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BizReport : Mobile Marketing : June 09, 2009

Is it time to app?

Unless you've been hiding under a mobile rock - or ignoring your kids - you know all about apps. Applications for mobiles that allow the user to play a game, find a local retailer, file an insurance claim...and the list goes on. However, all apps are not created equally and the question many marketers are asking is: Is it time to app?

by Kristina Knight

kelsey.gifThe answer, of course, varies, however the simple answer is a 'yes, depending'. As with all forms of advertising, marketers need to take into account how or why a consumer would need or want the app and how the app will affect brand image. For example, a small local pizzeria may not see enough ROI from a locator app to justify the high cost of the app itself.

And marketers should not forget how some apps have underperformed for big brands such as Papa John's. The pizza brand has reported that mobile display ads perform better than their recent iPhone app.

A new report from The Kelsey Group broaches this subject. Along with this comes news that local mobile ads are at the jumping off place. Local mobile ad revenue is expected to soar from $160 million (2008) to more than $3 billion in 2013 with mobile search making the biggest impression. Mobile search is expected to bring in $2.3 billion while SMS, which to this point has been the mobile marketing leader.

Tags: app advertising, mobile ad units, mobile apps, mobile display ads, mobile marketing, Papa John's, The Kelsey Group

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