LATAM Telecom

As a follow up to our previous post addressing Ovum's participation in Barcelona highlighting the rise of mobile on line advertising , I'd like to share with you my thoughts on the Webinar run today by Forrester Resarch. I joined today a Webinar run by Ted Schadler and Jackie Rousseau of Forrester Research. The Webinar, titled A Marketer’s Dream? Connecting with U.S. Gen Y through Interactive Media, provided an interesting view on the way "U.S. adults and Gen Yers (18 – 27 year olds) use and feel about media and advertising in games, mobile devices, Internet video, and rich media." Schadler and Rousseau addressed not only the behavior patterns of Gen Yers as compared to the adult population in general, but also paid special attention to the habits of these segments for the mobile world. An interesting webinar with many takeaways, for now I'd like to emphasize some of Ted Schadler's observations on the challenges facing mobile advertising: Gen Y is the first In...

John Delaney and Vincent Poulbere from Ovum bring to our attention how mobile advertising can help operators face their two biggest challenges: declining ARPUs and expanding their reach into media. An interesting initiative by GSMA announced at Barcelona was the creation of a Working Group to define common metrics and measurement processes for mobile advertising. Vodafone, Telefonica, T-Mobile, Orange and 3 are the five members of this group. Ovum mentions other activities at Barcelona that clearly show enthusiasm for bringing advertising into the mobile world such as round table discussions and initiatives by different vendors including Comverse Mobile Advertising Solution, Nokia's Media Network, Openwave's Contextual Advertising and Amdocs' mobile advertising solution. While we applaud their efforts, we should note that operators have still a lot of work ahead to catch up and bring the web to the mobile world. Internet advertising has come a long way but it remains unchar...