A recent study conducted by JupiterResearch points to the relatively unexplored nature of mobile marketing. About 20% of online advertisers are testing the mobile marketing waters.
Various factors are making advertisers hesitant to jump into the fray. These include “consumer reticence, limited reach, insufficient measurement and a simple lack of familiarity with the medium,” according to Mark Walsh at MediaPost.
Still, the mobile arena should be wildly attractive for its potential. JupiterResearch suggests that marketers start tinkering with the advertising medium early, before it becomes more established. With murmurs about potential legislation regarding the use of text messages to deliver ads to mobile phone users lurking, it becomes a bit more urgent to experiment with the medium in its open and relatively unhindered, affordable state.
Text-based advertisements are the way to go, which is no secret. JupiterResearch suggests targeting popular mobile sites for media buys.
JupiterResearch also notes that location-based marketing presents an attractive branch of mobile marketing. The research firm also notes the use of idle-screen advertising, which places various coupons and promotions on a user’s mobile phone screen when they are idle. While it is still quite rare, the report notes that it could very well become more widespread.
The study also notes that mobile phones are regarded as more personal than computers and televisions, which makes it a medium that demands a bit more privacy.
As of now, online advertisers are dedicating just 1% of their spending to mobile marketing endeavors. Despite the recent economic downturn, this figure is not expected to drop.
Mobile marketing spending is pegged at around $1 billion per year, though eMarketer expects this figure to exceed $19 billion by 2012.
Sources:
http://publications.mediapost.com/index.cfm?
fuseaction=Articles.showArticle&art_aid=81883
http://www.iht.com/articles/2008/05/02/business/AD5.php
Jason Hahn
e: jhahn221@gmail.com
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