DATA POINTS: Who’s Got The Biggest Reach?; AdMob Hits Another Milestone; Marketers Not Sold On Twitter; Big Growth For Data Traffic; Euro Ad Market value Leaps; 3G Growth In Turkey » mobilegroove

NIELSEN SAYS MILLENNIAL MEDIA HAS THE BIGGEST MOBILE AD NETWORK IN THE US, MAYBE: the research firm released a list of the five mobile ad networks with the biggest reach in the US, but with the caveat that it’s not standing behind the list with much confidence. Nielsen says it’s difficult to measure reach with any real accuracy because publishers may use multiple networks on their sites, and if a publisher appears on a site at all, they’d get credit for all its visitors. Furthermore, the data came from the networks themselves, rather than an independent source.

That said, the ranking of ad networks according to potential monthly visitors is:

1. Millennial Media: 45.6 million
2. Third Screen Media: 28.6 million
3. AdMob: 25.7 million
4. MSN Ad Network: 25.4 million
5. Jumptap: 23.4 million
6. Quattro Wireless: 23 million
Source

The bottom line: Nielsen’s warning makes it hard to put a lot of faith in these numbers, but as the company itself pointed out, overall, they illustrate the reach mobile ad networks can now offer, alongside all of their other benefits like effective targeting. So, in some way, having the biggest reach isn’t as important as having the right reach – that is, targeting the correct audience – for each advertiser.
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ADMOB TO SERVE UP ITS 100 BILLIONTH AD sometime over the weekend, the company said in an email. It’s certainly a big number, reached in three years or so, and the company says it’s now serving more than 8 billion impressions per month across its network. Source

The bottom line: Admob continues to grow its number of impressions, but as the above point indicates, it’s not all about quantity. Establishing significant inventory is important, but going forward, that won’t be an issue, as the previous point shows. Effective targeting and other enhancements will be key to unlock the real potential of mobile advertising.
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MARKETERS ARE STILL SKEPTICAL ABOUT TWITTER, with just 8 percent saying they think it’s a “very effective” promotional tool, while 50 percent say it’s “somewhat effective”. Consumers feel the same way, with half of them saying it’s “not that effective” or “not at all effective” for promotions. Source

The bottom line: These numbers are striking, given all the hype surrounding Twitter at the moment. But instead of undermining social media’s value to marketers, perhaps they reflect an understanding that social networks really don’t work as outlets for traditional advertising and promotional efforts, and that successful social media marketing requires a different approach. It seems clear that consumers don’t want their social networks polluted with impersonal advertising blasted at them from marketers, so a different, more conversational and personal – and less overtly promotional – approach is needed.
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MONTHLY DATA TRAFFIC WILL EXCEED 2008′S YEARLY TOTAL WITHIN 5 YEARS, according to a new report from ABI Research. The company says that in 2008, 1.3 exabytes of data went across mobile networks, but in 2014, 1.6 exabytes will be sent each month. The vast majority of this – 74 percent – will be from web and internet access, with more than half of all traffic coming from computers with embedded cellular modems.

ABI says that a quarter of the 2014 traffic will be from audio and video streaming, with less than 1 percent from VoIP and P2P file-sharing. Those last two segments seem a bit low, particularly if consumers shift in large numbers from fixed to mobile internet for their primary broadband connection. It’s unrealistic to think that consumers will give up their P2P and VoIP apps when they go mobile on a PC, regardless of the blocking operators may try to do. Source

The bottom line: Mobile data traffic will obviously continue to boom – but much of the growth will come from PC and laptop use. While mobile operators will welcome the revenue bump, the question remains if their networks can handle all the activity without sacrificing performance.
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WESTERN EUROPE’S MOBILE AD MARKET TO BE WORTH €950 MILLION BY 2013, according to new research from FirstPartner. The company says that the market will see a compound annual growth rate of 50 percent over the next five years, with the U.K. leading the way. It also adds that mobile search will be the most dominant revenue stream, and that if the mobile ad market is going to really take off, the ecosystem of operators, ad agencies and sales houses will have to work closely to sell the market on mobile advertising’s benefits. Source

The bottom line: Predicating a market growth report on operators playing ball with anyone could be a risky proposition – but that’s not to say the company’s incorrect in saying the ecosystem has to align itself and work together to move in the right direction.
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TURKEY TO HAVE 30 MILLION 3G USERS BY 2013, according to Wireless Intelligence. The country’s mobile operators flipped on their 3G networks last week, and the research firm expects them to see solid growth. While Turkey may be late to the 3G game, there’s high demand for high-speed mobile data, while the infrastructure and device market has also matured, allowing for heavy growth. Source

The bottom line: Not a lot to say about this one, really, apart from the idea that high-speed data and access to mobile content and data services is a global phenomenon at this point. That said, content providers and marketers still need to work to build their local intelligence, because while the generic global demand might be there, what works and what doesn’t will vary from area to area.

Tags: ABI Research, AdMob, eMarketer, FirstPartner, JumpTap, Millennial Media, Mobile Marketing, Mobile Marketing, Mobile Social Networks, MSN Ad Network, Nielsen, Quattro Wireless, Third Screen Media, Turkey, Twitter

This entry was posted on Friday, August 7th, 2009 at 4:29 pm and is filed under Mobile Marketing, Mobile Research. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.