NMA reported today that Channel 4 is in talks to sell banner ads on two operator portals here in the UK – believed to be O2 and T-Mobile. They are apparently hiring a dedicated team to handle mobile advertising focusing on both on-deck and off-deck inventory.
They are joining a party that is already pretty crowded. When Nokia launched it’s mobile ad network at the beginning of March I blogged in a bit of detail about how crowded the space was getting – and it just got worse.
With (nearly) all things mobile the problem for entrepreneurs and VCs alike is that the opportunities are too obvious, and as a result too many companies go after them too soon. Unless there is a deep tech angle or some other source of competitive advantage it is generally hard to see how this will generate good returns for shareholders.