BKI Media Mobile Advertising and Marketing Analyst now available

June’s issue of The Mobile Advertising and Marketing Analyst out now!

In Game Mobile Advertising as seen by Mobile Operators
Mobile operators are embracing ad-funded mobile gaming in the same way they are embracing mobile advertising - warily but driven by necessity. With a mobile content market continuing to under perform and valued at only USD 20bn action needs to be taken now to move the mobile content industry from a nice-to-have service to a thriving business segment. Smaller, niche vendors have been teaming up with ad agencies to drive the uptake of mobile in-game advertising, but few operators have implemented a strategy…

The Japanese approach to mobile advertising and how Europeans can capitalise on it
Japan continues to be the market that European mobile operators look at with awe, which is reaching new heights: for the first time this year Japan’s off-portal market equalled the on-portal market. This is due in large part to the rise of mobile communities the first of which was as Mixi, launched in 2004. But it’s now been overtaken by DeNA’s Mobage Town which has over 20 million active users…

What is the difference between pure mobile advertising and search-driven mobile advertising? AdMob vs JumpTap
There are many confused areas in the emerging mobile advertising market, but two camps are more clearly defined. On one side there are those who support a pure mobile advertising model that follows an AdSense-type approach, offering users the opportunity to launch and execute a mobile advertising campaign from as little as USD 50. On the other side, branded and white label mobile search companies are portraying themselves as the cornerstone of the advertising revolution; they are in no doubt that the Internet model will prevail and anyone who owns the search query eliminates the guess-work from publishing the correct contextual advert…

Case study: self-configuration is at the centre of boosting service uptake and cutting costs
The new generation of SIM cards means users can self-configure their phones, serve themselves ads and enjoy better, self-service customer care - all prompted by the consumer’s own, up-to-the-second behaviour. This drives usage, but keeps operators’ costs down in a variety of ways - so why aren’t more operators doing it? Is it too good or too expensive to be true?…

SMS just keeps steaming ahead in Mobile 2.0 applications
It’s quaint to think how many industry pundits thought that MMS would overshadow SMS five years ago. Not only is global usage of SMS still growing fast, but new uses for text messages are appearing all the time, particularly in promotion and advertising, and India is blazing the trail…

Sprite Yard vs data charges and the big Internet brands
Coca-Cola, one of mobile advertising’s pioneers, is creating a social network on mobiles for teenagers in the US and China to compete with the likes of MySpace. It will be built around the company’s less popular Sprite brand and allow members to set up profiles, chat, send messages post images and interact with other members…

GoMo News Headlines
M1 completes successful SMS2.0 trial,JumpTap throws down its Ace,Ninemsn jumps on in-game mobile advertising trolley in Australia…

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