input Mobile Advertising
I would second some of Hakans suggestions.
Can I also vote that we don't spent time on Mobile Advertising at all ?! I see a seperate session on it already, but I believe this is all based on a widespread assumption that people like advertising, when of course they don't - especially on their personal phone !
Some mobile advertising may work, but the general hype around this is pure desperation on the part of an industry not applying enough imagination to new business models. The mere idea that you get something good (free minutes, free Navigation) for taking advertising, says all you need to know - advertising is horrible and needs to be compensated for. How can a long-term business be built upon this premise? I fear for start-up's grounded on the premise that Mobile Advertising will be huge. NB. Google haven't done anything in mobile yet, and Internet / TV / Radio are completely different (broadcast) media to Mobile.
Anyway, I would add to Hakans suggestions things like
- Mobile Social networking. Will the numbers and revenues in 2009 ever match the talk in 2008?
- The emergence in 2009 of ubiquitous location driven by Google & Nokia and users themselves, tagging various transmitters to be used as references for others.
- Whatever happened to 4G and has mobile network evolution ground to a halt? Is current bandwidth used enough? What could be done with flat rate data tariffs everywhere?
- Content Services. Do you think your phone vendor can pull this off? Operators, conspicuously, haven't done so. What does it take to get Content right, and generating big revenues?
There's a few more, but that's a start.
Cheers / John
Replies to This Discussion
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Permalink Reply by Juan Tejeda on
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I guess better late than never. Nobody responded to this thread.
Even though I am coming from a purely advertising background, I agree with you 100%. As far as I'm concerned, mobile phones are so rich in terms of what they can do and offer way better possibilities. Advertising on a mobile device is just as annoying as it is on the web. In fact I find the use of banners rather dull and a waste of money.
However there are ways to leverage advertising models on mobile phones. In my opinion:
- Branded apps: following the web 2.0 model, companies have to start givig something useful to their consumers instead of trying taking something back and compete for attention. A good branded app could be for example one that can help me find anwhere in the world a bar where I can drink a Heineken. The info can be user generated, ranked and have an online repository to store the info. The app will pull out this info and display it for you... Not any other beer, just Heineken. I know it sounds a lot like a Location Based Service model, but the fact that the brand is the one sponsoring the app and has an specific function gives it a different character.
- QR Code ads: have all info about an specific product store in this tag. Upon scanning I can go online and see reviews generated from users and professional reviews. I wouldn't want to go as far as comparing prices (although possible) but the store owners might not be thrilled about that particular feature ;-) Stores could offer WIFI for free to help this process.
I guess what really is changing is that people is just sick and tired of lame advertising. The advertising industry has forgoten that advertising is about propagating a message about a product in order to help the sale (ad 101). Not about brainwashing people like they are idiots or try to indulge the egos of so called creatives who just want to show off how clever they are and get an award in cannes... Ooops I am one of those :)
Of course there are many more options than the ones I described here, but it would be interesting to follow this conversation with other members. Mobile Advertsing anyone?
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