Versaly Entertainment

Mobile Advertising.  Some feel those 2 words say it all.  I feel that is one of the most generic terms in the industry today.

In mobile advertising, there are WAP banner ads, text messaging campaigns (voting, polling, etc), in-game ads, pre-roll video ads, post-roll video ads, digital overlays, couponing and many more.

There are separate advertising agencies and media buyers for broadcast, broadband, out-of-home, games and others.  Mobile advertising is as diverse and complex as traditional advertising mediums, so then why is all of mobile advertising lumped into a single group, typically within the broadband/interactive group.  Mobile advertising should be split into focus areas.

WAP banner ads should be managed by web banner media buyers, but in-stream video ads should be given to the broadcast media buyers.  And of course, mobile games should be given to the console and online game media buyers.

Mobile advertising is certainly unique, and can be categorized as both in-home and out-of-home, both interactive and for branding only.

Park Avenue…the mainstream advertising industry…is not keeping up with the advances in society.  The 13-24 year old demographic is physically glued to their mobile phone, however, mobile advertising is currently narrowly defined as WAP banner ads and nothing more.  The percent of advertising dollars going to mobile is miniscule compared to the more established, but less effective traditional media outlets.

The opportunity for mobile in-stream video advertising is huge.  As with traditional media, combining multiple mobile ad mediums is extremely effective for an overall campaign.  I look forward to the day when the brands and the branding agencies finally discover…and embrace…mobile in-stream advertising.

PS:  I purposely did not mention the consumer…who would benefit greatly with the elimination of monthly fees.