Editorial Articles

Paul Childs, Chief Operations Officer at Adfonic gives his top 10 predictions for the New Year

For years bullish vendors, up-beat analysts and even the odd journalist have been predicting the illusive 'year of mobile'. A year when the mobile advertising industry finally lives up to all its hype and potential to become an essential element of any integrated digital marketing campaign. While this vision may still be a little way off, 2010 has certainly been an exciting year of development and one that has put mobile advertising firmly on the map and on the agendas of leading brands, publishers and agencies.

So, what does the year ahead hold for the industry?

Location, location, location
2011 will see a rapid increase in location-based advertising with new inventory and applications from local search to small businesses creating their own mobile web presence.

Tablet wars
With smartphones and tablets, such as the iPad and Samsung Galaxy, at the top of this year's Christmas wish lists, brands will start to specifically target these high-value mobile platforms as part of the marketing mix.

Android comes of age
By 2012, Android will be the leading mobile OS in the world bringing with it a vast new inventory for advertisers.

M-sites make a comeback
With the focus on apps, mobile sites took a back seat in 2010; but as brands realise that they can't build apps for every mobile platform, the focus will shift back to creating a mobile website presence and web-based apps.

M-commerce
Customers will increasingly use their mobiles for in-store browsing to check price comparison sites and make purchases on the spot using a growing range of mobile payment options.

Targeting people rather than platforms
Instead of targeting advertising simply by platform such as iPhone/ iPad or Android, brands will take a more personal approach using factors such as age, location, demographics, lifestyle etc.

Social media goes mobile
It has already started with the likes of Facebook Places, but there will be a rush for social media services that are designed for users on the move, creating exciting new advertising opportunities.

The right mind-set
Savvy advertisers will understand the best times of day and locations to reach their target audiences - when they are in the right state of mind and most receptive. The growth in evening browsing opens up new opportunities at a time of day when online and TV advertising is on the decline.

Convergence
With larger mobile screens, advertisers will re-use creative material designed for desktop laptop devices for mobile platforms.

More mobile video
The increase in mobile video and TV applications will drive more advertising opportunities to support these popular new services.

There are a lot of factors coming together that will make 2011 an exciting one for brands and agencies that recognise the opportunities presented by mobile. The new generation of powerful smartphones and tablets, along with ubiquitous 3/4G and Wi-fi, will help the industry achieve the growth that has been promised the last few years. This combined with more location based applications and services that appeal to users on the move, mean 2011 will truly see the industry come of age.

It is likely that the mobile advertising industry will never be able to name a single year as the most important in its history.  Instead, what is clear is that it is growing year on year and will to continue to be the fastest growing advertising medium in 2011. It is maturing as an industry and once true transparency is achieved, the ability to buy based on audience increases and the unique opportunities to target and engage with consumers are tapped into, mobile will be able to prove once and for all that it delivers and will be an unstoppable force.

Paul Childs
Adfonic