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MobiAD Archives


Opinions

programmatic-adsA key takeaway from the Cannes Lions advertising conference earlier this year was the emergence of programmatic as no longer a dirty word within the industry.

It is no surprise! According to a report just released from BI intelligence, programmatic will account for over $18.2 billion in U.S. digital ad revenues in 2018, up from just $3.1 billion in 2013.

So why is it creating such waves within the industry? Read this analysis to find out. Industry Opinion by Charlie Faulkner, head of EMEA and APAC, Manage.com

07. 09. 2014.
facebook_buy_button_logoLast week, Facebook announced it’s testing a new advertising unit in its Marketplace that will feature a “buy now” button in the ad.

It’s no secret that Facebook is a digital advertising behemoth. eMarketer predicts Facebook will serve over 21% of all mobile ads this year, which earns Facebook the number two spot in all digital ad sales, second only to Google.

That being said, Facebook “buy now” ads simply won’t work. Here’s why. Industry Opinion by David Rekuc, Ripen eCommerce

01. 08. 2014.
china-flag-phone.gifBy Alvin Wang Graylin, CEO of mInfo Inc

China is by far the largest mobile market in the world with over 800 million active subscribers, over 250 million mobile internet users and over 200 million new handsets sold each year.

Even at this scale, the growth hasn’t slowed, with 8 to 10 million new subscribers are still being added each month (the size of a medium size operator in many countries!)

Having a basic understanding of this massive market - with its huge potential for advertising - is important for everyone that is involved in the mobile marketing industry.

20. 11. 2010.
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monaelesseily-lg.jpgAn interesting two part article was recently published in Search Engine Land explaining how to maximise ROI in mobile paid search.

The article, written by Mona Elesseily, VP of Online Marketing Strategy at Page Zero Media, outlines differences between traditional paid search and mobile paid search and explains how they lead to a difference in value of keywords, the difference in targeting options, and an increased importance of being in the first couple of results.

11. 09. 2010.
life_is_local.gifLast week an interesting article was published in Media Post suggesting that LBS was set to increase its share of local advertising spend substantially over the next few years.

The article, contributed by Dave Morgan, CEO of New York Based TV marketing agency Simulmedia and previously founder of TACODA, suggests that LBS will take between 20% and 25% of the ad revenue of local media by 2014!

13. 08. 2010.
msft_crystalball.jpgOver the past several months, as the battle for the future of the mobile marketplace has heated up, much of the conversation has focused on Apple and Google, while less attention has been paid to the other two giants in this area - Microsoft and Nokia.

In this article, we'll look at some of the recent moves by Microsoft related to mobile and mobile advertising to see what may be in store for this high profile company.

They have a long track record of success in technology businesses and big ambitions in the mobile area, but given their recent missteps in mobile, time may be running out.

27. 07. 2010.
graph_upward.gifWith so much competition in the App Store, trying to get your new app noticed, let alone downloaded and used more than once is an ongoing challenge for marketers.

Russell Berry from AppCreatives shares his strategies that may do the trick for you!

04. 06. 2010.
luke-closeup.jpgLuke Janssen is the Founder and CEO of TigerSpike, a leading global mobile agency.

A major point of discussion with TigerSpike clients these days - especially those with smaller budgets - is the best strategy for mobile apps.

In this article Luke shares the advice he has been giving his clients about why apps are important, and which platforms are key.

13. 04. 2010.
japan_android.gifIt is common knowledge that Japan leads the way in the development of mobile value added services. But with an already saturated mobile sector, what are the chances of a western Operating System making it big in Japan?

According to an article by Levi Shapiro published in RCR Wireless, they are pretty good. He explains that Japan’s saturated market means that operators are forced to innovate in order to try and gain market share.

13. 04. 2010.
mmm-logos.gifTwo years ago it was announced as a concept, but now it is going live.

The GSMA, in partnership with the top 5 UK mobile operators - O2, Vodafone, Orange, T-Mobile and 3UK - has announced the official launch of Mobile Media Metrics (MMM), a census-level solution for mobile media reporting.

Lack of good mobile media metrics has often been cited as contributing to the slow growth of mobile advertising, but this program should go a long ways towards solving that problem.

04. 02. 2010.
valuechain.gifSmart phones make it easy for ad networks to bypass the mobile operator. A major bonus for advertisers is that this eliminates the cost of sharing revenue with mobile operators, and a major bonus for technology providers is that it eliminates the effort to integrate with a mobile operator’s infrastructure.

