The United State of Mobile Advertising

The United State of Mobile Advertising - open mobile...

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open mobile advertising The USmA: The United States of Mobile Advertising WHITE PAPER Prepared by Nick Lane Chief Analyst, mobileSQUARED
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I’ve got a vision that these mobile phones could have a greater effect than even television advertising. I couldn’t quite see my way through it because it still seems rather misty to me, but I get the feeling that these could be incredibly powerful as an advertising medium. I must say, mobile was all ‘gobbledegook’ to me but I’m beginning to get a little bit of what mobile means and can do for me as a brand. But what I would say to [the mobile industry] is that we need to understand more clearly how this all works, why it works, how you use it, the best method of use and we need somebody to talk to us in layman’s terms. Mike Godwin Managing Director, Mövenpick Ice Creams © 2010 Smaato Inc. White Paper on The USmA: The United States of Mobile Advertising Mövenpick Ice Creams is part of Nestlé, and represents the next wave of brands looking to invest in a mobile strategy. Mobile is a conversation that all DDB clients want to have now. And we are happy to share our experience that when Mobile is used effectively it makes all media work harder. We believe that mobile can be an integral component of a larger campaign as long as it works to connect people with people, not just people with brands. Jeff Swystun DDB Worldwide Communications Group Inc., known internationally as DDB, is a part of Omnicom Group Inc. Omnicom is the advertising holding company with the highest revenue in the world, at US$12.69 billion, according to Advertising Age’s agency rankings of April 2008.
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The US is all about numbers, big, big numbers. It has a mobile population exceeding 300 million, and a mobile internet user base on the verge of surpassing 100 million. With this level of scale, mobile advertising budgets are high – especially in relation to Europe – with the average mobile advertising campaign in the US between $75,000-100,000. $W WKLV OHYHO± LW HQVXUHV WKHUH LV VXIéFLHQW EXGJHW DYDLODEOH WR UHOHDVH the creatives on the campaign and deliver a truly compelling, rich advertising experience. Presently, the US is the second largest mobile advertising market in the world, behind Japan. In 2010, the US mobile advertising market will be worth $797.6 million, rising to $5.04 billion in 2015. Aligned with this increase in mobile advertising spend, will be an increase in US mobile users engaging with advertisements on their mobile. Consumer research for mobileSQUARED by Lightspeed Research reveals that 53% of US mobile users claimed not to have seen an advert on their mobile. User engagement with mobile advertising will inevitably increase. Primarily because 49 million mobile users already claim to have
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This note was uploaded on 07/14/2011 for the course ISC 361 taught by Professor Staff during the Spring '11 term at Kentucky.

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The United State of Mobile Advertising - open mobile...

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