Please: Monetize Mobile Search BEFORE Content
This past week, eMarketer released a ra-ra forecast for the advertising technology industry: they predict that ad revenue from ad-supported mobile content will grow roughly TEN TIMES, from $156M to $1.07B between 2010 and 2015. Cue the Queen soundtrack and high-fives all around, right?
… And then I started to think about all the ads I play whack-a-mole to avoid on Words with Friends.
While the advent of ad supported content will not (and should not) stop, I would like to offer some advice to all the marketers (retailers especially) out there: maximize spend on mobile search and local search before making significant investments in sponsoring/advertising on mobile content. I hope this is a no-brainer, but eMarketer’s predictions could throw marketers off the trail of truly valuable interactions: those that are rich in expressions of consumer intent.
Whack-a-Mole, Elaborated
When I’m playing Words with Friends (which is more often than I’d like to admit), I don’t care to learn about healthcare, the latest Charlize Theron indie flick, or even Zynga’s other games. What I want to do is play a game. These ad-supported games and content are not offering me anything of value and are not relevant (with one exception which I will reveal later). If I’m like other consumers, these ad dollars are largely wasted. If marketers want to chalk up these ads to building brand and awareness, I guess that’s their prerogative.
However, I conduct a lot of mobile searches too: using Bing mobile (I like the pretty pictures) or other apps, I’m always looking for something to eat, something to drink, some new music to listen to, or the best deal on a Le Creuset Dutch oven. The restaurants, bars, and retailers (Le Creuset now on sale at Bloomingdale’s!) that can serve me ads during these searches are MUCH more likely to see my business, either online or in-store.
Why? Because ads served at the time of query are more relevant and valuable to me (and consumers in general), which makes them more valuable for the advertiser. These ads are not interruptions in my experience, but a valuable provider of information. These ads help me achieve my objective; they are aligned with my intent.
Get ‘em While They’re Hot
The early adopters in advertising technology usually enjoy a lengthy amount of time where there isn’t much competition, so market share and revenue generated by new channels can be high. With the big search publishers releasing new tools for mobile and local search advertising, NOW is the time to be investing in mobile search advertising to take advantage of lighter competition.
The only exception to my suggestion depends on the answer to this question advertisers should ask themselves: “Is this sponsorship or ad placement relevant to the consumer’s expressed intent?” If the answer is yes, buy away. The best ad placement I’ve seen on my iPhone was a Bing search app ad while playing Words with Friends. The ad was an interactive memory game, which fit my mood and intent to be playing games at the time. The result? I downloaded the Bing app and use it regularly (instead of the Google mobile app).