Unlike the military, which is an institution that exemplifies traditional values and approaches, the Mobile Advertising industry represents the complete antithesis. There is an old saying that Generals fight current wars with the last war’s strategies. This is definitely not the case for most digital advertisers.   One would think that considering the incredible amount of success ingenuity and intuition has yielded in the digital world, mobile marketing would be the first place where advertisers try new things.  If one would think this way… hey, you would be completely right.

there's a reason why Germany has great succses in the mobile arena's

The mobile arena’s success and flourishing nature is based entirely on the accomplishment of trail blazers that have tried new directions and either hit the jackpot or failed.  Before all of the risk taking and trials of new ideas came about digital advertisers first tried their luck in approaches and markets they were already familiar with.  There is a reason Germany has been one of the most competitive markets in the mobile world.  Most  digital advertisers had great success in the German market online, and have therefore, began their mobile strategies there as well. 

the gold mines are out there and they are abundant..

Within an industry that has such a wide variety of methods to get your product out there… different methods with a myriad of cited success stories.  Whether its experimental media formats such as video, html5, expandable banners and interstitials, or fitting your campaign to different operating systems to even trying new and emerging markets success is very attainable. In mobile, unlike too many other industries, the gold mines are out there and they are abundant.  Try new markets, create different formats of media to expand your outreach, create a campaign that will  be more interactive, try different publishing schemes and getting a little professional advise never hurt either.  Whether your product is mobile content, branding, applications or even Mobile commerce who is the new kid on the block, the opportunities are definitely out there.  Carpe Diem my fellow mobile enthusiasts!

Ad-Tech NY was a great opportunity to meet with DMG’s partners, to review our current cooperation and to plan new initiatives together. 

The show also gave us a chance to meet with new Clients and Publishers, to network with advertisers, agencies, and technology providers in the digital space and of course to hear about the latest trends and expectations regarding the future of the industry.  

DMG’s team energized by being at the center of where things are happening,

where we could learn, be updated, have our ideas challenged and sense the new global directions.

We have come back refreshed, invigorated, and ready to implement and test all that we have encountered.

Can’t wait to go through it all again at the next event!

According to new advertising statistics available here, the steady extraction of the global economy from its worldwide recession is showing clearly in the advertising sector. In all areas of advertising the world over, growth rates are expected to rise, and in some areas more than others - Yet these figures can be somewhat misleading.

For example, in developed countries, the growth rate is expected to increase by 2.4% in 2011 AND 2.9% in 2012, as compared to developing countries where growth rates are expected to reach 9.1% and 9.8% respectively. The obvious conclusion to be drawn, at least at first glance, is that developing sectors offer more opportunity by way of advertising as docurrently developed regions. However, these numbers need to be taken incontext. The discrepancy in the level of quality and overall influencing power of media from developed countries like the US, as compared to developing countries like India, is massive. Therefore, to conclude that there is less opportunity for advertisers in developed countries due to a mere 2.4% increase expectancy, may not only be a misrepresentation of that numbers true power, but the exact opposite might be the real truth. It’s the equivalent of saying a national football team with a mediocre record would be the underdog next to your local neighborhood champions. You can’t compare, they’re simply in different leagues.

The misleading nature of these numbers in sector specific statistics also pops up again in media venue stats. According to the same article, TV is capturing the majority of advertising focus with a lion’s share of 40.8%, up from 39.2 in 2009. Internet on the other hand is up from 12.7% to 17.1%. One might be tempted to make the same argument of older developed market numbers being worth more than developing sectors like internet, but that would not fit within the contextual reality. TV is a highly segmented market with local and regional divides demarcating clear cut segmentation between the sectors. When a commercial airs in a local township, that commercial will not reach anywhere far beyond its original local, and certainly it garner any global, or even regional coverage. Therefore the large 40.8% number is not nearly as powerful as it sounds from an advertiser’s perspective looking to branch out globally. The internet on the other hand, is a whole different kind of animal where advertising’s reach is far more readily made global, be grudging that 17.1% figure far more significance than one might otherwise like to give it.

Look at it this way: As the article notes, it is the spread of mobile and social media that is effectively fuelling the large leap forward in the internet advertising sector. If comparing the meteoric rise of global mobile carriers and social media giants, like Facebook and Twitter, can beviewed as indicators for the true power of internet advertising statistics, then such numbers can be compared to a body builder in really baggy clothing, i.e. first impressions can be deceiving.