5 Trends That Will Shape The Future Of Mobile Advertising
October 18, 2011 by Kevin Michael Gray
Nearly 50% of cell phone users in America are smartphone users. This stat opens up doors for all sorts of interactive mobile marketing campaigns. Today's featured article comes from gigaom.com and discusses some wonderful mobile marketing opportunities. Read more below:
Spending in the mobile advertising space will be approximately $4 billion worldwide this year, so despite some perceptions to the contrary, we can safely assume it’s an area to watch in the coming years.
To get a clearer picture of mobile advertising’s future, it helps to first explore the current landscape. Five trends in particular stand out:
More-relevant behavioral targeting. Currently, mobile advertisers use traditional methods of ad targeting: device, demographic group or context. But in five years, mobile ad targeting will become more relevant to a person’s behavior and current location. For instance, online advertising network Adverline has an AdNext server that builds a prediction model of spatial and temporal relevance for delivering ads to mobile users. The company has tested this with the COEX Mall in South Korea, and it found a 70 percent confidence level that ads displayed are spatially and temporally relevant.
Growing mobile search. Mobile search advertising is already a big driver of ad spending; this is where Google currently makes much of its money in mobile. In five years, this will still be the case, as people continue to use mobile devices to search for products and services. What will change is that, coupled with better targeting, search advertisers will deliver more relevant ads based not only on location and relevant keywords but also on more accurate predictability engines.