Mobile Advertising More Personal In 2020

whitepaper/mobile advertising 2020

What will mobile advertising look like in 2020? A new report from OgilvyOne and messaging company Acision predicts mobile advertising in 11 years will be far more personalized as users exercise control over the types of messages they see, and when, on their handheld devices.

"Mobile advertising in 2020 will be mobile directed advertising which is selected and chosen by the individuals themselves. It is the individual who will be the pivotal player in the mobile advertising domain of the future and the mobile device will be a technological representation of them," according to the study.

The projected transition to more highly tailored mobile ads outlined in the report will change how agencies and wireless providers operate. For agencies: "Pushing messages out to unwilling consumers is replaced with producing ideas and content that individuals will seek out and incorporate into their own world," states the report.

This sounds a lot like the consumer-in-control rhetoric of the last few years encouraging marketers to embrace user involvement in online ad campaigns. Whether it actually leads to more relevant advertising on mobile phones by 2020 is another question. What if most people opt not to have any advertising at all? (The OgilvyOne study does foresee an opt-in model for receiving mobile advertising becoming a global standard by then.)

By 2020, the wireless industry will not be dominated by a handful of mobile operators, but become segmented by service specialty. "This operator segmentation should ultimately be a positive transformation for the future of mobile advertising. It will enable the operators to excel at what they deem to be their core capabilities."

The report also envisions technological advances -- especially the proliferation of 4G networks -- propelling the growth of mobile advertising by blurring the line between wired and wireless connections and ensuring better security.

"This will allow us to decide which screen we would like to receive the advertisement on: the mobile device, the screen on the back of the airline chair, in the game which we are playing or e-book which we are engrossed in, etc., etc."

So will 2020 finally be the Year of Mobile? The study does not explicitly make that prediction, but says we will know when it's arrived when users do more with their mobile phones than anything else. "It is when the mobile device is truly used for all touch points in your life." Some smartphone users may already feel that time has come.

2 comments about "Mobile Advertising More Personal In 2020".
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  1. Jim Dugan from PipPops LLC, August 17, 2009 at 11:53 a.m.

    We've already past are involved in the "year of the mobile."

    Here's what people want:

    They have a smartphone that is generally a combination which results in 'stupid' since each developer and handset manufacturer and the various app stores and the competition.

    So, your money's at stake.

    Do you want to buy a "locked" iPhone and follow their mobile app approach - there's probably only over 100,000 apps by now OR the current alternative is the 'Mobile Web' - it's a bit diff than the internet, but it seems to be the better method, through search, to get what you're looking for.

    In looking at the title of this article and the article itself, is there anyone in the world involved in mobile that think it's going to take until 2020?

    Never!

    We have developed a unique mobile advertising mobile site where all local businesses can advertise, control their exposure while receiving the key data they need to interact with their desired and desiring consumers while on the go!

    www.GripOffs.mobi is an advertisers dream come true. Soon to be launched world-wide - this mobile site will allow businesses to create their own mobile advertising campaigns, change them at will, and track all of the results while giving all of us (users on the go) the availability of seeing all of the local deals to save money on every transaction, thereby creating an additional addition of money; if you get 2 for 1 at the restaurant, you've added a new money source for your savings and spending!

    Get A Grip! This is the wave of the future ~

  2. Warren Lee from WHL Consulting, August 17, 2009 at 3:20 p.m.

    Mark, once again you have a good handle on a very provocative subject. The question that I would like to ask the community, and you, is: "What does the mobile phone look like in 2020?" I ask this because with all of the media innovations, I doubt very much that it will have the same physical form as it does now. It might be embedded in cloths or humans, with a heads-up display triggered by blinking, and might not even have any hardware larger than a dime.

    Since the hardware components are going to undergo a major paradigm shift, I think that it might not be totally out of the realm for advertising to do the same. The shift in mobile the study Ogilvy commissioned is interesting and has a familiar message to it. Once again let me quote Dave Morgan, "Its about the individual, not the pageview." Users will be in control of the content that is delivered to their device and it will be up to the marketers to insure that the users are not put off by advertising. The advertising community must start working now on turning our messaging into highly relevant content to individual user's lives. This is one of the reasons that I believe so strongly about the value of highly targeted (behavioral) advertising. I want advertising to pay for the content that I go to the Internet for, and I am willing to receive highly targeted messaging as long as there is no PII data used.

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