Mobile Advertising: MoPhap Claims 'Cookie' Solution Serving and Tracking Ads

amp160There39s a struggle brewing between mobile network carriers in the US and just about everyone who wants to put content or ads on cellphones smartphones and other mobile devices Walzcak spoke about going around the mobile carriers if they wonamp8217t allow publishers to build a simpler means for serving and tracking ads and collecting revenueExecutives and analysts from ad agencies and mobile advertising startups to major publishers and TV networks are grumbling about the lock carriers have kept on networks devices and cash The model quotis broken in this country The incentives are not in the right placequot George Kliavkoff Chief Digital Officer of NBC Universal said to media industry executives at a recent Jack Myers Digital Video Breakfast quotThe carriers share nine percent of the revenue with content owners keeping 70 percent for themselvesquot Echoing the sentiments Playboy President Media and EVP Bob Meyers told Jack Myers Media Business Report in an exclusive interview that the magazine unable to reach agreement with mobile carriers was quotgoing aroundquot them with its free mobile siteMobile should by now be a new frontier for distribution and revenue Ogilvy Interactive estimates that 200 million US phones are enabled for text and image messages 185 million for Web browsers and that some 12 million can handle video Jack Myers Media Business Reportamp8217s annual ad spending forecast in 2007 predicts mobile ad spending will balloon from 360 million in 2006 to more than 24 billion by 2009 That promise is an important reason Google will join Verizon ATampampT and others in an auction in January for at least 46 billion in wireless spectrum that becomes available after broadcast TV converts to digital in 2009 The FCC is requiring the spectrum be opened to any kind of mobile device Google shook the industry last month when it announced a consortium of more than 30 companies in an quotOpen Handset Alliancequot to develop a platform called Android which Google Director of Mobile Platforms Andy Rubin called quotthe first truly open and comprehensive platform for mobile devicesquot Weeks after the announcement Verizon said it would allow any device that meets its technical standards on its network and ATampampT noted it already allows any compatible deviceFor consumers advertisers and content providers the new openness is good news It could help push data plan prices down and even shake up restrictive contracts spurring consumers to finally use their whizbang wireless handhelds quotThereamp8217s a huge disparityquot between the number of dataenabled phones and the number of people using them fully Ogilvy Interactiveamp8217s Senior Strategist of Digital Innovation Ben Ezrick said at another recent media gathering Evan Neufeld VP and Senior Analyst at mobile advertising and audience measurement company MMetric told Jack Myers Media Business Report in an exclusive interview that only about half of mobile users in the United States use text messaging and about 1215 percent use their browsers quotWeamp8217re in a very kind of protean phasequot he said quotwhere weamp8217re trying to understand consumers on their phone for voice and other applicationsquot JackMyers Media Business Report will be issuing in early January its Household of the Future Report a major study conducted among 8000 Americans on their usage of mobile and other media technologiesContent providers and advertisers meanwhile increasingly call for consistent ways of tracking and measuring on mobile an issue MoPhap is addressing Microsoft this week said itamp8217s putting display ads on its MSN Mobile platform but that doesnamp8217t solve issues for an advertiser who wants to buy a comprehensive plan across mobile Web sites carriers devices in text messages quotclick to dialquot campaigns video and other mobile media formats There is nothing analogous to the quotpersistent cookiequot that has allowed everyone from ad giants DoubleClick and Avenue A to behavioral targeters like Microsoftamp8217s aQuantive and AOLamp8217s Tacoda JackMyers Media Business Report August 6 to track serve measure and audit ads across the WebIn Europe and Asia thereamp8217s already proof mobile media can work Publishers and broadcasters like Japanamp8217s Asahi newspaper and Norwayamp8217s NRK report mobile revenues in the tens of millions of dollars much of it from ads eMarketer predicts 16 billion in global mobile advertising by 2011 Thatamp8217s too enticing an example for US content providers to allow carriers to continue to squeeze them out And if the carriers canamp8217t strike mutually beneficial deals with content providers theyamp8217ll find themselves subject to endruns from small startups and established behemoths in an ever more open mobile fieldBob Walczak can be reached at contactmophapcomEvan Neufeld can be reached via eneufeldmmetricscomDorian Benkoil is a regular contributor to Jack Myers Media Business ReportThis special report is underwritten by Teletrax quotthe leader in digital watermarking for video media tracking measurement and intelligencequot For more information contact Peter Winkler at pwinklerteletraxtv The editorial content has been prepared by Myers Publishing with no involvement or approval of sponsors

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Mobile Advertising: MoPhap Claims 'Cookie' Solution Serving and Tracking Ads

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