Indian carrier Aircel teamed with youth media firm Blyk to launch a content and advertising service in November 2010. It represented the first deployment for Blyk outside of Europe, the firm having switched its model from ad-funded virtual operator to carrier partner after its MVNO play failed to gain the necessary traction. Blyk co-founder Antti Öhrling and Aircel COO Gurdeep Singh spoke to Mike Hibberd about the drivers behind this latest partnership, and the firms’ plans for the future
Android will become the top global mobile advertising platform by the end of 2011, according to predictions released by mobile ad display network InMobi this week.
Operators are renewing their enthusiasm for location as OTT players build their own means of accessing positional information on consumers. Marketing and advertising will be key, and success will be derived from expertise in context, content and customer relationship.
According to figures released by the Mobile Marketing Association (MMA) 45 per cent of consumers in the UK, France and Germany noticed mobile advertising, and of these and of these, 29 per cent responded to it. Over a third (39 per cent) then went on to make a purchase.
In terms of generating substantial revenues for value-chain participants, 2010 still won’t be the year of mobile advertising. However, we are now seeing increasing examples of successful mobile advertising campaigns and market activity including in-house innovation, partnerships, mergers and acquisitions. Media and FMCG brands are also experiencing growing consumer engagement on mobile and together these developments are starting to provide the much needed momentum the mobile advertising industry needs. This will no doubt lead to accelerated growth of mobile advertising in 2011 and beyond.
It has emerged that US watchdog the Federal Trade Commission (FTC) is launching an official probe into Apple’s practices regarding mobile advertising on the iPhone, to establish whether the Californian firm is unfairly exploiting its power.
US watchdog the Federal Trade Commission has closed its investigation of Google’s proposed acquisition of mobile advertising network AdMob, concluding that the deal is unlikely to harm competition in the nascent mobile advertising market.
Blyk, the one time ad-funded MVNO which repositioned itself as an advertising services provider, has brought its consumer offering back from the dead and is taking a crack at the Netherlands market with Vodafone as a partner.
Although the share of feature phone traffic in AdMob’s network declined from 58 percent to 35 percent year-over-year, absolute traffic from feature phones still grew 31 percent. Mobile Internet devices experienced the strongest growth of the three categories, increasing to account for 17 percent of traffic in AdMob’s network in February 2010.
Mapping and navigation firm Telmap added further to its armoury this week through a partnership with mobile advertising sales agency 4th Screen Advertising, paving the way for Telmap to offer location-based ads.
Apple will prevent third party developers from using its iPhone platform to enable location based advertising, in a move which is perhaps designed to protect its own future plans in the mobile ad space.
UK operator Orange revealed what it’s been up to with failed-MVNO-turned-managed-services-provider Blyk on Tuesday, marking the launch of Blyk’s first offering in its new guise.
The Informer attended a glittering occasion at London’s Science Museum last night, held to celebrate 25 years of the UK cellular industry. He had a wonderful time, wandering around the museum looking at all the old relics, some of whom had some fascinating stories to tell.
It certainly looks like a good time to be in the mobile advertising business – companies are being snapped up like hot cakes. On Wednesday, mobile browser king Opera acquired AdMarvel for a reported $8m in cash and the promise of a further $15m if targets are met.
US companies Apple and Google have edged closer toward a head-to-head clash in the mobile industry with their respective announcements of mobile-ad-network purchases and Google’s handset launch this week. Mobile advertising has been put firmly back on the agenda, and the stage has been set for a fierce battle between the two California-based giants for dominance in the smartphone and mobile Web markets.