PRINT THIS PAGE Mobile advertising needs to remember that somebody’s watching
01/08/2007. Source:IVCJ (Israel Venture Capital Journal).
Early results from mobile advertising trials in the US and Europe send a clear message to advertisers: make it short, make it relevant, and make it beneficial. In this IVCJ article, Gilad Nass, research director, EMEA Emerging Technologies – IDC, discusses what it will take for mobile advertising to be effective and assesses the potential for failure should the wrong approach be taken. In a mobile environment in which prices for voice services are almost always on the decline, where data services still comprise no major part of a wireless provider’s revenue stream, and content revenue is shared among multiple entities, advertising seems to be the next invention to invade our mobile screens.
Advertising by SMS has been with us for a couple of years, but during the last year several trials of other advertising formats were conducted throughout the world. IDC has gathered initial reports from service providers on the success (or failure) of these trials, and the receptiveness of consumers to the different formats of mobile advertising.
Below are the most prevalent types of mobile advertising, and the initial analysis of the respondent’s input.
Click here to view the full article (pdf 200kb)
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This article appeared in the Israel Venture Capital & Private Equity Journal (IVCJ). IVC Research Center publishes the Israel Venture Capital & Private Equity Journal, a quarterly review of trends and developments in the Israeli-related venture capital industry. IVCJ, distributed worldwide, is dedicated to provide wide-range coverage of Israel's venture capital industry. For more information please visit www.ivc-online.com
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