What’s working in mobile advertising — and what might work in the future

Source: http://gigaom.com/2012/11/15/whats-working-in-mobile-advertising-and-what-might-work-in-the-future/?utm_source=Triggermail&utm_medium=email&utm_term=Mobile%20Insights&utm_campaign=Post%20Blast%20%28sai%29%3A%20BII%20MOBILE%20INSIGHTS%3A%20Why%20You%20Need%20A%20Mobile%20Marketing%20Strategy

  Almost no one denies that mobile platform will give much more valuable opportunities to companies than it does nowadays. However, while consumers are spending more and more time on mobile devices, advertising revenue there is still lagging well behind traditional online. Advertisers are expected to chase the eyeballs to mobile, though to what extent and how quickly are unclear. I worked for a telecom company for 5 years, SK telecom, so this issue is quite familiar to me but it's not easy to figure it out. Do you think gap will narrow anytime soon? Here’s a look at the main categories of mobile advertising, as well as some emerging strategies that publishers and developers are banking on to help close the monetization gap!

  When it comes to Search advertising, as Google pointed out, the smartphone is often the first step in a longer research process that continues on a tablet or computer. In addition, mobile search is also valuable for advertisers because most consumers are very intent-driven when they search on a mobile phone and are likely to complete a task after searching. Isn't it interesting? Then, Let’s think about Rich media and video ads. For example, advertisers can use a variety of video, animation, photo galleries and interactive elements, which can make mobile advertising more akin to a TV commercial or a slick magazine, leading to increasing the attractiveness of mobile ads.

  What about Location-based advertising? It’s one of the most promising parts of mobile advertising because it leverages the mobility of smartphones and tablets. Companies like Waze, a crowd-sourced navigation app, and Roximity, which hooks into in-car entertainment systems, are showing how drivers can also be targeted with location-based ads in their car. Lastly, Native advertising - The latest rage for companies like Facebook, Twitter and Tumblr – should be also mentioned here. Unlike with standard ad units, publishers help advertisers create messages and content that work within the flow of their platforms. By using the existing units of content, like a tweet or update, advertisers have an organic way to advertise through mobile that is harder to ignore.