Eric Schmidt, CEO of Google said last year “We can make more money in mobile than desktop eventually. The reason is because the mobile computer is more targeted. Think about it. You carry your phone everywhere; it knows all about you. We can do a very, very targeted ad. Over time, we will make more money from mobile advertising”
That’s a big statement from the most valuable online media brand in the world, but I think that the future that Eric alludes to is probably not as far away as you might think. Here are some stats from Comscore that make for very interesting reading:
- From 2008 to 2009 there was a 25% growth in the number of people with 3G handsets.
- Over 7m people already access social networks from their mobile every month.
- 40% of iPhone users already use the internet on their mobile more than on a PC.
As the mobile networks become faster, and the handsets that access those networks improve speed and usability, the number of consumers that access the internet from their handset more than from a PC will surely grow out of all recognition by today’s standard.
What does that mean for brands? Well, I think brands will be able to build campaigns that target people so precisely, that traditional media such as press and broadcast TV will see a continued downturn in spend. I think TV shows will grow their audience online and on mobile, and lose viewers on the traditional television set as a result.
Imagine your brand creating a 5 minute video every day that consumers love to watch when an un-scheduled five minutes of free time presents itself? It could maybe be while waiting for a train on the daily commute or while travelling in a taxi between meetings. It could be while queuing to pay for groceries at the super-market; waiting at the school gates for the children, or simply having a well-deserved mid-morning coffee break. The consumer always has their phone with them, so a brands video content will be viewed when it is convenient.
I can see a future where there is a daily soap-opera, accessed via mobile handsets being introduced as early as this year. Video news updates could be available every hour, on the hour right now. Fox produced a series of mobisodes for their popular TV show, 24 and I am certain that this type of on-demand content will continue to grow in line with mobile technology.
If there are any brands out there that would like a daily conversation with consumers, on the most personal and accessible device that they own, then get in touch because I have ideas ready to launch that will build audience and engagement with that audience on their mobile handsets. The ideas are just waiting for a partner to get them off the ground!
It seems crazy to me to be working in such a young and fast-growing online video advertising market, and already be seeing a future beyond it but technology is moving at such a pace that it seems inevitable that eventually most people will access the internet more often from their handsets.
The future’s bright.