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Who likes ads? No one, that’s who. So when we hear that advertisers are having a heard time breaking into the mobile sector, it is cause for some of us to rejoice. Others, according to mocoNews.net’s James Quintana Pearce, think it will impede the progress of the industry. Either way you want to look at it, mobile ads aren’t having an easy time finding your phone, and I’m sure that you, the consumer, are enjoying the peace. Advertisers are working at a compromise, but it’s going to be a slippery situation, considering the intimacy with which we regard our mobile phones.

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Are you receptive to mobile advertising? A Nielsen surveys says that only 10 percent responded yes. And that really should come as no surprise. No one wants to see advertising. But we accept it as a means to free content. Just as we saw Internet advertising explode over the past few years, so we are going to see more and more advertising on our mobile phones. The obstacle standing in the way, really, is the penetration of mobile data usage in the U.S. Once that number begins to rise, we’ll certainly see an uptick in monetized content.

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You know Nielsen. That company that puts a box on your TV and says that you’re part of a representative sample of how many people watch certain shows and other programming. Well, it now appears that they’re getting into the mobile phone survey business, too. They’ve performed a survey relating to mobile advertising. And what they’ve found is that 58 million people, which as the headline indicates represents over 20 percent of all U.S. cell subscribers, have seen a mobile ad in the past 30 days. Could we see a more rapid development of this platform of advertising than we had originally thought?
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GPS-based advertising is something I touched on last week in my mobile advertising article. Greg Sterling mentioned that geo-targeting would play some part in how we are served ads. CBS is taking a large step in this direction, utilizing Loopt, a social networking service, to serve you ads relevant to your current location. These will appear on CBS Mobile News and CBS Mobile Sports.
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My eyes lit up when I saw this figure: Mobile advertising could hit the $5 billion mark in revenues by 2012. That’s quite an upstroke from the just-over $100 million earned from mobile advertising in 2007. It got me thinking about the hows and the whys of the situation. What’s going to cause this exponential increase in mobile ad revenues? Which technologies will be the most utilized in this expansion? There was definitely part of me saying, “How can I get a piece of that revenue pie?”
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Yahoo might already have a presence on the mobile Internet with Yahoo! Go, but just being there won’t be enough for them. CEO Jerry Yang wants to be the “starting point for the most consumers” on the Internet, and that includes the mobile version. In accordance, they have created some openness in some of their mobile software, allowing other publishers and programmers to write programs for them. This will allow Yahoo users easier access to applications from other companies.
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Right now, advertising is it. Billions upon billions of dollars are spent on and earned by advertising every year. With the expansion of Internet advertising, and now mobile advertising, we’re seeing plenty more opportunities. Problem is, in the wireless realm there seems to be an ongoing power struggle. While Google, Microsoft, and Yahoo are looking to further entrench themselves in the mobile realm, they’re being met with resistance from — guess who — the cell carriers.
Read the rest of The mobile advertising standoff…