Types of Mobile Advertising

They say the only constant thing in this world is change. When it comes to advertising, the arena is starting to shift from online to mobile.

Yes, you heard me right – a small mobile phone can actually help a business prosper or fail depending on the marketing efforts. Perhaps you can blame the growth of mobile advertising to Apple and Google. But one thing is for sure: it is gaining ground. Unless you hop in and join the ride now, it is not too late before you’ll be far behind from your competition.

Present Trends
Knowing the latest trends in mobile advertising will allow you to determine the best approaches. It will also give you an idea of what your competitors are doing and what kinds of technologies and innovation you can adopt to your business. Here are the top five current trends in mobile advertising:

1. Bundled Digital Media
   Many advertising companies are already including mobile advertising as part of their packages or bundles offered to clients. It is no longer treated as an option. Interestingly, the addition of the medium did not cause the price to surge. In fact, it helped bring down the advertising rates. In the recent SMART report of Millennial Media, advertisers are able to decrease their CPEU or cost-per-engaged-user rate for the entire month of July 2009.
2. Improvement of Media Files
   Rich media is now one of the main thrusts of advertisers. They need to capture the attention of mobile users in a very short amount of time. Download speed and capacity were now increased, and pictures and sounds are now crispier and clearer. All these resulted to a very pleasant user browsing experience.
3. Shorter Attention Span
   Mobile users have very short attention span. Most of them are always on the go. When they browse on their mobile phones, they visit those websites they prefer and only for a very short period, say, five minutes. This resulted to another recent trend: advertisers now deliver their message and call to action within 3-5 minutes.
4. Entrance of Many Brands
   Big-time players have now started to conquer the world of mobile advertising as well. There are two good reasons for this. First, they have to ensure that they still maintain monopoly or lead in their industry by not giving plenty of room for smaller but more technologically-driven players. Second, they love the “anytime, anywhere” approach.

   They make themselves known through any applications. Pepsi Cola, one of the biggest beverage brands in the world, got into mobile advertising by creating Loot. This tool has the ability to determine downloaders based on location. Moreover, through Loot, mobile users can receive free music files for every purchase of the drink .

5. Media Buying
   Any businessperson would want to streamline competition. Because of the sudden boom of mobile marketing, some businesses opted to buy independent players to bring the headcount of competitors to a lower level. Google recently bought AdMob for roughly around $750 million to make itself a leader in mobile advertising.

References:

http://www.millennialmedia.com/wp-content/images/SMART/MillennialMediaSMART-JulyFinal.pdf

http://www.marketwatch.com/story/google-wins-clearance-to-buy-admob-2010-05-21

http://mashable.com/2010/06/02/pepsi-loot/

About the author: Michael Gabriel

Michael Gabriel L. Sumastre has been working as a web content, technical, SEO, and research paper writer for more than five years now. He maintains his portfolio and personal blog at www.TheFinestWriter.com.

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