The USD2 billion mobile advertising industry, which is currently just a fraction of the size of the online advertising market - USD55 billion, will witness dramatic changes, largely due to the emergence of Asia as a key market. According to Research and Markets, while the online advertising industry is growing at a compound annual growth rate of 11.4% between 2007-12, and will continue to be popular in the developed world, mobile advertising will gain maximum traction in the emerging markets of Asia, especially India and China.
The key driver of this growth will be the high rates of mobile penetration in the region. In most of the developing countries, PCs and landlines are still highly priced and far from the masses’ reach. However this is not the case with mobile phones. The market of 4-billion-plus mobile phone users easily eclipses the approximately 1 billion computers worldwide. That’s a quadrupling of reach for mobile advertising. Ergo, it is apparent that mobiles have a mass reach and mobile advertising is indeed a very lucrative industry. Being a key player in the mobile advertising arena, MobGold has adopted three key strategies to effectively make the most of the booming mobile advertising trend, namely location-based advertising, app-integrated advertising, and semantic advertising.
MobGold’s first strategy was its launch of location-based advertising for its clients. According to the Mobile Marketing Association (MMA) one in four mobile phone users use the GPS built into their phone for map, navigation and location-based services. Of the people who engaged in GPS-based services and saw an ad, over half of them took action on it, and this percentage will only grow larger as smartphones further penetrate the market. This translates to hyper-local mobile advertising, as advertisers on MobGold are able to engage with users geographically through the GPS unit placed in most smartphones and tablets.
The second strategy adopted by MobGold is the app-integrated advertising. Application based advertising works by embedding advertisements into popular apps and this monetization will see the profitability of app development soar, and it will also deliver a very unique form of advertising. Embedding mobile ads into iPhone, iPad, Android, Blackberry and other mobile platform-based apps is not only the future - it has already begun. Earlier this year, MobGold added Fonwar IM and Mobeep to its list of premium publishers, thus increasing MobGold’s advertising reach via app-integrated advertising.
Semantic advertising is the third strategy appropriated by MobGold. Semantic advertising provides a targeting solution, which assures the right ad placement and to assure secure placements regarding brand integrity. Semantic analysis of content provides MobGold with the opportunity to more finely tune ads through a robust understanding of the environment in which the ad is placed. This in turn would ideally generate higher click-through rates as consumers respond to increasingly more relevant ads.
MobGold is the network developer that moderates MobGold Network, a mobile advertising network and mobile transaction solutions provider for advertisers, brand owners, publishers, network operators, web portals and mobile phone retailers who wish to monetize their users’ traffic around the world. Equipped with the expertise and know-how regarding high-traffic high-speed transaction platform architecture, web development and mobile content provisioning, MobGold is uniquely positioned to offer complete end-to-end solutions for both advertisers and publishers, from advertisement format conversions, campaign management services and provision of statistical data, to final delivery and even billing. MobGold believes that the mobile platform is the future of digital marketing and also the new media that will outshine conventional web media. For further information, please visit www.mobgold.com
Malaysia Representative, MobGold Ltd.
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