Archive for March, 2011

Breaking Free: Mobile Predictions for 2011

Wednesday, March 30th, 2011

In terms of raw activity, 2010 was an unprecedented year for mobile advertising. US inventory exceeded 150 billion impressions a month, some important mobile ad networks disappeared, and a handful of promising technologies emerged. For publishers, the overall theme was growth and change as many took the opportunity to switch platforms, find new network partners, and begin experimenting with mobile rich media. For the first time, the US became home to a growing number of mobile content providers generating double digit millions in ad revenue. As big as it was, we expect last year’s mobile growth and adoption rates to seem quaint compared to 2011. Traditional media companies will begin to see mobile as a profitable channel for content distribution in earnest, and we believe that will hinge on a few key trends.

The Remote Control for Our Lives
Though the promise has always been there, in 2011 mobile phones will go from being stand-alone communications devices with neat features to the remote control for our lives.

The first phenomenon driving this will be the true proliferation of the smartphone. Despite all the fanfare over the iPhone and Android, so-called ‘feature phones’ have always been more numerous. According to Nielsen, in 2011 the scale will tip the other way. As a result, a flood of new mobile sites and applications will hit the market, and publishers will need to update their products and interfaces to appeal to much broader audiences. The second phenomenon will be the ultra rapid adoption of new mobile services such as maps, social networking, and commerce (via payment chips and virtual currencies). Publishers must ensure they integrate these services where they will most benefit their users.

For mobile advertisers and publishers, all of this means a transition from a mobile stand-alone environment (mobile networks, mobile vendors, mobile integration companies, and mobile content providers) to a connected ecosystem. This combination should result in increased mobile eCPM rates, better ads, and higher fill rates.

Mobile Display Advertising Ecosystem Map

Monday, March 28th, 2011

Paying homage to Terry Kawaja’s (Luma Partners) Display Landscape map, and drawing inspiration from the ecosystem graphs of Nick MacShane (Progress Partners) here is an updated version of the Mobile Display Advertising Ecosystem Map as I see it today. Email me with feedback and additions.

Click again to make full screen

Click again to make full screen

Transforming location into context

Wednesday, March 16th, 2011

Online contextual targeting is nothing new. Google and others have been using the context or content of a website as an advertising targeting criteria for quite some time. Often the content is even used to approximate the user intent, or make assumptions about the demographic makeup of the site.

As mobile traffic is lacking a persistent identifier, much of this targeting ability has remained elusive for mobile advertisers. Now a new generation of companies is tackling this problem with innovative technology and fresh thinking.

The idea to solve mobile specific challenges with online ideas was always flawed. Mobile is different because it adds a location component to targeting. PlaceIQ is now taking this concept and running with it.

Consider this: over the next few months, much of America’s mobile traffic will become location enabled. As a result, ad request will be able to pass category, publisher information, and location data to the demand side ecosystem. The problem is that a location is hard to decode for most networks or DSPs. A Latitude and Longitude passed as: 42.362258852866965, -71.06977054463653 means very little to an advertiser.

Enter PlaceIQ.
PlaceIQ has divided the world into 100×100 meter tiles. Each tile consists of a collection of Latitude and Longitudes. Now comes the exciting part: each tile is filled with offline, online, and mobile information. As a result the targeting parameter to a DSP is no longer: 42.362258852866965 -71.06977054463653 but rather: User in a high value, high density shopping district, frequented by people with a median income of $78,000, with an affinity to the Volvo car brand….

In other words PlaceIQ is transforming location into context by making Lat/Longs truly actionable. Check out the screenshot below, and expect to see exciting developments from this company.