NMA MOBILE: Ready for take-off

The dramatic rise of the smartphone market over the last three years has opened the gates to a new and engaging channel for brands and advertisers. But while the 116% growth in mobile ad spend, detailed in last month's IAB report, surpassed expectations for 2010, it's also symptomatic of a...

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Bibliographic Details
Published inNew Media Age p. 24
Main Author Reynolds, Christopher
Format Trade Publication Article
LanguageEnglish
Published London Centaur Media USA Inc. (A member of Centaur Plc Group) 14.04.2011
Subjects
Business conditions
International
Marketing
Online advertising
Quality control
Smartphones
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Summary:The dramatic rise of the smartphone market over the last three years has opened the gates to a new and engaging channel for brands and advertisers. But while the 116% growth in mobile ad spend, detailed in last month's IAB report, surpassed expectations for 2010, it's also symptomatic of an industry still very much in frontier territory. So in this new land of opportunity, what developments are fuelling the industry's confidence that the next 12 months will be another period of growth? James Connelly, MD of mobile ad agency Fetch Media, is in no doubt about the biggest inhibitor to mobile ad spend. He laments the quality of ad tracking across the medium and argues that until the ad servers open up and develop a standard of post-impression tracking, comparable to the fixed online space, mobile ad budgets will be restricted.
ISSN:1364-7776