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Rutberg Quarterly, Q1 2008 Content & Speakers 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. In this session, we will discuss the near term opportunities to build substantive businesses through mobile media advertising. What budgets are allocated to mobile by major brands this year? Which content types are interesting to brands and agencies, and which are not? Where are CPMs currently, and where do they need to be? What are near term remedies to industry structural issues and challenges? And, most important, when can meaningful, sustainable revenue levels be achieved through mobile ad dollars? Speakers for this Rutberg Quarterly will include the ecosystem of mobile carriers, consumer brands, advertising agencies, and content publishers. As with previous Quarterlies, the session will emphasize interactivity and dialogue among not only the speakers but also the audience.
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