| What is mobile advertising: |
| Mobile advertising involves displaying text, graphic image and animated ads on data enabled mobile
devices. Mobile TV is big in Asia, but not yet in the U.S. Currently SMS is working in the U.S. and it's predicted
video will grow. eMarketer forecasts that there will be 100 million worldwide users of paid or sponsored mobile
broadcast video services by the end of 2009. Some predict that consumers will use the cameras on their phones to
scan bar codes on products to receive more information about the product. This application is widely used in
Japan. A major obstacle to the growth of mobile advertising is that most cellular phones still work on independent
networks. |
| Who uses mobile advertising: |
| It's predicted that 5% of digital budgets will be mobile by 2008. Major marketers such as
Procter & Gamble and Nike are using mobile advertising. Most of the large brand agencies are forming mobile
divisions. Google is looking to become a major player in the mobile Internet marketplace with their Gphone.
Google sees the cellphone market as a large growth opportunity. Microsoft had their mobile operating software in
about 10% of the phones sold this year. |
| Why should I utilize mobile advertising: |
| There are over 2 billion mobile subscribers in the world and the market is growing at 20% annually.
It is predicted by eMarketer that the number of phone users who will be able to watch video on their phones will
exceed 500 million by 2009 and the number that will be able to watch broadcast TV on their phones will grow to
more than 100 million by 2009 and "mobile phones may become the most pervasive devices able to access video
content on a global basis," according to David Wiser in the Magna Global report. |
| Social Computing Goes Mobile: |
What happens when you combine Web-based social technologies like Facebook and
Flickr offering mobile capabilities with the pervasive use of cell phones by young consumers? A surge in mobile
Social Computing. Our research uncovered five different types of mobile social technologies: mobile social
networking, media sharing environments, microblogging, social mapping services, and mobile tagging. To
decide whether firms should get in on the action, Forrester developed a mobile Social Computing readiness
self-test that examines two key questions: Are your users ready? Is your brand/product strategy appropriate?
Companies that are considering mobile Social Computing deployments should first take the self-test and fully
understand their value proposition.
Source: Forrester Research for ERA
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