Mobile Advertising

By August 11, 2006New Media

Mobile advertising has been an area of focus for me for a while now and this article in the Independent stimulated me to write this post.  Orange UK are launching advertising on their mobile portal for brands like Jaguar and Xbox.

I made a presentation at a Mobile Monday London evening on this topic a couple of months ago and my message then was:

  1. Now or next twelve months feels like the right time to be investing in a mobile advertising play
  2. SMS based campaigns are cool, but the exciting models are probably the ones that scaled effectively on the wired web – e.g. an advertising network
  3. Management needs to be smart.  Mobile is inherently difficult because operators misunderstand their place in life and the sector is over-invested

3i have just invested in ScreenTonic which is managing France Telecom’s mobile inventory in France, MobVision of the UK claims to be serving 5 million WAP banner ads a day, and Doughty made a seed investment in Actionality last year (I think) and they are getting some traction with mobile in-game advertising.  ActiveMedia Technology is also a cool company in this space.

There is still a lot of skepticism about how mobile advertising will work, but stuff is definitely starting to happen.

These are execution plays, though, and getting started shouldn’t be too expensive – which is to say that I am mostly looking for companies that have evidence of successful delivery.

  • We’ve been promoting mobile advertising on mobile internet content for the last year but only recently has it been getting serious attention from the carriers. SMS still has all the mindshare in the brands and agencies because it is a well understood mechanism but their is growing interest in banners, interstitials and click2call. One European site we work with is serving ~25k ad impressions a day on a chat site (which is small compared to the web of course) but the click thru rate is significant. I think this is one area where mobile has a value differentiator over web – the higher click thrus.

  • We’ve been promoting mobile advertising on mobile internet content for the last year but only recently has it been getting serious attention from the carriers. SMS still has all the mindshare in the brands and agencies because it is a well understood mechanism but their is growing interest in banners, interstitials and click2call. One European site we work with is serving ~25k ad impressions a day on a chat site (which is small compared to the web of course) but the click thru rate is significant. I think this is one area where mobile has a value differentiator over web – the higher click thrus.

  • Mobile advertising, particularly of the in-game advertising and product placement variety, is central to Cellufun.com strategy of delivering free, multiplayer mobile games to our mobile community portal’s audience.

  • Mobile advertising, particularly of the in-game advertising and product placement variety, is central to Cellufun.com strategy of delivering free, multiplayer mobile games to our mobile community portal’s audience.