Thursday, 02, Sep 2010 11:54
Following the rise of smartphones, many businesses are now taking another look at mobile advertising.
Amy Muething, of Spark Communications, writing for ClickZ, highlights that the lack of ability to measure advertising success in the mobile market as one of the reasons companies are not spending as much on it.
However, she notes that with increasing amounts of consumers using such devices, companies need to start advertising in that market.
Ms Muething points to USA Today's announcement that they plan to focus more on mobile content.
"This move reflects a belief that the publication should focus on content where the consumer is and where they are consuming it. Mobile content is outstanding for utility," she comments.
She suggests that businesses must follow their customers and start using mobile advertising, rather than waiting for the space to iron out its flaws.
Recently, a report published by eDigital Research and commissioned by the Association for Interactive Media and Entertainment, the Internet Advertising Bureau and IMRG, showed that 41 per cent of retail businesses hope to have a transactional mobile application within the next year.
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