News & Events

The GSMA release of its results with Comscore on audience segmentation with UK operators is certainly a step in the right direction. The fact that they focused not only on demographic and geographic segments, but also included behavioral data shows the focus on relevancy in advertising will be hyper intensified on the personal of all media channels the mobile phone. The fact that the operators collaborated together and saw the value of mobile advertising is another milestone in the mobile ad evolution. They all obviously know relevancy will be key in making this a viable advertising platform. My hope is that many of our competitors take notice so they don’t destroy mobile advertising as many companies almost did with email (another very personal medium)

In Barcelona however it was clear that many mobile ad companies decided not to drop the $100k+ minimum to do the typical booth at GSMA including your’s truly at JumpTap. Is this bad for mobile advertising? I would argue absolutely not. The increased focus on key business metrics and profitability is helping the mobile advertising and marketing industry avoid the dreaded “Internet Bubble”. Many ad networks or mobile marketing had the typical Silicon Valley attitude – “if we build it Madison Avenue will buy it” and are being forced to prove their worth early in their lifecycle.