Dive Summary:
- The research firm eMarketer Inc. projected that mobile ad spending will take up less than 2% of all U.S. marketing spends in 2012, but data from StatCounter Inc. indicated that smartphones and tablets generate more than 10% of Internet traffic, so opportunities are emerging.
- The same advertising strategies employed on the Web for desktop users do not necessarily translate to mobile, though mobile platforms offer unique ad types that are gaining traction, such as search, messages with useful or fun content and ads in non-traditional places.
- Banner ads see almost $2 for every $10 paid for U.S. mobile ads, according to eMarketer, but user experience may suffer because of them.
From the article:
In 2010, Apple Inc. AAPL -2.09% co-founder Steve Jobs proclaimed, "Mobile advertising really sucks." Now, however, the rule book for what works in mobile advertising is slowly being written.
Some of the ingredients to success include ads that play on the unique properties of mobile gadgets, including location, or ads disguised as a game, coupon or information that consumers want, say ad executives and industry observers. ...
