Mobile ads – a new marketing era?

Mobile ads a new marketing era?

Mobile ads a new marketing era?

The title of this entry may be a little confusing, because mobile ads are nothing new and this is a pretty large market worth around 2 billion dollars. Some of you may say: so why the "new era" excitement? Aren't Mobile ads commonly used by marketers already? Well, not exactly. Many mobile campaigns are still not particularly creative. In fact it's difficult to find a really comprehensive campaign designed for delivery to mobile devices (outside Japan of course) that would boost brand awareness and sales significantly. The marketing potential of mobile is far greater when compared to its current usage. However, the fact that the giant from Mountain View showcased its interest in mobile advertising is a sign of new possibilities for the whole industry.

Take a moment to think: what is the most popular type of advertising in today's world? The answer is social media, of course. Everyone wants to be part of the Web 2.0 (or even 3.0) family and we all try to build a community to make our clients feel like partners or even best friends. Therefore the biggest players are usually Facebook, MySpace, Twitter etc. Display ads have been decreasing in popularity for a long time now and this is nothing new.

At the same time, everyone wants to go mobile. Almost every aspect of our life has now been resized and packed into our phones. The next step will be to use those little friends of ours as powerful and efficient (the operative word being "efficient") marketing tools. And I think that at this particular moment in time we are still quite a long way from this scenario.

There are a few examples of perfect marketing campaigns delivered via mobile devices one of the best is the Axe Day & Axe Night campaign from Lowe Ginkgo, an agency from Montevideo, Uruguay. It was brilliant and simple there were numerous incomplete ads in (paper) magazines if you wished to see more, you had to send an SMS and you would then receive an MMS with the rest of the picture brilliant, right? And the whole marketing industry agreed that this was the best way to use mobile ads in the brand awareness building process.

I understand that one of the reasons why the mobile advertising channel in not as popular as it could be is because of hardware issues. Using the Internet via your cell phone is still relatively expensive (read more), and some of us are still using older types of handsets, without 3G Internet, MMS (some modern cells don't have MMS either including the iPhone), touch screen or motion sensors.

But I think the main reason behind the low popularity of mobile ads is the lack of trust in this medium. A large proportion of marketers still think about mobile networks in the same way they did about the Internet 10 years ago. ( there's no need to go online with ads because the clients are not there it's better to stick to the press).

And now Google shows its full support for mobile advertising. If they decide to invest 750 million dollars into this channel, it's safe to assume they know what they are doing. You can say many things about Google but one thing is beyond discussion they know how to conduct business in new media. The main challenge right now is not to make mobile ads more popular (as I explained earlier mobile ads aren't new in town). What needs to be developed is a business model (concentrated on campaign analysis and monetization) that will take marketers from a "Mobile ads? They're nice, but I'd rather spend some more dollars on Facebook" approach to "Oh Mobile ads that's something for us". And this is where the new era begins.

Some of you may say that not every Google project has been a great success and they have made mistakes too. While this is true, I really believe that this time it will be different. There's such vast potential in mobile advertising (its range, the targeting possibilities, better and better devices) that a player with such substantial experience simply cannot fail. I would go as far as to say that their success will be refreshing for the whole Telecom industry. If you are asking why, just look at what marketers have done with Internet over the past few years.

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