This week, Kenneth Hein, predicted that 2007 will be the year of mobile advertising.
During 2006, Sprint already allowed putting banners in there WAP walled garden portal, and in the last weeks Verizon joint them.
79% of the customers, as the results of the last survey published this week shows, don’t want to see it on there small screen and find it annoying. how suprising.
What need to happen in order for mobile advertising to take off:
1. Real mobile internet broadband –today only 150M subscribers world wide have 3G out of more than 2B mobile customers
2. Real Mobile internet browsing– today only 20% of customers in western europe are using WAP portal, mostly for content download. in the US the numbers are even lower
3. Real benefit to the client – customers won’t be willing to get branding in there personal phone, only commercial offers with value for the customer. The advertisers are not yet there
4. Real personalized offer - without real personalization, the customers will find it annoying
5. Real Pay-Per-Lead service - advertisers won’t pay for media that is not results related
As I see it, we are still in the early stages of mobile internet and it will take more time for mobile advertising to take off.