The paper 'Messaging Remains Driver of Mobile Ad Market by Cathal O’ Toole" is a good example of a marketing article. In the article, ‘ Messaging remains a driver of the mobile ad market’ O’ Toole (2010) discusses the market potential of mobile advertising messaging services. The author opines that mobile advertisements would help the mobile network operators to garner more revenues to compensate for their decreasing revenue sources from traditional services. Although analysts had predicted that mobile ads would slow down due to the global downturn, trends reveal that mobile ads instead saw an upsurge while the traditional ad industry faced the burnt. The increased usage of smartphones is also contributing to the surge in mobile advertisements, as the users are spending more time searching the Internet through their mobile devices.
Further, mobile ad companies are able to leverage the availability of detailed profile data of the users and provide targeted ads. Experts believe that in the future the success of the mobile ads would be measured by the purchase statistics of the users and not only by studying consumer behavior. As per data from PricewaterhouseCoopers and the Internet Advertising Bureau, the media and entertainment sector contributed around 61 per cent of the total mobile ad spend in the UK. However, in most high-growth markets, mobile ads are still being delivered through traditional channels such as MMS, SMS, ringback tones and USSD.
As the penetration of smartphones is low in these markets, marketers prefer to reach users through traditional messaging methods. The messaging tools enable the corporate to reach out to the consumers on any handset and thereby, help in garnering more visibility and instant reactions for the users.
Thus, the messaging services would remain the top choice for many companies to disseminate mobile advertisements. Important developments The article focuses on the developments in the mobile ad segment and how it is helping in the growth of not only the telecom industry but other industries as well by serving as a major marketing tool. The article points out two important developments in the mobile ad segment.
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O’Toole, C. (2010), Messaging remains driver of mobile ad market, telecomasia.net, October 2010, accessed on October 19, 2010 at http://www.telecomasia.net/content/messaging-remains-driver-mobile-ad-market?page=0%2C0.