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Mobile marketing 'promises online advertising success'
Advertisers should not underestimate the power of mobile marketing, according to a new report, as it represents a "promising" media channel for the industry.Research analysts IDC have predicted that brand investment in online advertising via mobile phones in the US should double over the coming year.
"We believe that mobile marketing is one of the few instances in which the current hype actually underestimates the full potential of the market opportunity," vice president of wireless and mobile communications at IDC Scott Ellison said.
The report pointed out that consumers are less likely to engage with an online advertising pre-roll lasting longer than between eight and ten seconds - meaning advertisers need to get their message across quickly.
"The winners will be those players who fully leverage the mobile ecosystem rather than try to simply translate other Marketing and advertising business models to mobile," Mr Ellison added.
Conducted successfully, and utilising different marketing formats, the IDC report claims mobile marketing could offer an "unparalleled" insight into the different aspects of consumers' search and discovery via their mobile phone.
A recent study from Visto Corporation forecast that people in the UK will increasingly use their mobile handsets for traditionally PC-based activity - in particular, some 70 per cent of professionals are likely to use mobile email by the end of 2007.
Online Advertising news posted on 02 March 2007
