Mobile Advertising: Not Ready for the Mainstream Yet
Wednesday, February 18, 2009
Iris Dorbian

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Now that marketing budgets have been slashed to ribbons and ad revenue for print (particularly newspapers) is in a freefall, talk of mobile advertising as a possible savior is growing louder by the day. Industry pundits hoping for an infusion of revenue from mobile ads may have to wait a bit longer, however, at least according, to a just released forecast by the Mobile Entertainment Forum (MEF). Supposedly, mobile advertising isn't quite ready for its mainstream close-up...just yet.

But mobile is rife with some opportunies this year as MEF does see the channel as having greater pricing transparency for consumers. Also, the organization is predicting that mobile video may be "taking off" in 2009 but...advertising? Don't get your hopes up. Mobile advertising may still have some rough waters to navigate before it reaches the marketing shore.

Following are some of MEF's predictions for the top trends in mobile entertainment in 2009:

• The "iPhone effect"—Mobile applications have emerged as a new content category and the mobile internet will finally come of age;
• Greater value and transparency for consumers will help sustain demand in 2009;
• Some delay in the proliferation of mobile advertising;
• The emerging dominance of services that operate at a multi-platform level;
• Social networking becomes an important driver of mobile entertainment consumption; and,
• Emerging economies will become an increasingly important driver for mobile entertainment worldwide.

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

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