This SuperComm Digital Media Forum panel focused on mobile apps and internet services.  Randy Cavaiani of Novarra, along with representatives from Alcatel-Lucent and comScore discussed how mobile applications provide new opportunities to drive B-to-C communications, advertising, marketing and customer interaction.

Cavaiani shared Novarra industry experience relating to the fragmentation challenges faced by mobile developers as they struggle to address the “mass market” when there are so many different handset platforms, each with its own unique capabilities and shortcomings, limit the ability of advertisers to have broad reach for mobile campaigns.  Other topics of discussion included mobile advertising hurdles such as richness of constrained creative due to lack of rich media and inability to effectively execute below the line campaigns since mobile internet transactions cannot consistently work on all handsets.  Of course, Novarra can help address these hurdles with solutions for contextual mobile advertising and mobile video streaming and multimedia.

Tags: 4G, app stores, mobile advertising, mobile internet
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For some time, mobile advertising has been promised to offer the industry dramatic new revenue growth. Each year, that promise is pushed off.  While SMS has made inroads for below the line, and sponsored apps for above the line, marketing programs, mobile display ads, in general, have not yet found their way into advertisers’ media budgets as a significant spend.  At first glance, this is surprising considering there are over four billion mobile phones, more than twice the number of PCs and laptops, and our phones are always on and always with us. The potential window of engagement dwarfs the PC.

Novarra’s Scott Cotter draws upon his experience from both the mobile industry and B2C agency work to provide a look at some of the hurdles and solutions in an article entitled “Overcoming Mobile Advertising Ecosystem Hurdles“ for Mobile Marketer.

• Lackluster media - consumers are all too often turned off by a boring, or even non-functional mobile web experience.
• Ineffective targetting and tracking - with personal profiles, mobile clickstream and other information available, why is a consumer offered the same music video, from an artist for which they have no interest, over and over again?
• Constrained creative - the art of advertising creative is evoking emotion with rich compelling content. When was the last time you looked at a simple WAP page and were moved by it?

These hurdles can be overcome. Read the full article in Mobile Marketer’s 2009-2010 Classic Guide to Mobile Advertising for more insights and see how Novarra’s Vision contextual mobile advertising and analytics solution can create a more rich and compelling mobile advertising ecosystem.

Tags: mobile advertising, mobile internet
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