Mobile Search Advertising: Hope or Hype?

A recently released report by ABI Research indicates that search advertising expenditures for mobile devices will reach $5 billion by 2013. The promise of mobile search advertising offers marketers a great opportunity to reach consumers where they are… literally! The value added benefit of mobile search to provide information wherever one is makes the possibilities for using search advertising seemingly endless.

There is only one catch to this prediction being realized: consumers have to embrace this new approach for engaging in information search. Technologies are evolving to make mobile search advertising possible. Now, it is up to us as consumers to adapt our behavior and utilize our phones and wireless devices for search purposes. The need to change behavior, coupled with users having adequate hardware to have a positive experience using mobile search, will be major influences on whether the prediction of the takeoff of mobile search advertising is realized. Link

Author: Don Roy

Don Roy is a marketing educator, blogger, and author. His thirty-year career began with roles in retail management, B2B sales, and franchise management. For the past 22 years, Don has shared his passion for marketing as a marketing professor. Don's teaching and research interests include brands, sports marketing, and social media marketing. Don has authored over 20 articles in scholarly journals, co-authored two textbooks, and self-published three books on personal branding. Don is an avid hockey fan and enjoys running. He and his wife, Sara, have three sons. View all posts by Don Roy