3 posts tagged “mobile advertising”
Jen Grenz, who leads marketing for one of my clients, ShoZu, recently showed ShoZu's re-vamped mobile application to the BBC. Check out the video.
ShoZu 4.0, is much more robust than previous versions. It allows you to update your status on various social networking sites from your phone, reply to comments (and read friend's comments) from your phone, and download your friends's Flickr feeds to your phone. And, it's easier to use than the last version, which itself is simple (and I'm not just saying that because they're one of my clients). It makes social networking from your phone simple and it aggregates social networking interactions so that you don't have to jump from WAP site to WAP site or from on mobile application to the next. The newest version of the ShoZu app is even better from a useability perspective.
In this major new release, ShoZu started showing ads. While ads normally annoy me, the ads ShoZu shows are (so far anyway) good. Unlike ads on websites, I'm seeing ads from a small number of companies that are the type of companies people like me want to learn about... companies that have products/services that actually appeal to advanced mobile users and mobile social networkers.
From a useability perspective, what's interesting and unique about the way ShoZu displays ads is that those ads are kept entirely within the ShoZu experience. So, when you click on a banner ad, it doesn't take you to a WAP site, it takes you to a splash page within the ShoZu application that gives you more information. And, it's much easier to navigate away from the splash screen on Shozu than it is to interact with some other mobile ad types like WAP. With WAP ads, you're navigated away from the task you're participating in and loading is slow. ShoZu's ads are lightning fast and can be opened and closed in fractions of seconds.
Last year, I wrote a post with predictions for mobile in 2007 and beyond, using inCode's "Top 10 Global Wireless Predictions for 2007"
as a starting point. We're almost 2 months into 2008, and it's the perfect time to re-visit those predictions to see what came true, and make a few more predictions for 2008 and beyond.
Topping both InCode's and my own predictions for 2007 was the mobilization of social networks. To date, while social networks aren't nearly as mobile as I'd like, they're taking big strides and moving in the right direction. In October 2007, Dustin Moskovitz (co-founder of Facebook) spoke at CTIA in San Francisco on the importance of mobilizing social applications and announced Facebook's first mobile application (for RIM). And, in one of the most exciting things to happen since I started blogging, Dustin Moskovitz read my post expressing disappointment about Facebook's mobile announcement and solicited my input on how to improve Facebook's mobile strategy and WAP site.
In other exciting mobile social networking news in 2007, ShoZu (one of my consulting clients), who makes it easy for users to interact with their favorite social networking sites from their phone, was nominated for a TechCrunch Crunchies Award. And, in early 2008, ShoZu announced that ShoZu will ship on 50 Million Mobile phones in 2008, the number of users downloading the app from non-pre-installed phones is doubling quarterly, and 100,000 users are registering for ShoZu every month! With stats like that, it's clear that mobile OEMs and Operators are buying into the mobile social networking proposition, and users are embracing mobile social networking in droves. Mobile social networking on the whole will continue to increase in popularity in 2008, and mobile accessibility will improve dramatically, as mobile browsers and social media apps get better.
inCode also predicted that in 2007, "Multi-Function Devices [will] Become Cheaper and More Versatile" - including the introduction of video-capable, GPS-enabled, and LBS-capable devices to the masses. Video-capable devices are definitely here to stay. GPS-enabled devices haven't saturated the market, but LBS is taking off. Google Maps recently incorporated LBS via network triangulation, and while triangulation isn't nearly as accurate as GPS, it's still very useful. It's great to see carriers like AT&T opening up triangulation to allow mobile internet technologies to leverage LBS.
A year ago, I predicted that in 2008, "large mobile operators and OEMs will begin to pre-load devices with social networking-focused applications that incorporate GPS." It seems that mobile operators are moving in the right direction, based on several new product announcements at the World Mobile Congress in Barcelona earlier this month. OEMs like Nokia and Sony Eriksson are jumping on the GPS bandwagon in 2008 with innovative handsets with built-in GPS and designs that rival the iPhone. Once GPS technology is more readily available on slimmer handsets, the influx of GPS-enabled social applications will come. By 2009, interacting with friends from your mobile phone and locating people near you so that you can interact with them in real life will get easier thanks to new GPS enabled handsets and apps.
Last year, I also predicted: "collaborative and community-based entertainment like YouTube
on the go will evolve and continue to be popular. I also expect that
sites that monetize video footage (of, say, news events) that users
take on their mobile phones will become increasingly popular....Think
sites like: ScoopLive.com, Scoopt.com, and SpyMedia.com." So far, I've been right on YouTube, but monetization from video is still a long way off. Check out the lack of traffic on the above sites according to Alexa!:
Given the current economic downturn in the US, I don't suspect we'll see much movement in the paid-for citizen journalism space until 2009. And, by that point, there will probably be a whole new set of competitors. More likely, I suspect we'll see Video AdSense from Google (just released from beta) and similar video ad platforms make their way towards mobile and start picking up momentum towards the end of the year and into 2009 as mobile advertising revs up.
