers such as Yamgo appear set to capitalise on the rise in mobile TV consumption and continue their rapid expansion of content offerings and regular users.
Mobile advertising will become bigger than TV advertising by 2020.
Agency executives, brand marketers and various industry experts have discussed the future of mobile phones as a realistic and significant advertising channel. What makes mobile advertising unique? What are the prospects for mobile ads, and how will mobile advertising evolve over the coming years?
Almost all voices within the industry agree that mobile advertising will one day unavoidably outsize promotion on TV and every other digital outlet.
Expected and unavoidable but when will it happen?
Here are four reasons why brand advertising expenditure on mobile will surpass that spent on TV by the end of the current decade.
1. Mobile Advertising Offers A Continuous Approach to Audiences – Anytime, Anywhere
Picture an audience that incorporates the considerable majority of the world’s spending might and can be tapped into by marketers whenever and wherever they want with qualification and accuracy. Mobile advertising offers this to brands seeking a connection with their market.
Ever developing mobile devices, such as smartphones and tablets, enable brands to engage their intended market at any time and in any location. In the near future, the majority of society, not only in Western Europe but the wider world as well, will utilise smartphones more impressive and user friendly than the finest computers available at present.
By 2020, mobile devices will be the principal way that populations absorb data and media. A fresh study, carried out by market analysts Zokem [Jan 2011], declares current smartphone users spend 667 minutes per month using mobile apps, 671 minutes text messaging, 531 minutes making phone calls and 422 minutes scanning the internet. As mobile data speeds increase, mobile content advances and mobile user experience continues to progress these figures will grow over time.
2. The Most Prominent Messaging
In a recent study, 75 percent of individuals disclosed that if they left their mobile phone and their wallet at home, and were only able to go and collect one, they would plump for their phone. Mobile devices attach us to all of the things we deem important: our family, friends, our favourite music, personal pictures, games and services like mobile TV. They are individual, private and constantly demanding our attention.
TV, in comparison, has become an interactive media experience almost by accident. TV no longer demands 100 percent attention from users. Consumers now multi-task whilst watching TV, browsing the net, updating social networks and playing games with their mobile phone or tablet.
Brands and advertisers will no longer continue to accept expensive TV advertising that is often disregarded when they can instead opt for a medium that reaches the most engaged and focused users.
3. Interaction Instigates Greater Concentration
Tactile interaction on a mass scale via mobile devices will establish itself as one of the most celebrated developments in brand marketing. Mobile devices have become so user friendly, commonplace and fun that young children adapt to them almost instantly. Teenagers have become so familiar to tactile digital interaction, that they now assume it exists for every other media screen.
For brands and advertisers, touch is the supreme opportunity to connect with consumers. The entire process from commercial to sale is available at the fingertips of the user. If the consumer is interested in learning more about the product they can tap the screen, zoom in on the product details by simply sliding their fingers and with an extra tap buy the item.
4. Confirmation Is In The Results
Advertisers and marketers are unable to efficiently target audiences, measure ad effectiveness or alter campaigns at short notice by relying on TV adverts.
The emerging volume of statistics illustrating the effectiveness of mobile ads, clearly demonstrate that first-rate mobile advertising eclipses TV advertising, and other digital avenues, on key brand metrics.
Mobile Advertising gains superior results in creating brand awareness, influencing purchases, developing message recollection, establishing engagement and viral behaviour.
As brands continue to devote spending to mobile advertising and see results that exceed their other advertising channels, a greater share of their budget will be designated for mobile campaigns. As the diffusion of touch-driven handsets and tablets increases, most advertisers will be able to introduce mobile campaigns of greater magnitude and connect with a substantial majority of their intended audience. The obstacles are decreasing and the revenue stream will develop throughout the coming years into a surge by the start of the next decade.