Mobileslate

Truth in [Mobile] Advertising

While lots of people have opinions and viewpoints when it comes to advertising on their mobile device, I am inclined to think that it is rather inevidible. We should perhaps be thinking about what business model and what technologies are useful, rather than avoiding it. Banners, interstitials and other forms are easy to repurpose as these models are tried and true. But ultimately, when it comes to advertising on a mobile device, do I really want to get distracted from my intended task? There needs to be some agreement that a mobile device, being the [proposed] 3rd screen, does not serve the same function like outdoor billboards, traditional print, TV/Radio commercials, or even Internet adverts. Based on this modality, personalization and mobility, we must address appropriate Advertising that is meaningful.When using a mobile device, instant gratification and “quick and easy” shopping experiences or information gathering come to mind. While I may spend hours staring at the screen to play Digital Chocolate’s Bubble Ducky, but if it takes me a long time to actually find, purchase and download the game, and during that whole experience, adverts for complimentary games, similar titles, duck ringers, duck screensavers, or even videos of ducks are pushed to my attention, this severely distracts from the user experience.

What I believe is seriously missing in the mobile space, with respect to advertising, is the fact that unlike other forms, where you are increasing brand awareness or selling an image, mobile advertising has to accelerate the purchase decision or consumption of the intented task. This is where I think the hidden value my lie. If you can’t compete in the Operator’s WAP deck, or believe that “Pay For Placement” is a zero-sum game, then maybe mobile search and mobile advertising could become star-crossed lovers to enhance the user experience. It is already known that Mobile Publishers and Mobile Operators have created a store with limitless shelf space in a compact and convenient travel size, the problem is that address the “Long Tail, Short Tail” is impossible given the current state of things. Thus, advertising needs to be one driver in making mobile commerce quicker and less painful. A Wacom Group study performed showed that “76% of mobile data users give up [in using or finding digital content] because search is too difficult” is one of many data points to validate that we cannot simply repurpose content and business models for mobile and expect them to stick.

Even more apparent is the fact that mobile phones have become such personalized devices that a feature might even come along where subscribers might even pay to not have advertising. Hmmmm. Sounds strangely familiar to XM and Sirius satellite radio. So Mr. Mobile Operator, dabble and experiment with mobile advertising — it might be worth a serious look when your ARPU numbers are starting to take a nose dive.

advertising, Mobile, mobile payment, shopping, user experience