Last week’s Consumer Electronics Show in Las Vegas was just enough to whet the appetite of those eager to see how the hottest new technologies in mobile will make mobile advertising more effective and profitable in the years to come.
Fortunately, this conversation will continue in earnest at the next big convention in mobile – Mobile World Congress – which kicks off in Barcelona, Spain six weeks from now.
This year, the discussion of mobile advertising will focus heavily on Android. With more than 1.3 million Android devices activated daily across the globe, mobile ads have never before had the potential to reach the mobile masses like they can today.
Advertisers today are now dramatically adapting their campaigns to connect with mobile consumers, says Vikas Gulati, a mobile advertising executive based in Asia. But in return for that investment, a higher premium is being placed on mobile analytics.
“Much of the work in mobile advertising has been focused on rich media formats and app creation,” Gulati says. “However, as mobile advertising now begins to go mainstream, the focus will also shift towards performance. Mobile, like all digital media, is highly measurable, and advertisers will be looking for response/outcome focused campaigns such as leads, acquisition, or any other definitive actions that enhance the ROI of the marketing budgets.”
Sophisticated mobile ad formats and strategies will need to grow more pervasive, Gulati suggests, in order for most advertisers to get excited about their ROI. And that’s exactly why expectations for mobile advertising are so high ahead of MWC 2013. The pressure is on major players in mobile advertising to step up their games and elevate the industry at large.
One of the most talked about names ahead of MWC is Airpush, the Android mobile ad network that impressed the industry in 2012 following the release of its SDK 5.0. Airpush is once again expected to unveil major new innovations that may raise the bar even further for mobile advertising.
Airpush, which recently announced on its blog that it has reached a major milestone in passing 50,000 live apps on its platform, is often singled out as a primary example of Android’s growing effectiveness in mobile advertising. Considering that Airpush is exclusively Android-focused, it’s expansion and achievements – like being named “Best Mobile Ad Network” at the 2012 Mobile Excellence Awards – underscore the swelling attention being paid by developers and advertisers to the Android ecosystem.
“2013 is going to be a critical year for mobile advertising networks,” says tech analyst and regular Examiner contributor Mike Randazzo. “But the pressure to deliver will be immense. We’re largely past the point where advertisers want to wait for proof that mobile is a worthwhile channel for their investment. Now they want clear and incontrovertible evidence that it can work for them.”
Examiner will bring you all the news and gossip out of Barcelona next month when Mobile World Congress gets underway February 25th.