However, there may be some key advertising benefits that only a mobile operator can provide. In this article, Mark Westling, Founder and CTO of Sigma Limited argues that there are several compelling reasons to include the operator as part of the value chain.

30. 01. 2010.
dali_clock-bigger.gifAs 2009 winds down and we all take a well-earned break, it is interesting to look back at the past year and reflect on the changes that have occurred.

Some were expected and some came as a complete surprise. But overall, despite the worst global economic crisis in over 50 years, mobile advertising and marketing continued to advance at a rapid pace.

So here is our take on five of the most interesting developments of 2009, and five that we think will be important for 2010.

31. 12. 2009.
ar-iphone-leader-170.jpgSometimes a new technology will suddenly hit a magic "tipping point", and all of a sudden you read about it everywhere - news sites, blogs, conferences, your friends, etc.

These days, it looks as though Mobile Augmented Reality has reached that tipping point and has now become one of the hottest topics in the mobile arena.

It's already clear that mobile AR will have many applications in the area of mobile advertising and marketing, so we thought it would be a good time to take a more detailed look at the current state of this exciting new technology and the ways it can be used to create consumer engagement.

11. 12. 2009.
mike_wehrs.gifRecently the Mobile Marketing Association (MMA) held their annual European conference in Berlin. Close to 200 people attended to learn about mobile marketing and to discuss future developments in the industry.

In this opinion article, Mike Wehrs, CEO of the MMA talks about the key results of the conference.

20. 09. 2009.
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comverse_guy.jpgGuy Yaniv - VP and General Manager
Messaging and Mobile Advertising, Comverse

As the mobile advertising industry has developed, the proper role for mobile operators has been a great topic of discussion.

In this article, Guy Yaniv from Comverse discusses the reasons he believes the mobile operators must get more involved in mobile advertising, and suggests several ways that they can more actively participate.

04. 09. 2009.
pg_coke.gifThis week the annual Festival of Media took place in Valencia, Spain. Several hundred key leaders from the media and advertising industry convened for 2 days of informative presentations and relaxed networking in the Spanish sun.

The global economic situation was clearly a big topic, and major brands P & G and Coca Cola talked about how they are organizing to get through this difficult time.

23. 04. 2009.
visual_inter_mainimage.gifLooking around the world today, it seems as though everything is becoming digital - music, photos, video, ads, TV, books, etc.

And it is clear that the mobile phone is playing an increasingly important role as a person's means of interacting with this digital world.

In this two-part article we will take a look at a very interesting type of interaction which is still emerging - the mobile camera. The camera can be used in many ways to engage consumers: QR codes, augmented reality, advanced image recognition, plus several others.

13. 04. 2009.
india_phones.gifLooking at the scale of the mobile market in India can be staggering: over 350 million subscribers currently, and projections show it doubling in the next 3 years. This equals something like 10 million new subscribers per month!

And for most of these subscribers, mobile will be their primary means to access the internet, meaning India will rapidly become one of the world's largest markets for mobile internet.

Read this overview of India's mobile internet and mobile advertising market.

25. 03. 2009.
interviews_6.gif During MWC in Barcelona, we met with a lot of knowledgeable people from across the mobile marketing value chain. Although everyone was clearly uneasy about the impact of the current global economy, we found a strong, underlying optimism about mobile advertising and marketing.

In order to give you better insight into their thinking, we made a series of short, one minute interviews with some of these experts: publishers, agencies, developers, technology companies, venture capitalists.

We've also put together a quick round up of some of the top trends we saw at the show.

05. 03. 2009.
barcelona_palais.gifThe biggest conference of the year for the mobile industry - the GSMA Mobile World Congress - is almost upon us. Every year some 50,000+ mobile aficionados spanning 219 countries come to Barcelona for 4 days of conferences, deal making, product announcements, and lots of networking.

MobiAd will also be also be heading to Barcelona for the full week, and will be moderating the panel on “What Makes A Great Mobile Campaign“ on Thursday the 19th. If you are planning to be there, we'd love to meet you. Send an email to barcelona@mobiadnews.com and let us know.

11. 02. 2009.
apps_grid.gifOver the past several months, a new phenomenon has been sweeping the world of mobile advertising and marketing. In addition to traditional banners, text links, and videos, Mobile Applications have won a major place in the hearts of brands and agencies alike.

In this article we’ll take a look at what is a "mobile app", why they are so popular for advertising and marketing, what has caused their sudden popularity, plus we'll look at several interesting examples from leading brands.

