It’s The [Mobile] Advertising, Stupid! And Look for Google And Microsoft To Lead the Pack
Digital media will see a rash of mergers and acquisitions in 2008 driven by a quest for targeted online search advertising revenue and a faltering wider economy. And look for Google and Microsoft to lead the buying spree although other technology vendors and network operators will also be searching for bargains.That’s the view of Aleksandra Bosnjak, lead analyst at StrategyEye Digital Media. He predicts that pressure will mount on mobile network operators as big brands from the computing world push deeper into mobile in search of new ways to generate more revenue.
And speaking of search, new search advertising platforms will pave the way for operators in the digital space to translate user behavior into revenue. MSG has been preaching the pivotal importance of relevancy (and the business imperative to control the customer analytics) from the start with precisely this scenario in mind. Good to see a confirmation from StrategyEye that platforms which analyze user search patterns to produce tailored advertising directed at that individual will begin to pay off.
As Aleksandra puts it: “It’s all going to be about advertising revenue in 2008 and the year will really be defined by the battle between Microsoft and Google for dominance in the digital space.”
