The first survey of UK mobile advertising revenue is now published, and the magic number weighed in at £28.6m. It may feel like a drop in the ocean compared to web ad revenues, but the growth should be north of 50% year-on-year from now on. While the use of mobiles has been at saturation levels for a decade in the UK, mobile advertising has consistently failed to get off the ground. Mobile marketing exploded with SMS and couponing, but beyond ringtones and wallpaper, the restrictions of the channel proved too much for most brands. Finally that’s changing, but as the web converges with mobile, the distinction between mobile web and just ‘the web’ may prove impossible to maintain. The mobile handset is a place for utility, cool apps and things people need for their lives on the move; the notion of buying advertising time in the heart of this most intimate and engaging experience feels like the wrong mindset, at least most of the time. Sure, Google’s search results, sponsored maps and branded content all have a place, but brands anchored to the classic advertising model should think again.
From Brand Republic: http://www.brandrepublic.com, 13/05/2009