Mobile Advertising: More bang for your buck

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September 2007

In this month's podcast, i-level's Oliver Newton talks to two representatives from the mobile advertising industry, Mark Slade, Managing Director of 4th Screen Advertising and Chris Bourke, Managing Director of Aerodeon.</p>

Putting aside the hype surrounding projected mobile advertising revenue, Bourke argues that the biggest brands on mobile are still being incubated and that strong growth is imminent. He believes that somewhere in some 6 by 8 bedroom there are a bunch of guys who are coding away and cranking up creative ideas which are going to produce life-changing innovations and engaging content which will truly leverage the mobile mode.

Creative innovations coupled with better operator infrastructure similar to the broadband explosion which fuelled the online advertising boom, will drive a transformation in the mobile market. There is a lot to catch up on, though, as we are still a good 10 years behind Japan and other East Asian economies, in areas ranging from user-generated multimedia content to basic usage rates and popularity. New handsets like the iPhone, while beautiful and "must-have" items for some, will have limited impact.

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