Rich media mobile advertising will reach $2.79 billion by 2012, with 87 percent of it running on mobile TV, according to Screen Digest’s Mobile Media Advertising report, released last week.
The report, which covered advertising in 25 countries, sees it selling best in Japan and South Korea, where mobile TV is free. In North American and European markets, most consumers pay their carriers for it, although broadcast opportunities like MediaFlo are free. When the content is free, there’s an 800 percent increase in viewers, said Julien Theys, a research analyst at Screen Digest.
The most popular forms of ad supported content are short-form clips from network TV shows. News and weather clips are also popular because “they generate repeated viewing and the daily information yields a lot of impressions,” Theys said. Sports content is also popular, but much of it is sold in premium packages, so it doesn’t generate much ad revenue.
The biggest barrier to selling mobile video advertising is the lack of mobile metrics. “If you don’t have the metrics, the audience is estimated within a general TV audience, so advertisers can’t consider it on a stand-alone basis,” he said. “There are no specific metrics for AT&T and Verizon.”
Droga5 Appoints Emma Montgomery As Global Chief Strategy Officer
Creative agency network Droga5 has appointed Emma Montgomery as global chief strategy officer. She is the third global appointment for the agency this year, with Pelle Sjoenell named worldwide chief creative officer this past March, and global CEO Mark Green recently appointed this fall. Montgomery will be responsible for connecting and supercharging Droga5’s strategy and creative offerings globally. She will be based in its headquarters in New York City.
“Emma is a world-class strategic leader and authority that I’ve long admired and dreamt of being partners-in-crime with,” said Sjoenell. “Her work inspires the creativity that connects people and brands in ways that move business and culture forward, so I’m excited to finally be able to work with her alongside Mark, and to see her lead and further strengthen our leadership and strategy teams around the world.”
Montgomery joins Droga5 after serving as CEO of DDB Chicago. She’s been in the industry for over 20 years, and has served in several high-level leadership positions throughout her career, including as president and CSO of Leo Burnett Chicago, global CSO of TBWA, and CEO of Leo Burnett Australia. She’s also worked across a breadth of categories and multiple global clients such as Kraft, Aldi, Diageo and Molson Coors, among many others, including challenger brands and startups.
“I’m excited to join Droga5 and have the opportunity to help carve out a new path for the brand globally, building on its tremendous legacy of creative leadership,” said Montgomery. “The potential of Droga5, combined with the possibilities of Accenture Song, was too exciting to pass up. No other agency has what they have, and as marketing shifts, the chance to make creativity a genuine... Read More