[...] This post was mentioned on Twitter by thefounder and mjulius4, Phone Ads. Phone Ads said: What happened to Mobile Advertising? - Tribble Ad Agency (satire) http://tinyurl.com/yze8s9a [...]

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[...] Continued here: What happened to Mobile Advertising? [...]

[...] What happened to Mobile Advertising? [...]

[...] See th­e rest h­ere: What happened­ to­ M­o­bil­e Ad­ver­tis­ing­? [...]

[...] What happened to Mobile Advertising? [...]

[...] What happened to Mobile Advertising?9 hours ago by TheFounder  What happened to Mobile Advertising? You know the Advertising Agency sold on fluff we can do that for the client? At one point about 3 years ago it was all. [...]

Firstly, I am going to make this really clear. I have been working in mobile for over six years and if you think (which you are entitled to) that web-desktop browsing shrunk down to fit the mobile phone browser is a good experience then you do not understand the basic principles of the medium. Having a good browser on your phone is great, as the iphone has so greatly shown which we are grateful for as it has helped move the industry on and has acted as a catalyst to other handset manufacturers. However and a big however, users of the mobile internet want relevant and concise information whilst on the go. Trawling through the web designed for big screens on your mobile phone does not work and never will, even with a great browser. This is an age old attitude of just dumping an old format on to a new format. Mobile is far more creative than that. I have experience in building mobile sites for Automotive, Financial, News Publishers, General Publishing, FMCG, Travel, Technology, Social Media sectors and never would I recommend just dumping their website on to the mobile. Beside the design element previously mentioned, fixed line websites are really heavy and when connecting over GPRS, Edge, 2G,2.5G or even 3G this slows down loads times dramatically. Again, this presents a problem as when users access information whilst on the go, they are time restricted. Therefore, a mobile site delivering the exact content they require, that is rendered for an optimal experience on their chosen handset is the best way to deliver a good user experience. In a way and within the time they expect. Here is one example, I currently work for an organization that has built mobile sites for some world leading banks. Within a matter of a few clicks from a site launcher on the top layer of your menu system you are on the site in a completely secure environment, you can access your online statement and make transactions within a perfectly optimized user interface. No need for typing in the URL or finding the bookmark within the menu system; vertical or horizontal scrolling, signing in and slow loading pages. With accessing this service whilst on the go it gives you exactly what you need, check balance, make a transaction, request a call from customer service or click to call customer service and even direct you step by step to the nearest ATM or branch. Why would you want or need to go to the website whilst on the go? It would be a slow experience, there would be rendering problems for multiple reasons, such as flash, weight of the site, device type, screen size and resolution. I would need to find the content I am looking for, find the login and type in my details and by this point I would have given up because my bus just arrived, or my friend turned up, or I just went through a tunnel on the train or I lost 3G connection and have been bumped down to GPRS and my patience and time has run out! I suggest you check out some mobile sites optimized for your mobile phone.

Secondly, you seem to have the concept of mobile advertising, mobile internet and mobile marketing very confused. Mobile advertising and texting does not just lie with Twitter, Facebook or iphone apps. There are people accessing mobile portals/sites from many different sectors (as mentioned above) so there is a plethora of off portal activity which presents huge opportunities for mobile advertising. Personally working with leading newspapers and publishers across Europe and seeing how fast the mobile internet has grown over the years this is without question a very exciting time. Mobile advertising in the UK has grown from 2007 to 2008 by 92% according to the IAB. I expect to see more growth as more and more off portal sites are coming to life. It is no different to the early days on the internet before the dot.com boom where the main points of accessing information was AOL, Microsoft and Yahoo. Now the walled gardens of the operator portals are coming down with free data packages of flat rate packages more and more people are accessing the mobile internet and so too are we seeing the dot.com boom happening on mobile.

Finally, all three areas of mobile act as a standalone marketing channel or can work well being integrated into traditional media. Whether it is text to a shortcode from a TV ad or bottle of drink to receive further information or an opted in sms/mms push marketing or CRM campaign or running a series of advertising campaigns through banners, expandable banners, text links, video pre and post roll or clickable links within sms or mms messages they are all ways of communicating and engaging with a customer or potential customer. The mobile channel allows brands or media owners to engage with their target demographic whilst on the go. It helps them reach new demographics, as for traditional publishers such as The Guardian, The Times, The Sun, The Independent, The Daily Telegraph and Trinity Mirror (All clients) we know the people that read the paper, people that go to the website at home or in an internet café and those that are accessing the mobile site are all different demographics. In particular today, the younger generations prefer getting this content on their mobile phone than they do at home on the computer that sits in the front room. In some countries such as India, Korea and China there are more people accessing the mobile internet than the fixed line web! For some, their first experience of the internet has been on their mobile phone! So finally it is absolutely crucial that we get this right as once a person has had a bad experience they do not come back!

