The Mobile Web
September 13th, 2007 by Geoff
The Mobile web is enjoying a raised profile due to awareness campaigns by most the major networks. Vodafone's “raining time” advert has been virtually inescapable, but will it actually mean anything more than a few pounds on your phone bills?
Many mobile phone handsets suffer from incompatibility issues when surfing the web. Meaning users falter when leaving the Google home page but this is the early stages of the mobile web.
As with almost all media advancements, the adult industry is paving the way. Other markets taking advantage are primarily related to mobile phones, such as ring tones, wall papers etc.
As the hand sets progress and so does the technology, the lines will blur between mobile and standard web. This will also include the advertising.
While advertising on the mobile web has been limited, success rates have been very promising. Research from mobile web users indicated that 1 in 10 had made a purchase using their phone. 13% have gone on to request more information about a product or service and 11% have gone on to visit a bricks & mortar site.
The various advertising platforms also show good signs of translating. Rich media is the most visible with miniature banners making good use of the limited space. Channel 4 and BMW/Mini have used this to good effect, generating traffic to purpose built mini-sites.
PPC has been growing steadily with Google forming partnerships with most of the major providers. Although the presentation has a long way to go, sponsored link market will boom on the mobile web.
The total spend on mobile advertising for this year is expect to be around $1.7billion, this is projected by many to exploded to $11.35bn by 2011.
For advertising on the mobile web, the future is bright..
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