Rutberg Quarterly, Q1 2008
March 4, 2008
Mobile Advertising Outlook: Will Traffic Convert to Meaningful Revenues?
Mobile advertising had a great 2007. Specifically, carriers globally began to explore and experiment with the mobile advertising business model; brands and agencies finally demonstrated strong levels of interest; and mobile content and application firms—from media conglomerates to startups—began to discuss and build users, traffic, and content for mobile advertising-based business models. The continued state of hype in the sector even led to a flurry of initial M&A activity.
As we look forward in 2008, though, there is a strong debate about whether the sector is poised for continued momentum. The underlying consumer patterns appear promising, with users and page views for numerous properties in the tens of millions and hundreds of millions per month, respectively. However, there are near term uncertainties that may delay or stall the sector's growth, including the scale of audience reach and inventory availability, formats and usage scenarios for optimal impact, the role of carriers in the ecosystem, processes and appropriate information for targeting and measurement, and the potential for consumer privacy backlash, among others.
| Moderator | ||
| Rajeev Chand | Managing Director and Senior Research Analyst, Wireless | Rutberg & Company |
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| Speakers | ||
| John Hadl | Founder and CEO | Brand in Hand |
| Kevin Packingham | VP, Wireless Data and Product Design | Sprint Nextel |
| John Smelzer | SVP and GM, Mobile | Fox Interactive Media |
| Dilip Venkatachari | Director, Product Management, Mobile | |
| Richard Williams | Executive Director, Digital Media Operations | Verizon Wireless |
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