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Tuesday, April 1st, 2008 by Jordan McCollum

4

Ad Age Agrees: 2008 Not the Year of Mobile

Last week, we talked about predictions for the future of mobile Internet and concluded that this isn’t the year mobile will take off. We’re not the only ones. Yesterday, Alice Z. Cuneo of Advertising Age agreed, and offered five reasons why 2008 isn’t mobile’s year. Her reasons:

  1. Lack of reach
  2. Poor measurement
  3. Complexity
  4. Isolation/lack of integration of mobile
  5. No “hallelujah moment” (a mobile campaign so wildly successful that everyone will want to emulate its success in the medium)

Cuneo doesn’t just offer disappointment, however. She offers hope as well, by outlining what we’ll need to overcome these hurdles. Her vision for the future (possibly as soon as 2009, though I have to say that sounds like hype ;) ) includes:

  1. More universally accessible mobile Internet (both through more affordable plans and more advanced mobile phones).
  2. Developments in exposure and conversion tracking technology.
  3. Increased uniformity; the demise of mobile carriers’ “walled gardens”; competition from open platforms and carriers.
  4. Better ad campaign integration across several media.
  5. Time (and, of course, that “hallelujah” moment).

Some contend that a single, watershed year is unlikely in mobile marketing—the year of mobile is a misnomer. But what do you think it will take for mobile to have “arrived”?

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4 comments on “Ad Age Agrees: 2008 Not the Year of Mobile”

  1. Brick Marketing Says:

    April 2nd, 2008 at 9:47 am

    We think there’s a lot of room for it but not sure there will ever been a boom the way that marketers may want. Cell phones are the one medium that we don’t get spammed on (well most of us) and many would like to keep it that way!

  2. Prosperity Writer Says:

    April 2nd, 2008 at 11:08 am

    the mobile internet technology is relatively young. we know that as this technology ages, it will get more affordable. when it reaches its critical mass, maybe that’s the time we will see the growth that marketers expect.

  3. Piper Says:

    April 3rd, 2008 at 7:26 am

    Unless you spend all your time around people with iPhones and Blackberries, this should seem like a pretty common sense assessment. I’m very technology-oriented and I have a decent phone, but I still can’t envision myself doing a whole lot of nonessential stuff on my phone. I couldn’t imagine many average users shopping and web browsing on the simple flip phones that I see most people carrying.

  4. VideoPlaza not-todo-list: mobile video advertising, IPTV advertising and advanced targeting | Sorosh Tavakoli | VideoPlaza Says:

    April 19th, 2008 at 1:27 pm

    [...] we’re still not seeing advertising work in a satisfying way, the same rule applies to mobile. AdAge and MarketingPilgrim tells us [...]