Mobile Advertising Top Market

AdMob releases regular report on mobile advertisement it served and in its November Mobile Metric recorded Asia customer as 2nd in consuming ads impression worldwide. But I am surprised (and excited) as for country to country basis, Indonesia is positioned as #5, consuming 86 million ads in November 2007. We are below USA (725 millions ads impressions), India (193 million), South Africa (113 million) and United Kingdom (110 million). Considering that the walled garden approach by most mobile operators in Indonesia and limited local made portals, the data is very encouraging and served as a wake up call. If true, it means that Indonesia mobile customers are not far behind in adopting mobile technology, and we are quite WAP-active! Let’s see if local industry can take lead in monetizing this opportunities and build a solid business.

An article in The Economist December 2007 mentioned that Mobile Advertising is the Next Big Thing. There will be over 3 billion mobile phone in 2008 and half of them will have data features. Mobile phone become the largest media channel in the world, as against to television, newspaper of personal computer with much higher growth rate too, especially in the developing countries. As Tomi Ahonen puts, mobile phone will become the 7th mass media, well a very powerful one.

It is ubiquitous that use of mobile Internet will exceed the fixed line Internet, especially with the aggressive campaign by 3G mobile providers (evident in Indonesia, mobile broadband can be cheaper than fixed line internet). Flash in mobile will become a standard and revolutionize the mobile experience as it had done for web.

Last year spending on mobile ads was $871m worldwide according to Informa Telecoms & Media, a research firm, compared with $24 billion spent on internet advertising and $450 billion spent on all advertising. The pie is still small, but the potential is huge. Established player like AdMob already serving over 1.5 billion ads impression each month. Blyk in the U.K. and i-Wood in the Netherlands are launching free or heavily-subsidized voice and data services in exchange for mobile phone users’ consent to receive ads. Nokia acquired Enpocket in 2007 to strengthen its Ad Service business (it is actually a business unit!) which according to their website, already start targeting Advertiser, Agencies, Publisher, Operators (anyone know on any deals yet?). Yahoo! with their Yahoo! One Search clearly targeting the mobile advertising market, if you are not aware Google AdSense already gone mobile.

Other things you may want to know. The GSMA and MMA had established a standard for mobile advertising format. See here.

More Resources :

  • Free Studies on Mobile Advertising by Internet Advertising Bureau, UK
  • AdMob Mobile Metric (updated monthly)
  • Mobile marketing Thought Leadership, meeting report
  • More info on Mobile Phones as the 7th Mass Media by Tomi Ahonen, go to MobileMonday Indonesia download link, here.

 

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