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19 September 2012

Monetizing The Mobile Web

How do you make money from the mobile web?

As the mobile Internet fast becomes the dominant way to access the web, previously successful advertising strategies clearly need to be evolved.

Google, Facebook and others don't appear to have the answer. So, who will find the key to mobile marketing?

Here are a few extracts:

As mobile device usage evolves, mobile advertising needs to evolve too.

We've already seen a shift from text and banner ads to more sophisticated efforts. And there's a growing need for alternatives to the pay-per-click scenario. With a click-to-call model the advertiser only pays when the user responds with a phone call. Another new tactic is posting an entry into the user's smartphone diary, say for a new film or music concert.

One of the most interesting gamification models comes from startup company Kiip (kiip.me). Although Kiip has only around 30 employees, they've already secured big-name clients such as Pepsi, Disney and Best Buy. What's different about Kiip?

...

Instead of avoiding popups and trailers, now users actively seek them out simply by playing the game. It's led to dramatic growth. Kiip is already inside 300 apps on over 30 million iOS and Android devices, and has rewarded over 50 million players.

As well as being declared the first 'social media games', the London Olympics also emphasised the popularity of the mobile web.

In the UK mobile access accounted for 46 percent of all Olympic online traffic. While across Europe around a third of all Olympics related searches originated from mobile devices.

Video figures are just as impressive. The BBC revealed 41 percent of video streams were watched by mobile device owners, and US broadcaster NBC delivered 45 percent of its online Olympic videos to smartphones and tablets.

Read more analysis posts.

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