White paper predicting Mobile Advertising by year 2020

Research: Thurs 18th August 2009

Acision and OgilvyOne has joint forces and published the Mobile Advertising - 2020 Vision Whitepaper. The paper is aimed at marketers, operators and in general those delivering mobile marketing.

It's no big surprise that the report forecasts mobile marketing as one of the most significant media channels in the future. The paper looks at the changes, which may occur towards year 2020, and which will undoubtedly influence companies and consumer alike.

The focus seems to be on individual's control. It predicts that by 2020 individuals will be highly selective and in control of the advertising they receive:

"The consumers will evolve from those having advertisements pushed to them, to being able to select what information is allowable to reach them"

The report for example mentions time preference, e.g. how there will be a move towards allowing consumers to decide when to receive messages.

Another key word is collaboration. That is collaboration on a one-to-one basis with the customer having the ultimate say. It's predicted that each member of the audience will simply select the advertising they want, as oppose to members being selected as a target within a geographical, physiographical or life-style etc. segment. Service like advertised supported Blyk already offers this reversed scenario.

It will all result in "deeper" relationships with brands, perhaps in form of communities. However, aside from the obvious organisational hurdles, the question is if individual customers really want to be receiving such tailor-made services? After all advertisement does have a social function. It may be a model that works very well for cool brands, but how about the average Joe brand, which still need to get a foot in somehow? Only time will tell!

Finally, the report also reminds marketers of the still nascent nature of the mobile marketing industry in terms of allocated budget. Procter & Gamble mobile marketing activities for example accounts for only 0.17% of their overall marketing spend. It blames missing industry metrics (e.g. Reach) and data (e.g. ROI) of which campaigns can be based - but it also explains that these are currently being overcome by effort from the e.g. GSMA.

Download the Mobile Advertising - 2020 Vision Whitepaper

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