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Cambridge, Massachusetts - February 17, 2011 - With the growing penetration of smartphones and increasing popularity of tablet PCs, mobile operators now have a greater variety of options for leveraging the mobile channel as an advertising tool, according to a new research note from Eulalia Marin-Sorribes, Analyst at Pyramid Research.
At Mobile World Congress (MCW) in Barcelona this week, key players in the mAdvertising ecosystem, such as IPG, AT&T, Ogilvy, Yahoo and Unilever, shared their initiatives in this area, but agreed that important challenges remain, notes Marin-Sorribes in a research note posted at Pyramid Points. Mobile advertising still represents a very small share of the global spend on advertising, in many countries below 5 percent, according to Pyramid estimates, she notes. Privacy concerns, the need of increased bandwidth, low interoperability among platforms and the huge geographical fragmentation of the mobile sector were issues mentioned by MWC speakers as factors inhibiting the uptake of mAdvertising, Marin-Sorribes notes. In terms of operator initiatives, global players like Vodafone and Telefónica continue to offer both localized and cross-country multiplatform advertising solutions.
Read the full Pyramid Point, mAD Men in Barcelona.
Recent reports and services covering mobile devices include the following:
Service Providers: Content Can Roam Free
As Android Surges, Low-cost Handsets Shake, Rattle and Roll the Device Market
Pyramid Research Mobile Data Forecast
Written by Pyramid analysts, Pyramid Points are complimentary online notes that provide insight into market, business and regulatory developments in the global telecom industry, based on key findings from Pyramid’s renowned forecast services. View all Pyramid Points here.
For more information about Pyramid Research's products and services, please visit www.pyr.com.
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About Pyramid Research
Pyramid Research (www.pyr.com) offers practical solutions to the complex demands our clients face in the telecommunications, media and technology industries. Our analysis is uniquely positioned at the intersection of emerging markets, emerging technologies and emerging business models, powered by the bottom-up methodology of our market forecasts for over 100 countries - a distinction that has remained unmatched for more than 25 years. As the telecom research arm of the Light Reading Communications Network, Pyramid Research works with Heavy Reading, providing the communications industry's most comprehensive market data, trusted research and insightful technology analysis.
About Light Reading (www.lightreading.com)
Founded in 2000, the Light Reading Communications Network is the world's leading research-led integrated media company serving the global communications market. Lightreading.com is the ultimate source for technological and financial analysis of the communications industry, leading the media sector in terms of traffic, content, and reputation. Light Reading's research arms, Heavy Reading and Pyramid Research, provide the most comprehensive communications research, market data, and technology analysis in close to 100 markets around the world. Light Reading produces nearly 20 targeted communications events including TelcoTV, and TelcoTV Asia, Ethernet Expo New York and Ethernet Europe, and The Tower Summit @ CTIA, as well as focused one-day events tailored for cable, mobile, and wireline executives in the US, Europe, India, and China. Light Reading was acquired by United Business Media in August 2005 and operates as a unit of TechWeb.
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Pyramid Research
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