The Mobile Landscape
Posted by Eric Welsh | Filed under Advertising, Hospitality News, Interactive, Media, Technology, Tips and Trends Series
Are YOU staying ahead of the curve?
As an advertising agency, Dana Communications continually strives to be “ahead of the curve.” You might ask, what does this mean? In dictionary terms, “ahead of the curve” is synonymous with “at the forefront of recent developments, trends, etc.” And this is exactly what we aim to achieve. Dana works to deliver the “big idea” technologies that will increase market share for our clients before the competition does.
With that said, it is no secret that the birth of the smartphone has made mobile Internet search a major hot button. The iPhone has had a great impact in this arena—first with EDGE, then with 3G, and now with 3GS connectivity technology. Just think…the iPhone launched in America on June 29, 2007. Since then, it has been upgraded three times and resulted in a great deal of copycat competition.
Juniper Research has predicted that smartphones will account for almost one quarter of all new mobile phones by 2013. ComScore released figures stating that 63.2 million people used a mobile device to get their news in January 2009 alone. It has also been said that 80% of Twitter usage is via mobile devices. These are pretty convincing numbers to indicate that the smartphone market, which was initially considered unable to sustain itself, is now here to stay.
Which leads us back to “the curve.” What do these statistics mean for your advertising efforts?
Well, in the first few years of search advertising (2000-2004), revenue was pretty flat. The space was not crowded, and we could practice different tactics to maximize ROI. But, while the mobile landscape is already evolving, it is still considered to be in its early stages–and mobile search revenue is predicted to increase SIGNIFICANTLY.
Why? Users have a constant, one-on-one relationship with mobile devices (i.e., at the driving range, picking up groceries, traveling to Jamaica, etc.). The user relationship with PCs is vastly different—usage is many-to-one and only feasible when a user has access to it.
Consequently, the mobile phone will become the everyday machine to replace leisure computers. And according to the Interactive Advertising Bureau’s website, eMarketer has predicted that U.S. mobile search spend will rise from 18% ($57.6 million) of the total in 2008 to 37% ($577.2 million) in 2013.
So…don’t you want to be seen? That’s where we come in—because Dana has the know-how to get you there. For information on how you can stay ahead of the curve, email ewelsh@danacommunications.com.
