Google’s CEO Eric Schmidt claims that 2008 will be the year that mobile advertising gets big and puts its hopes on location-based ads that are delivered as part of local mobile searches for restaurants, bars, and the like. Even if Schmidt’s prediction does come true it might be hard to quantify exactly how large the ad market gets and how fast. As far as I know there is no reliable industry-wide metric for mobile ads yet.
Nevertheless a new report from mobile ad serving specialist AdMob gives some indications of the size of the mobile Internet business and which handsets are being used for wirelessly accessing the Web.
Started in 2006, AdMob now (01/2008) sells banner and text ads on more than 3,000 mobile Web sites from big-name marketers including Ford, Procter & Gamble, BlackBerry and Best Buyand says it is now serving 2 billion impressions per month (of wich 44% NA, 22% ASIA, 9% WE and lower percentages for other regions).
LANDROVER, one of our Wunderman clients, already experimented with Admob to connect with “Big Spenders” on Iphone.
The campaign targeted smartphone users and took advantage of AdMob’s new ad unit, exclusive to the iPhone (see video), which has a store-locator in the banner itself. Of those who clicked on the Land Rover mobile ad, 23 percent of customers responded to at least one call-to-action on the landing page: 88 percent watched the video, 9 percent entered zip codes, and 3 percent used the click-2-call action.
Landrover registered 400,000 impressions on the iPhone, with 1,100 users entering their zip codes. AdMob in turn worked with Mediaedge: CIA, also part of the WPP group, to define targeting parameters to reach a desired segment, using a combination of mobile context, sites and devices.
Now, if we go for Eric’s prediction that mobile advertising will become big (more mainstream?) I can assure you that Mobile Analytics will be key for measuring your Return on Marketing Investment(ROMI).
A good starting point for Mobile Analytics would be Amethon’s solution, which is one of the worlds first analytics applications specifically built for mobile browsers. With no page tagging, artifacts or javascript they offer a real time analytics solution with no overhead or lag (TCP-IP based). I’m wondering if Google Analytics would evolve into this area.
Source image: AdMob Network Metrics
Guys,
We have another mobile only solution at http://www.mobilytics.net. Mobilytics has been designed from the ground up as a mobile analytics service. It uses page tagging and does not require a hosted server like Amethon.
With all the mobile advertising being done, there is a clear need for an unbiased mobile analytics solution to keep everyone honest. Our is simply the easiest (and cheapest) solution.
Let me know if you want to join our beta test.
Greg Harris,
Mobile Visions, Inc
Bango, well known for its mobile web payment services has launched a mobile analytics service ( Bango Analytics ). You can get a free account at http://bango.com/products/analytics/default.aspx
Hi Guys, You are the second Belgium based company that has written about us this week…..rock on Belgium :)
You might also want to check out Bryson Meunier’s review on Mobile Analytics here;
http://www.brysonmeunier.com/the-mobile-seo-s-guide-to-mobile-analytics/comments/41#comment-41
It gives a pretty good overview of ALL the players in the space – yes even http://www.Amethon.com :)
All 4 main players in this space have their own strengths and weaknesses, yes we are a commercial company so our application isn’t free but you also know that using the Amethon Mobile Analytics solution the data is going to stay secure on your own server in your own data center and not used for third party advertising or anything like that.
We should have a european representative soon but until then feel free to give the guys in Sydney Australia a call or if the USA time zone works better call me in the New York office.
Cheers,
Dean Collins
Dean.Collins@Amethon.com
Phone: +1 646-240-4043