IM-Mobile

Apple's iPad

Emerging mobile wireless devices, such as the iPad and Kindle, are challenging the mobile and online advertising ecosystems.

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Mobile Phone

The practice of mobile marketing, as Michael Becker repeated several times in his podcast interviews with me, clearly distinguished between mobile and other media, such as the Internet, print, broadcast and email. The mobile ecosystem is very different from traditional and digital marketing ecosystems.

Mobile isn’t ONE communication channel; it’s many. Each mobile phone, due to its operating system (Symbian, Java, Android, iPhone, etc.) type of browser, screen size and other factors makes each handset a separate communications channel. And they’re thousands of mobile handsets, hundreds of different browsers and a multitude of other differences from handset to handset.

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IM-Mobile, like its MobileBeyond sister site, had a high-growth year covering mobile relationship marketing, advertising and technology. Posts and podcasts about mobile advertising dominated the top ten. But mobile technologies that enable brands, advertising agencies and publishers to display mobile ads on thousands of handsets are critical for successful mobile campaigns.

During 2009, comScore, Gartner, Nielsen and other research firms released very optimistic forecasts in mobile marketing and advertising through 2014 and beyond. The studies, based on trends and interviews with those holding the purse strings, though, were perhaps a bit optimistic. But who will complain if by 2014 mobile advertising only grows 45% a year rather than 60%? The numbers are still staggering.

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Mobile advertising is quickly gaining acceptance by major brands and SMB’s as a viable, powerful tool to reach and communicate with an otherwise unreachable audience throughout the world.

While research studies by major firms conflict to some extent on how quickly mobile advertising is growing, all agree that within several years, mobile advertising will dominate advertising expenditures.

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Ragnar Kruse, Kei Shimada & Cian O'Sullivan

Mobile advertising is rapidly growing worldwide as mobile handsets and browsers support both SMS text and banner displays,  while advertisers, publishers and application developers realize mobile’s potential to increase direct response and engagement in mobile marketing and advertising campaigns.

Several times a year, Smaato,  a pioneering mobile advertising firm, sponsors mobile industry roundtables around the world, inviting thought leaders, who work in mobile advertising, mobile application development, mobile services, venture capital and the media, to share innovative ideas and discuss the future of mobile technology and mobile advertising.

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