Operators still waiting for ad revenue

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24 November 2009

Why aren’t mobile operators earning more revenue from advertising?

Jay Seaton of Airwide: Trying to force-fit ads to
thousands of different handsets is an issue

Mike Short of Telefónica: Mobile advertising is
going to have to have a debate about reach and
responsibility

John Rands of WIN: Sometimes an agency puts
together a campaign and will do mobile as well

Neil Wentworth of mCentric: Brands are in the
dark. They have no idea how to access people by mobile

Why has mobile advertising not had the stunning success that many have been forecasting for so long? For years the mobile industry has looked for ways to earn revenue by targeting its users with advertising — and there has even been a whole operator, Blyk, which wanted to cut call costs to zero if its customers simply checked a few ads every day.

But little has been achieved, even with smartphones that could, in theory, deliver high-quality content to phone...

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