Mobile Advertising 2007 The way we were part 1
Rating: 2007 is best described as the year of the “hiccup”
By Bena Roberts
What does the year of the “hiccup” mean?
Basically no eathquakes, lots of takeovers, even more confusion on what consumers actually want and suddenly mobile advertising becomes every operators’ wet dream.
I have compiled some lists of the hottest stories on Mobile Advertising in 2007. This first set from January to June show how it was mobile Gaming that took the first half of the year by storm. Proximity marketing seems to have failed and local search and voice search never peaked either.
The operators 3 and Vodafone and TIM made the biggest mobile advertising impression in the first half of 2007.
Top five mobile advertising stories January 2007
U-Turn to interactive mobile marketing portals
http://www.gomonews.com/pushing_the_barrier/2006/12/uturn_to_intera.html
i-Wood to launch ad-backed mobile service in Netherlands
http://www.gomonews.com/pushing_the_barrier/2006/12/iwood_to_launch.html
Bluetooth should make mobile marketeers smile
http://www.gomonews.com/pushing_the_barrier/2007/01/bluetooth_shoul.html
Orange France tries out advertising-funded segment
http://www.gomonews.com/pushing_the_barrier/2007/01/orange_france_t.html
AdMob serves up 1bn ads in six months
http://www.gomonews.com/pushing_the_barrier/2007/01/admob_serves_up.html
What does this mean?
What happened to i-wood? What happened to Bluetooth marketing? Both failed to peak in 2007.
AdMob, just keeps getting bigger and it’s strange how Amobee starts off with Orange and then gets investment from Vodafone and Telefonica.
Top three advertising stories February 2007
Enpocket brings predictive analytics to the advertising party
http://www.gomonews.com/pushing_the_barrier/2007/02/enpocket_brings.html
Hovr shoot, fire, attack plus mobile advertising
http://www.gomonews.com/pushing_the_barrier/2007/02/hovr_shoot_fire.html
Rumour Alert: AOL to buy Third Screen Media
http://www.gomonews.com/pushing_the_barrier/2007/02/rumour_alert_ao.html
What does this mean?
Enpocket has been sold to Nokia; AOL bought Third Screen but mobile gaming companies with an ad triggered model are appearing but not on the “sold” radar; as yet.
Top seven stories March 2007
Ad Infuse new mobile advertising deal with MINI USA
http://www.gomonews.com/pushing_the_barrier/2007/03/ad_infuse_new_m.html
3 partners with Rhythm New Media for free content on Planet 3
http://www.gomonews.com/pushing_the_barrier/2007/03/3_partners_with.html
US Mobile Marketing Association has global gameplan
http://www.gomonews.com/pushing_the_barrier/2007/03/us_mobile_marke.html
Google Buys Adscape Video Game Advertising Company
http://www.gomonews.com/pushing_the_barrier/2007/03/google_buys_ads.html
Medio MobileNow new Mobile Performance Ad Network from Medio Systems
http://www.gomonews.com/pushing_the_barrier/2007/03/medio_mobilenow.html
Blyk set to annouce mobile operator deal on Monday
http://www.gomonews.com/pushing_the_barrier/2007/03/blyk_set_to_ann.html
Yahoo! Broadens oneSearch
http://www.gomonews.com/pushing_the_barrier/2007/03/yahoo_broadens_.html
What we think?
March was one of the hottest months for Mobile advertising. Yahoo made waves with oneSearch and Blyk hype started. Mobile advertising companies started embracing car manufacturers and now at the end of the year car companies are the most successful partners with mobile ad companies with nearly all mobile operators boasting some form of car ad inventory.
Top four stories April 2007
Mobile Advertising Radar
http://www.gomonews.com/pushing_the_barrier/2007/04/mobile_advertis.html
ViziMedia Partners with Jingle Networks (Free411.com) and Google talk local voice search
http://www.gomonews.com/pushing_the_barrier/2007/04/vizimedia_partn.html
The Orange Idle Screen and the barcode issue
http://www.gomonews.com/pushing_the_barrier/2007/04/the_orange_idle.html
Vodafone Germany launches MediaSolutions department
http://www.gomonews.com/pushing_the_barrier/2007/04/vodafone_german_3.html
What we think?
Idle screen news made small waves in 2007 and Orange remains a leader – but apart from that no massive deployments. The Advertising radar highlights the number of new companies that have sprung up in 2007.
Top three stories May 2007
Microsoft swallows ScreenTonic
http://www.gomonews.com/pushing_the_barrier/2007/05/microsoft_swoll.html
Ad-funded mobile game content vs free content
http://www.gomonews.com/pushing_the_barrier/2007/05/adfunded_mobile.html
Nuance to buy VoiceSignal
http://www.gomonews.com/pushing_the_barrier/2007/05/nuance_to_buy_v.html
What we think?
May is the month were big guns started eating smaller fish. In 2007 Google, AOL, Microsoft and Nuance all picked up and swallowed small more dynamic competitors with ease. In the case of Nuance GoMo News feels that the competitive authority did nothing and it should be ashamed of itself.
Top five stories June 2007
Point and click technology goes commercial in Japan
http://www.gomonews.com/pushing_the_barrier/2007/06/point_and_click.html
MEM: TIM responsible for the sexiest mobile advertising concept
http://www.gomonews.com/pushing_the_barrier/2007/06/mem_tim_respons.html
Why Vodafone shouldn’t welcome the Googlefone
http://www.gomonews.com/pushing_the_barrier/2007/06/why_vodafone_sh.html
Xero Mobile Announces Partnership with Sennari
http://www.gomonews.com/pushing_the_barrier/2007/06/xero_mobile_ann.html
Orange UK selects PhoneSpots Mobile Advertising Solution
http://www.gomonews.com/pushing_the_barrier/2007/06/orange_uk_selec.html
What we think?
June was a confusing month as the top announcements reflect the confusion and different strands of the advertising market.
Xero Mobile the first ad funded MVNO is up for sale. Orange embraces a mobile ad voice phone solutions (oh dear). The Googlephone hype is fever pitch and visual mobile search starts hitting the air waves.
More in part 2.
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