I have been losing enthusiasm for mobile marketing as a viable independent channel. A lack of network co-operation combined with no set of standards or consistent industry representation has led to a fragmented market that is missing an enormous opportunity in Australia. At a time when more US users are accessing the Internet via their mobile phone than their PCs, Australian mobile marketers are playing around the edges of marketing campaigns. Mobile marketing professionals struggle to prove the impact or demonstrate how mobile marketing can change a consumer’s perception of brands in the long term.
All this is set to change if Eyeblaster can successfully convince multiple mobile networks and publishers to adopt its third party adserving technology, now ready for mobile advertising. The company, an independent global ad-serving leader, promises to enable the serving and measurement of mobile advertising in the same way the technology serves advertising on the internet. Mobile campaigns can be integrated and managed as part of the broader digital campaign.
The announcement is an important step and will attract larger budgets for mobile campaigns. Currently, an advertiser deals with separate networks or publishers, or an aggregator like 5th Finger or Communicator, to place advertising onto mobile properties. Each provider has different measurement and reporting techniques and delivers these at different times. Advertisers managing large campaigns, and requiring real time campaign management, are faced with a host of limitations for mobile campaigns. Eyeblaster’s new 'Channel Connect for Mobile' tool promises to solve these issues.
Mediacom in the US claimed a world first in December 2008, although disputed by others, by successfully using the technology to deliver T-Mobile advertising across the Nokia Media Network. While there were no reports on the success of the campaign, Eyeblaster’s ability to independently measure and provide real time information on the campaign’s progress is exciting. The Internet advertising industry exploded after the development of third party advertising tools in the mid-90s. This same technology shaped advertising standards and thus developed the structure of a successful advertising market.
The initial ‘Channel Connect for Mobile” tool can distribute and manage simple ‘banners’ and graphics. Response behaviour is tracked and reported in real time. Later versions of the software promise to serve richer advertising formats and possibly applications.
Eyeblaster is currently in discussions with multiple publishers and networks. The response has been positive as mobile publishers recognise the revenue and productivity benefits provided. No formal contracts have been signed in Australia, although several major publishers are close to an agreement. Most digital media agencies already use Eyeblaster for digital rich media campaign management, so the uptake for publishers who choose to accept mobile advertising through Eyeblaster adserving will be rapid and significant.
When you combine reliable third party advertising with smart phone technology and larger screens, such as the iPhone, perhaps it is too early to despair the future of mobile advertising. For an industry that seemed destined to exist for ringtones and 1900 numbers, the future may indeed be rosy.
