Avinash Kaushik of Google Evangalist fame chatted about mobile advertising opportunities. The bleow are excerpts and thoughts from Avinash.
Mobile platforms are more exciting because the opportunities are infinite, but also because content is much more readily available. The ability to create great experiences for consumers is at the heart of why mobile is having so much impact. Oh, and apparently smartphones are becoming more popular so much that Avinash said "trillions of people, including friendly aliens on Pluto, have mobile devices". Botton line, mobile is growing.
But, it is worth considering why mobile (all by itself) is an important platform as it allows marketers to connect to the mobile-using demographic AND capitalize from the marketing opportunites that are not available through other mediums. Finally, the behavior of people through mobile platform is so different, that it is truly a unique environment.
Should we take Avinash's word and jump into mobile analytics? Only if we can measure it!
Brand Marketing Opportunity
Mobile allows brands to own the relationship with consumers. Avinash cited the example of QR code on box of strawberries in the supermarket. QR code results in visit to a branded experience that included charitable endeavors of the company, contest entry, recipes and option to input email address to stay in touch. Now the brand is connected to the consumer and is not disintermediated by the distribution channel.
Building Apps & Connecting with Customer
Searching for 'surf reports app' on Google mobile, top ad is from Skullcandy, that links directly to Android Marketplace. App allows for updates across a number of activities and captures the interest of the consumer based on the app. They are thinking about the platform in a differen way and delivering the content you are looking for.
Another QR code example was used by LG and bing user to thier spec website for the TV which included user reviews. Looked at page on mobile phone, but went home and continued reading on desktop. LG did not rely solely on retail support, but ensured they were able to present data.
Evolution of Mobile ads - Example locked out of house and the add has phone number listed in the top of the ad without the search reports. Many of the ads incorporate maps, reviews, places page and phone numbers into their mobilie adwords ad.
Don't think of mobile ad as way to drive traffic but more about click, call, drive allowing users to choose how they wish to connect through how your advdertising is performing, how your website is performing and how mobile is performing.
Get testing, keep learning.