06. 01. 2009.
pascal_network.gifA thoughtful piece by Colin Gibbs over at RCR Wireless News discusses the expected future evolution of mobile social networks compared to internet social networks. Expect the mobile versions to grow in popularity and usage, but a question remains about their financial viability!

05. 01. 2009.
crystal_ball.gifA wise man once said that “predicting the future is the art of seeing the present logically extended”. In light of the continuing the economic crisis, what does 2009 hold for the world of mobile advertising, marketing, and messaging?

Timo Ahomäki is Chief Scientist & VP Product Management at Airwide Solution, a leading messaging company. Timo has given this some thought - here are Timo's top predictions for 2009.

22. 12. 2008.
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comverse_guy.gifThe more than 6.7 billion individuals living in approximately 200 countries on six continents around the globe constitute a vast human mosaic. The differences between people are enormous: different countries, races, climates, religions, ages, genders, languages, economic and education levels, different tastes and interests.

And yet despite these differences, the fact is that people everywhere use mobile phones. In this opinion piece, Guy Yaniv, VP and General Manager of Comverse MobileAd, discusses how mobile advertising can overcome the challenges of cultural diversity.

19. 11. 2008.
predictions.gifBerg Insight, the telecoms analyst firm, has released a new report that makes five predictions for the mobile advertising market. The predictions cover ad-funded MVNO's, smartphones, idle-screen advertising, mobile innnovation, and venture financing.

11. 11. 2008.
stl_telco2_logo.gifAd-funded services seem to be a rapidly growing part of the mobile advertising landscape. The Telco 2.0 Initiative, a leading telecoms consultancy, offers some interesting insights into what lessons the industry can learn from observing Blyk, the ad-funded MVNO.

14. 10. 2008.
tomi_cover.gifTomi T Ahonen is a Hong Kong based author and consultant who worked previously for Nokia and mobile operator Elisa in Finland. He is a prolific writer, and his sixth book is entitled Mobile as 7th of the Mass Media.

In this opinion piece, Tomi talks about the 7 key benefits of mobile, the need for "engagement marketing", and some of the advanced trends that he sees coming out of the Asian countries.

01. 10. 2008.
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antti_o.gifAntti Ohrling, co-founder of Blyk, wrote a thoughtful piece in his blog this week about the state of the youth market and how best to reach it. He was participating in the YPulse Mashup 2008 in San Francisco, organized by YPulse, a media platform and blog for youth media and marketing professionals.

23. 07. 2008.
msearchgroove.gifWith much of the mobile content action moving off-portal, the pressure is on publishers, now in command of their mobile content destinies, to take charge and proactively promote their mobile content and sites through paid mobile search, or top-notch placement in organic search results – or both. Must publishers choose between Google and Yahoo, or are there other alternatives?

By Peggy Anne Salz, founder, MSearchGroove.

15. 07. 2008.
searchphone.gifIf you're interested in mobile search advertising but don't know exactly where to begin, here is a series of articles that will take you step-by-step through everything you need to know.

15. 07. 2008.
eran_mobixell.gifAs businesses begin to recognize the potential of mobile advertising, the need for specific guidelines in this area is becoming starkly apparent: standards are needed to gain the confidence of advertisers and ad agencies and to establish the mobile handset as a viable alternative media channel.

Eran Hertzmann, AVP for Mobile Advertising at Mobixell, has been a key contributor to the ad standards within the OMA and MMA working groups. Eran explains who is working on standards, what is the current status, and shares his views on why they are essential for market growth.

30. 05. 2008.
curwen170×200.gif"If we want to accelerate the growth of mobile advertising into a multi-billion dollar industry, we need to recognise that the advertising itself must take a back seat."
Thomas Curwen, Director of Planning at Publicis, explains his view of what the industry must do to make mobile advertising grow.

22. 05. 2008.
mmf_panelists.jpg
At the Mobile Marketing Association Forum in London this week, organized with Informa, Jim Cook from MobiAD News had the opportunity to lead a discussion on the topic “What do Media Planners Really Want from Mobile?” The panelists were all strong supporters of mobile, but identified several key areas that currently act as barriers to faster development.

17. 04. 2008.
Advertisers meet the Mobile Industry,
and IAB launches Mobile Council


iab_logo.gifAt the very successful inaugural Engage 4 Mobile conference held in London recently, representatives from the advertising industry and the mobile industry met to talk about the burgeoning mobile advertising business. Read a summary of the key points raised by operators, agencies, and technology companies.

