We are all aware that the mobile industry is experiencing a true expansion across the world, and from a Marketing point of view, this opens a door on a world of possibilities. With over 20 million cellphone owners in Canada alone, there are clearly huge numbers of people ready to be reached by location-based mobile advertising.
Or are there?
When it comes to the potential for mobile display advertising and search there are only 5.2M people in Canada who actively use their smartphone for browsing and apps (comScore Mobilens, June 2011). This gives some indication of why mobile advertising is not growing as fast as the mobile industry in general, despite the enormous potential of mobile marketing to connect with consumers on the go, with timely, relevant messaging when the consumer is most likely to act.
With this in mind, we set out to discover as much as possible on mobile advertising – we wanted to gather intelligence on the medium, its strengths, weaknesses, opportunities and obstacles, and test the mobile platform as a communication vector for advertising.
Learn what we discovered about mobile advertising, including:
- - Which type of networks performed best
- - Which platforms had the highest success rate
- - Which ad formats work best on a mobile device
- - The importance of time in mobile advertising
- - Industry benchmarks for click through rates
The whitepaper is also available in French