Mobile Ads: Next Internet Gold Rush?
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Money talks. That's why mobile phone advertising has become such an irresistible topic.
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By David Crow  Browsing the internet on a mobile phone can be frustrating. Cramped screens, tiny keypads and slow download speeds do not lend themselves to the rich multimedia experience offered by Web 2.0.
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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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The market for content and services on  cell phones is expected to grow to $150 billion by 2011, as  access to the web while on the move becomes easier and faster,  research from Informa Telecoms & Media showed.
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Ad networks target online gamers as next big audience for product placements.
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A new advertising platform attracts a major radio network. What will the experiment tell us?
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BBC Click investigates how advertisers are finding new ways to get our attention on the web.
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Research and Markets (http://www.researchandmarkets.com/reports/c60173)  has announced the addition of Mobile Social Networking: New Market, New  Opportunities to their offering.
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The future of advertising isn't writing better slogans or using cool photography or video. It's creating interactive stories people can explore over their phones, on the web, maybe even through a flash drive hidden in a bathroom. It's a new art form. Just ask Nine Inch Nails' Trent Reznor.
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Welcome to the brave new world of interactive Web advertising.
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Ad agencies are in the brand-building business, but sometimes their efforts transcend the kind of process automation that intermediaries such as Google and MSN introduce to Web advertising. How can online creativity be bottled and distributed?
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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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By Buller, Alicia  Analysis  At last, the UK mobile network market has taken its first fullyfledged steps towards the adfunded model.
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Google has launched Google AdSense for mobile devices, which is now undergoing beta testing by select mobile publishers.  Scott of Self Made Minds reports that Google has sent an email out to mobile publishers inviting them to try Google AdSense contextual advertising on their mobile sites. We have successfully conducted initial testing on the product and [...]
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Human-powered search site morphs into search for mobile users.
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New interactive ad format would give advertisers new ways to reach users online.
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DENVER (Billboard) - Pop quiz: What technology is on the cusp of changing the face of Internet advertising as we know it?