A number of companies are struggling with their mobile advertising strategies. Many believed that it was just like online, only smaller. But it's not that easy, the mobile is a more personal device and requires a diiferent approach. Remember in the days before mobile advertising, the key players were mobile marketing agencies who thought up great ways to engage with consumers using pretty simple mobile technology. They were focused on pitching a great idea to the client and creating a campaign that would really engage with consumers. With mobile advertising it seems that all anyone is talking about is 'selling ads'. To focus on selling ads, CPM's, CPC's etc is ignoring the fact that the mobile is the most important item that many people own. They dont want ads shoved at them, but they may want to engage with a campaign that provides value to them. The people selling the ads need to unlock these engagement points and focus on the quality of the engagement, not how many banners they can sell. Many of the corporate players currently in the market don't have this in their DNA. That's why I think mobile advertising has missed the point so far.
Yahoo
A number of companies are struggling with their mobile advertising strategies. Many believed that it was just like online, only smaller. But it's not that easy, the mobile is a more personal device and requires a diiferent approach. Remember in the days before mobile advertising, the key players were mobile marketing agencies who thought up great ways to engage with consumers using pretty simple mobile technology. They were focused on pitching a great idea to the client and creating a campaign that would really engage with consumers. With mobile advertising it seems that all anyone is talking about is 'selling ads'. To focus on selling ads, CPM's, CPC's etc is ignoring the fact that the mobile is the most important item that many people own. They dont want ads shoved at them, but they may want to engage with a campaign that provides value to them. The people selling the ads need to unlock these engagement points and focus on the quality of the engagement, not how many banners they can sell. Many of the corporate players currently in the market don't have this in their DNA. That's why I think mobile advertising has missed the point so far.