With an increased amount of mobile content becoming available and more ISVs and websites trying to monetize their mobile efforts through advertising, the discoverability of mobile content needs to improve. So, I'm sticking with my original prediction from 2007 that later in 2008, mobile search and mobile SEO will gain momentum. Mobile ads will gain some momentum later this year but won't likely take off until 2009. By that point, there will be a need to track the effectiveness of mobile ads, and by 2009, I suspect we'll see an increase number of mobile analytics vendors like Bango and Mobilytics emerge. From there, it's only a matter of time before the heavy hitters in website optimization and testing incorporate mobile website testing and optimization tools into their product suites.
It's an exciting time to be in both mobile and web 2.0, and 2008 and 2009 will be exciting years for both industries as convergence moves further away from a dream and towards a reality.
Yesterday, inCode Telecom Group Inc. announced its "Top 10 Global Wireless Predictions for 2007". Topping the list as the number one trend for wireless operators in 1007 is Social Networking:
On the handset side, inCode predicts that in 2007, "Multi-Function Devices [will] Become Cheaper and More Versatile". This includes the introduction of video-capable devices to the masses. They also predict that location-based services (LBS) and GPS will become mainstream. According to the article:"Social Networking Gets Mobilized. Mobility is added to existing Internet business models, services and behaviors, driving traffic for wireless operators. Teens and twenties accustomed to constant connectivity and habit-forming Web sites, such as MySpace and Facebook, lead a wave of membership in mobile social networks. Location social networking including friend and event finder services gain popularity, even in the professional and over-50 segments. Google, Yahoo and Skype are more compelling for users than wireless brands, which are hard-pressed to compete. As customer appetites for social data and video services spike, wireless operators offer more “all you can eat” pricing for high-end data packages. Social networking applications initially are preloaded on many mobile devices sold and later become downloadable."
"GPS is the location technology of choice for the wireless industry. Handset manufacturers continue to push GPS-enabled handsets as the technology evolves from popular in-car satellite navigation systems like TomTom to a broadly accepted feature in wireless phones. With Nokia having launched its first GPS-enabled handsets in early 2007 and bandwidth available to support new multimedia services, location-based service providers build critical mass. Since there are 10 to 20 times more mobile phones sold than any other consumer electronics device, wireless is a huge driver for GPS adoption. That’s great for users and handset vendors, but the benefit to operators isn’t clear."
Another of inCode's predictions is that "Mobile Advertising Breaks Loose:"
This prediction, is already starting to come true, with MVNOs like Virgin Mobile USA and Amp'd Mobile planning to offer discounts to customers for viewing advertisements on their mobile phones. Cingular Wireless, Verizon Wireless and Sprint Nextel have also said they're going to test the concept of mobile advertising. And, according to CNET, mobile advertising services company, Millennial Media, which was founded by Paul Palmieri, a former Verizon executive recently received $6.3 million in Series A funding."Major brands shift from basic SMS marketing to more sophisticated multimedia advertising. RBC Capital Markets expects mobile marketing revenues to balloon from $45 million in 2005 to $1.5 billion by 2010. With the technological ability to target and measure the effectiveness of mobile advertising, brands are more strategic in their approach. Operators under increasing price pressure set limits on current handset subsidization. Brands take up the slack, subsidize handsets and services for target demographics and take direct ownership of marketing channels. Rich 3G content and video services and accuracy advancements in GPS-based location services deliver further value to brands targeting existing and potential customers in innovative ways."
inCode is on the money with their predictions for 2007. Tying together the above predictions for 2007 and thinking about the future, I predict that in 2008, mobile operators will further realize the power of social media - extending beyond simply social networking to all forms of social media. If all goes as I predict, in 2008, Mobile Operators, MVNOs, OEMs, and ISVs will harness the power of social networking, GPS (LBS), and multi-function handsets and incorporate the power of social media, adding applications and web-based services to handsets that add value to consumers. Services/ applications like Helio's Buddy Beacon, Dodgeball, etc. will increase. I predict that large mobile operators and OEMs will begin to pre-load devices with social networking-focused applications that incorporate GPS. I also believe that mobile advertising will increase and that the value of GPS to mobile operators will be realized in the ability to either charge for LBS social networking services and/or offer interactive mobile advertising via these LBS-enabled social networking applications.
Collaborative and community-based entertainment like YouTube on the go will evolve and continue to be popular. I also expect that sites that monetize video footage (of, say, news events) that users take on their mobile phones will become increasingly popular....Think sites like: ScoopLive.com, Scoopt.com, and SpyMedia.com.
Search Engine Optimization (SEO) and Social Media Optimisation (SMO) will also play a big role in mobile social networking AND mobile advertising in 2008. Though, I expect to see real advances in and popularization of this area happening towards the end of the year and into 2009, once mobile GPS and mobile advertising are better established. I see this happening in several ways:
- When users search for friends, that mobile advertising will be well integrated so that suitable meeting locations and activities will be suggested (e.g. restaurants, coffee shops, stuff to do, sites to see, etc.)
- Based upon users mobile searches, social networking behavior, and text written in the emails they send via mobile phones, mobile LBS and mobile ads will generate new advertising content.
These are my initial thoughts for 2008, and all of them are predicated on inCode's predictions for 2008 coming true. If you've got any additional predictions for 2008 and beyond, post a comment!
