Will TV Ad Dollars Move To The Mobile Web?
Hot Mobile News
A ?1.1m scheme to introduce free mobile Internet access for the public sector, the business community and the general public in Norwich went live last week. Norfolk Open Link is the first community wireless network in the UK to provide citywide wi-fi access without charge.
The TyTN is a good all round 3G capable Windows Mobile Pocket PC. It should suit business users and those who need a lot of information at their fingertips.
Nokia Enterprise Solutions announced the launch of its flagship range of business optimised “Eseries” devices in India. The newly introduced Eseries devices include the Nokia E50, Nokia E60, Nokia E61 and Nokia E70 that will help businesses to mobilise their workforce while optimising productivity.
An Advertising Age article should have a lot of people worrying. Its title: McKinsey Study Predicts Continuing Decline in TV Selling Power. The article goes on to say:
A study is about to give Madison Avenue a fresh pummelling: McKinsey & Co. is telling a host of major marketers that by 2010, traditional TV advertising will be one-third as effective as it was in 1990. The McKinsey & Co.’s new media proliferation study data was prepared for, and delivered to, its Fortune 500 clients.
Presumably these advertising dollars that can no longer be used on TV will have to be applied elsewhere. The answer seems clear – the Web or the Internet as some call it. However those close to the Web know that there are really two Webs. There’s the Desktop Web and the Mobile Web. There’s no sign that the two will be seamlessly connected any time soon. So which will attract the advertising dollars.
The answer is to be found in that same article:
According to Forrester Research’s most recent North American Consumer Technology Adoption Study, people ages 18 to 26 spend more time online than watching TV and are adopting new technology faster than any other generation. Because of that, they tend to be more receptive to blog, podcast and mobile-web ads.
Although North America hasn’t jumped to the Mobile Web as fast as Europe or Japan or India or China, it’s only a matter of time.
Hopefully that McKinsey study does point out to its major clients that they will likely be spending those hot advertising dollars on the Mobile Web. There’ll be all sorts of new marketing skills to learn when that happens.
Tags: Mobile, TV, advertising
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BPWrap
June 10th, 2008 at 8:43 am
Many people are using their cellphones to browse internet here in Indonesia. i think mobile ads will be the next big thing……