December 10, 2009 - Christopher Cheng
Christopher Cheng is vice president of product management at Crisp Wireless
Next year is gearing up to be the year of the super-smartphone or app phone –we will let The Wall Street Journal's Walt Mossberg and The New York Times' David Pogue duke out the nomenclature.
Unlike feature phones or regular smartphones such as the standard BlackBerry or Sidekick, super-smartphones including the iPhone, Motorola Droid, Palm Pre and BlackBerry Storm offer far more advanced capabilities than phone, email and messaging.
These phones greatly inherit from the desktop world and are enhanced by high-speed Internet backbones, unlimited-carrier Internet plans, fast and efficient hardware components, JavaScript, multi-touch enablement, high-resolution screens and – coming soon – Flash support, with the exception of the iPhone.
Though super-smartphone Internet browsers come equipped with technology that has great potential to kick-start the mobile advertising market, the market today for super-smartphones is small.
However, with the introduction of new devices, greater bandwidth, more content and lower priced all-you-can-eat data plans, this is poised to change.
Nielsen estimates that 150 million U.S. consumers will carry smartphones by 2011, with 120 million using the Mobile Internet and 90 million consuming mobile video.
With the rise of super-smartphones in 2010, publishers and brands must realize that mobile advertising will quickly shift from being an experimental cost center to a must-have part of their marketing mix. What should publishers and advertisers do to prepare? Plan now.
Advice for publishers
• Ensure you have a site optimized for super-smartphones. Content begets audience, audience begets advertising. A poor browsing experience begets annoyed users.
• Start educating your salespeople about the opportunity of selling super-smartphone inventory.
• Use mobile ad networks to address unsold inventory and feature phones in a way that does not compromise direct sales efforts.
• To get the most bang for your buck, take advantage of the upcoming Flash capabilities of super-smartphones. Remember that rich media advertising inventory for smartphones will command the highest premiums, just as it does with desktop rich media advertising for desktop.
• Partner with rich media vendors who truly specialize in mobile technology and reporting, so you can focus on sales. Rich media vendors on mobile should be able to offer you mobile-specific ad units and provide measurable reporting that goes beyond the click.
Advice for advertisers
• For brand advertisers: Don't worry about feature phones – simply focus on the super-smartphones – and not just the iPhone – which offer rich engagement opportunities. Use rich media ad formats such as location-aware ads, Flash advertising, JavaScript expandables and ads incorporating social components.
• For direct response/performance advertisers: Use ad networks to place targeted ads and get low cost buys on unsold display inventory.
In 2010, publishers and advertisers must realize that mobile will quickly move from being experimental to an immediate and significant budget item. It is stacked up to be a banner year – or should I say, "a beyond the banner year" – for mobile advertising.
The advent of super-smartphones brings into play a whole new realm of advertising formats including location-based, expandable, dynamic and other beyond-the-banner interactivity.
That means more average Joes will be carrying around super-smartphones, surfing the desktop and mobile optimized Web, familiarizing themselves with brands, considering options and even making purchases directly on their phones.
Next year will be the year that mobile advertising moves past simple banner ads and delivers a compelling, engaging and effective mobile brand experience.
http://www.mobilemarketer.com/cms/opinion/columns/4830.html
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