Mobile advertising hits wireless Web first
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Big media brands latch onto mobile advertising while cell phone operators are more cautious. Is tension between the two inevitable?
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Google Inc. has begun inviting mobile Web site developers to display Google ads on their sites as part of a limited beta test.
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The World Wide Web Consortium (W3C) is considering a new effort called the "W3C Mobile Web Initiative," that will seek to make Web access from mobile devices such as mobile phones and PDAs (personal digital assistants), as simple, easy and convenient as desktop Web access.
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Blyk, the world&#39;s first fully  advertising-funded mobile telecoms operator, launched in  Britain on Monday in what is seen as a major test of the  potential of advertising on mobile phones.
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Getting in to Gears Analysis The most critical battle in the wireless world is to take the reins of the mobile internet as it evolves, and that means all the majors are trying to create a software platform that will make the web even more usable on a small device than it is on a PC, and so drive new applications and revenue streams.â¦
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New interactive ad format would give advertisers new ways to reach users online.
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(InfoWorld) - Despite theÂ buzz around mobile advertising, end users and eager advertisers may have to wait a while for widespread deployments as the mobile industry sorts out the requirements for it. "The problem is, today we are highly fragmented," said Rob Conway, CEO of the GSM Association, the global trade group for GSM (Global System for Mobile Communications) operators. He spoke Tuesday morning at the 3GSM World Congress in Barcelona. Arun Sarin, CEO of Vodafone Group, agreed. Despite the interest from advertisers in using mobile phones to deliver ads, the mobile industry needs to create a consistent framework. "If we went to Proctor and Gamble and said, this is how Vodafone does it but Orange is different, they will find it hard to move their ads onto mobiles," Sarin said. "If we don't move together we will have a fragmented medium and user base instead of a single valuable medium that reaches two billion people." A common framework would include specifications for the appropriate size of banner ads and length of video ads as well as a reporting mechanism to help advertisers measure the success of their campaigns. The GSM Association has recently established the Mobile Advertising Forum to begin to define such a framework. The group hopes to include a wide variety of interested parties, including advertisers, aggregators and content providers to set the parameters. Some end users are interested in the concept of mobile advertising because it can enable free or low-cost services in exchange for viewing advertisements. In addition, the mobile industry promises that it can offer advertisements that users may be interested in based on their location, for example. "It's about engagement with consumers," Conway said. "We will tailor-make ads for the taste of consumers." Mobile phones represent an enticing platform for advertisers who already eagerly address the 1.4 billion TV sets and 1 billion PCs in the world, said Sarin. With 2 billion mobile users on the planet, "we're clearly an important area," he said. Not all those users phone users, however, would be able to receive mobile ads. They must subscribe to a data service that enables the delivery of such content and a capable phone too, he said. Â
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Wireless users can query the search site via text messages.
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Norwegian broadcaster NRK and Swedish wireless equipment maker LM Ericsson AB on Wednesday announced what they called the world's first test of customized advertising for mobile phone television.Comment
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Boingo Wireless is introducing on Monday what it says is the first worldwide flat-rate plan for Wi-Fi hot spots.
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Location-based services are trying to revamp the Web experience to be less cumbersome on mobile devices.
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With mobile phones soon expected to push PCs aside as the most popular tool to access the Internet, the company has given mobility a top priority and is taking steps to establish its mobile search engine as the technology of choice for mobile operators.
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While many industry and internet specialists agree that a genuine convergence between technology and content for mobile has been achieved, many questions still remain on what exactly are the opportunities for local merchants and search marketers. Is now the time for search marketers to enter mobile and bring their clients with them?
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(InfoWorld) - As part of its planÂ to earn more revenue from online advertising, Microsoft is teaming with a San Francisco-based provider of mobile broadband advertising to deliver advertising to users of municipal Wi-Fi networks. Microsoft and JiWire have struck a deal to deliver advertising combined with location-based content from Microsoft's MSN portal on one metropolitan area Wi-Fi network that is currently deployed and another in the late stages of development, and the companies haveÂ plans to expand to more networks in the works for the future, said David Blumenfeld, vice president of marketing at JiWire. The advertising will come in several ways, but the most evident will be an MSN-based page users in Portland, Oregon, and areas outside of Detroit will see after logging in to Wi-Fi networks delivered by MetroFi and MichTel Communications respectively, Blumenfeld said. The MetroFi network in Portland currently has 13,000 monthly users, and the MichTel network in Oakland County, Michigan, once deployed, will be the largest in the U.S., covering 910 square miles and serving 1.2 million people, according to JiWire. In addition to MetroFi and MichTel, JiWire partners with about 18 other network operators that provide wireless broadband to hotels, airports, cafes, and the like, he said. Microsoft and JiWire also will explore other ways to deliver advertising, such as delivering what are called "ultramercials," or ads that users watch before logging in to a Wi-Fi network so they can use the network for free, Blumenfeld said. JiWire also has an advertising appliance that runs on the network and allows network operators to deliver ads throughout a Wi-Fi user's session, and Microsoft has the opportunity to sell and deliver ads to networks in this way as well, he added. Though the exact terms of the Microsoft-JiWire deal are not being disclosed, Blumenfeld said it is a nonexclusive, ad-revenue sharing deal and is a multimillion-dollar opportunity for both companies.
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NEW YORK, March 8  /PRNewswire/ -- With strong usage growth and consumers watching and acting upon advertisements, the mobile Web is a compelling platform for content and marketing, according to the latest research from the Online Publishers Association (OPA).
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Many experts are now predicting that localized search on mobile devices will become the next frontier for advertisers.
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As the number of mobile devices grow, mobile advertising will become more important and Microsoft has shown it wants to be there, with several acquisitions last year, and now in its pursuit of Yahoo.