Mobile Internet Vs Desktop Internet Shrunk on Mobile…

Mobile Internet is best optimised on the mobile phone.
……

Firstly, I am going to make this really clear. I have been working in mobile for over six years and if you think (which you are entitled to) that web-desktop browsing shrunk down to fit the mobile phone browser is a good experience then you do not understand the basic principles of the medium. Having a good browser on your phone is great, as the iphone has so greatly shown which we are grateful for as it has helped move the industry on and has acted as a catalyst to other handset manufacturers. However and a big however, users of the mobile internet want relevant and concise information whilst on the go. Trawling through the web designed for big screens on your mobile phone does not work and never will, even with a great browser. This is an age old attitude of just dumping an old format on to a new format. Mobile is far more creative than that. I have experience in building mobile sites for Automotive, Financial, News Publishers, General Publishing, FMCG, Travel, Technology, Social Media sectors and never would I recommend just dumping their website on to the mobile. Beside the design element previously mentioned, fixed line websites are really heavy and when connecting over GPRS, Edge, 2G,2.5G or even 3G this slows down loads times dramatically. Again, this presents a problem as when users access information whilst on the go, they are time restricted. Therefore, a mobile site delivering the exact content they require, that is rendered for an optimal experience on their chosen handset is the best way to deliver a good user experience. In a way and within the time they expect. Here is one example, I currently work for an organization that has built mobile sites for some world leading banks. Within a matter of a few clicks from a site launcher on the top layer of your menu system you are on the site in a completely secure environment, you can access your online statement and make transactions within a perfectly optimized user interface. No need for typing in the URL or finding the bookmark within the menu system; vertical or horizontal scrolling, signing in and slow loading pages. With accessing this service whilst on the go it gives you exactly what you need, check balance, make a transaction, request a call from customer service or click to call customer service and even direct you step by step to the nearest ATM or branch. Why would you want or need to go to the website whilst on the go? It would be a slow experience, there would be rendering problems for multiple reasons, such as flash, weight of the site, device type, screen size and resolution. I would need to find the content I am looking for, find the login and type in my details and by this point I would have given up because my bus just arrived, or my friend turned up, or I just went through a tunnel on the train or I lost 3G connection and have been bumped down to GPRS and my patience and time has run out! I suggest you check out some mobile sites optimized for your mobile phone.

Secondly, you seem to have the concept of mobile advertising, mobile internet and mobile marketing very confused. Mobile advertising and texting does not just lie with Twitter, Facebook or iphone apps. There are people accessing mobile portals/sites from many different sectors (as mentioned above) so there is a plethora of off portal activity which presents huge opportunities for mobile advertising. Personally working with leading newspapers and publishers across Europe and seeing how fast the mobile internet has grown over the years this is without question a very exciting time. Mobile advertising in the UK has grown from 2007 to 2008 by 92% according to the IAB. I expect to see more growth as more and more off portal sites are coming to life. It is no different to the early days on the internet before the dot.com boom where the main points of accessing information was AOL, Microsoft and Yahoo. Now the walled gardens of the operator portals are coming down with free data packages of flat rate packages more and more people are accessing the mobile internet and so too are we seeing the dot.com boom happening on mobile.

Finally, all three areas of mobile act as a standalone marketing channel or can work well being integrated into traditional media. Whether it is text to a shortcode from a TV ad or bottle of drink to receive further information or an opted in sms/mms push marketing or CRM campaign or running a series of advertising campaigns through banners, expandable banners, text links, video pre and post roll or clickable links within sms or mms messages they are all ways of communicating and engaging with a customer or potential customer. The mobile channel allows brands or media owners to engage with their target demographic whilst on the go. It helps them reach new demographics, as for traditional publishers such as The Guardian, The Times, The Sun, The Independent, The Daily Telegraph and Trinity Mirror (All clients) we know the people that read the paper, people that go to the website at home or in an internet café and those that are accessing the mobile site are all different demographics. In particular today, the younger generations prefer getting this content on their mobile phone than they do at home on the computer that sits in the front room. In some countries such as India, Korea and China there are more people accessing the mobile internet than the fixed line web! For some, their first experience of the internet has been on their mobile phone! So finally it is absolutely crucial that we get this right as once a person has had a bad experience they do not come back!