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Home > By DEPARTMENTS > Sales and Marketing > Marketing Management > Advertising for Green Businesses and Community Development > Green Electronic Media

Mobile Advertising Trends Mobile Advertising Trends in US, Europe and Asia

Europe and Asia lead the mobile innovation market, with US companies lagging with static image ads.

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Mobile Advertising Tops 3 Billion Users Worldwide

Advertisers are working hard to master mobile, not least because its potential as a medium far outstrips the Web on PCs. Mobile tops 3 billion users worldwide, while PC use is at 1.2 billion, and each of the increasingly Web-enabled digital handsets is a personal connection to an individual.

According to USA Today reports, "Despite accounting for about a third of global mobile ad spending, the USA lags in creativity. Much of the spending is still for text messages and simple banners."

Mobile is Leader in Emerging Markets

Important for global marketers, mobile handsets are the dominant way people access the Web in many emerging markets, as it is far cheaper, says John Gauntt, senior analyst at digital ad tracker eMarketer. With a computer, "The cost of entry to get Internet access is about $1,200 for the PC and broadband; a mobile is less than half the cost."

Mobile Advertising Market Stats

As updated handsets spread and ad effectiveness measures are perfected, worldwide advertisers' spending on mobile will pass $19 billion in 2012, eMarketer predicts, up from about $3 billion this year.

Overall Web ad spending, which includes mobile, is estimated at $45 billion this year.

Mobile Innovation for Interactivity

"Europe and Asia are ahead in mobile social networking and video, and doing mini-websites, content downloads and film trailers. Says Gauntt: "The paradox right now is that if you're a hotshot creative (ad worker) and want to push mobile to the limit, you have to go to Europe and Asia."

Mobile Innovators in Europe and Asia

"The pace for mobile won't be set in the U.S.," says Michael Baker, vice president and head of Nokia Interactive Advertising. "It's a global medium that's different from all other channels. It's cost effective and usually the centerpiece of a strategy. (That's) very different from what's going on in the U.S., which is mini-banner ads."

Mobile Is Different Than the Web

"There's a perception that (mobile) is like the Web, and if you can do it on the Web, you can do it on mobile, which has a limited real estate," says Maruca. "You have to be more thoughtful and creative at the same time."

Among reasons mobile advertising is a challenge is that the handset is not a smaller TV or PC, it's a different user experience. Just as it does not work to replicate TV ads on PCs, marketers can't simply downsize PC advertising for mobile.

The allure is that there is a lot more interaction you can do from a mobile device, and the potential for the demographic information is much higher.

While those simple ads may even be better for developing countries, where users are unfamiliar with more sophisticated ad styles, they may underwhelm U.S. users.

USA Today



Edited by Carolyn Allen, owner/editor of California Green Solutions
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