11. 12. 2007.
mo7jose2.gifmo7scott2.gifMobile is frequently cited as a great tool for creating customer engagement. Here are some key tips to make sure your mobile campaigns are truly engaging.
By Scott Forrest and Jose Lozano
Managing Partners
Mo7 Mobile Interactive Marketing

24. 11. 2007.
parodi.gifThe mobile advertising industry risks falling at the first hurdle by ignoring the basic principle that consumers should not be charged to receive advertising, argues Patrick Parodi, Chief Sales and Marketing Officer at Amobee Media Systems and Chair of the Mobile Entertainment Forum.

06. 11. 2007.
quattro.gifAndy Miller, CEO of Quattro Wireless, wrote an interesting article on the state of the "Mobile Internet Experience" in the E-Commerce Times last week. In it, he predicts that in spite of all the promise shown by mobile advertising, for it to really work the mobile web will have to become much more successful.

14. 08. 2007.
danny_unipier.gifDanny Kalish, CTO at Unipier discusses mobile operators' need to adopt an approach that allows them to target specific users with relevant advertisements and at the same time manage the overall ad-related user experience including user privacy and charging aspects.

30. 07. 2007.
allen_adamson.gifAllen Adamson is managing director of the New York office of branding consultancy Landor Associates. He has written an thoughtful piece in Advertising Age on how to insure that your brand works well in this new era of mobile advertising.

24. 07. 2007.
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cannes_lion_20072.gifA few weeks ago we had the chance to attend the 2007 Cannes Lions International Advertising Festival in Cannes, France. It was a feast of high level discussions about communications, networking, and a chance to see the best of the previous year's advertising campaigns.

12. 07. 2007.
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Notes from Nokia Mobile Advertising
Thought Leadership Meeting
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Mobile Advertising Thought Leadership Meeting
(Nokia, Disney, P&G, Yahoo!, AKQA, Rhythm, and more)

02. 07. 2007.
russellcompass2.gifRussell Buckley ran more than 1,500 Location-Based campaigns for 150 different clients when he was working at ZagMe. Currently the European MD of AdMob, Russell has written a 75 page report sharing the lessons he learned and examining the potential for this type of advertising.

10. 06. 2007.
currenciesThis article in the Guardian Unlimited by Victor Keegan takes a look at the implications of various mobile data rates on mobile content. Andrew Bud, Executive Chairman of mBlox, explains his view that neither the current "pay per megabyte" nor the upcoming "flat rate" schemes will work.

25. 05. 2007.
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ogilvy.gifchinaKaiser Kuo, group director, Digital Strategy at Ogilvy, China, wrote an interesting article in Contagious last week, looking at the emerging mobile advertising market in China.

15. 05. 2007.
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dialogue.gifAt the MIPTV conference in Cannes recently, there was a special mobile content VIP lunch organized by Reed Midem and sponsored by Vodafone and Buongiorno. 120 leaders from the mobile and advertising industries dined together in a beautiful beachside restaurant, and had a chance to share opinions on the current state of the industry. Companies represented included Vodafone, Alcatel, Turner Broadcasting, Ogilvy, Admob, Amobee, Nokia, TIM, Dentsu, Cap Gemini, M:Metrics, 3, Ericsson, American Express and many more.

01. 05. 2007.
Hollis_ThomasHollis Thomases has written two interesting articles in ClickZ with her view of the key obstacles facing advertisers when looking at planning and implementing mobile advertising. Hollis is president and founder of WebAdvantage.net, an interactive marketing, promotions, and advertising agency.

15. 04. 2007.
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jim_cookJim Cook, editor of MobiadNews, spent a week in New York at the Mobile Advertising & Marketing-USA conference put on by Informa.

12. 03. 2007.
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laura_marriott2Laura Marriott, executive director of the Mobile Marketing Association, writes about the opportunity in mobile marketing and advertising, and shares some key thoughts from the recent Mobile Advertising USA conference from New York.

11. 03. 2007.
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jim_cookSpending a week in Barcelona at the 3GSM conference was a perfect opportunity to take a snapshot of the mobile advertising industry, an industry that, according the various pundits is either in complete confusion or poised to take off at any moment.

26. 02. 2007.
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One of the biggest areas of divergent opinions that I've seen recently is the use of client in the handsets. Ads can be served with or without a special client resident in the handset, and each approach has its advantages:

26. 02. 2007.
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