For Mobile Devices, Think Apps, Not Ads  

Oleh:

Gupta, Sunil

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 91 no. 3 (Mar. 2013), page 70-75.
Topik: Mobile Ads; Communication Strategies; Media Graphics; Media Consumption

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.46 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Many companies are betting that with some tweaking, mobile ads will become an integral part of their communications strategies. Indeed, one of the most celebrated media graphics produced in the past year is a slide showing a side-by-side comparison of how people consume media (mobile now accounts for 10% of time spent with media) and where advertisers spend their money (mobile accounts for just 1%). Over time, some observers argue, these numbers will converge. Driven by that logic, mobile ad budgets in the U.S. are expected to increase from $2.3 billion in 2012 to almost $11 billion in 2016. Smart marketers will embrace mobile as a communications platform—but the best use of the new medium won’t look anything like the current generation of tiny display ads. Historically, that’s a familiar scenario. Whenever new media emerge—consider television in the 1940s and 1950s and the World Wide Web in the 1990s—there’s a period of fumbling while marketers try to repurpose ads that worked in the old media. That’s why early-1950s TV commercials featured narrators reading what were essentially radio advertisements, and why 1990s websites were filled with static display ads taken directly from print campaigns. Neither effort was effective. New media require new methods of advertising, and those evolve over time. The same will be true of mobile.

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