Telstra has revealed the addition of almost one million new mobile services in the six months to December 2011, but Sensis revenues plummeted 24 percent in 12 months.
Web publishers have got used to running context sensitive Google AdSense ads on their sites running on full-strength desktop browsers but now they have a chance to extend into the mobile space with a new offering for cellphone browsers from web search leader.
The new AdSense for Mobile product from Google
will enable online publishers to target context sensitive text ads
specifically to content tailored for mobile phone browsers.
The model, based on auctioning ad space to the highest bidder, is
essentially the same as the desktop product except that for the present
only the basic text ads will be on offer.
Revenue will also be obtained through click throughs. At present, many
high traffic sites survive purely on Google AdSense ads, while others
run a combination of Google ads and more traditional display
advertising.
The mobile space is basically virgin territory as mobile browsing has
only relatively recently become more mainstream with improving mobile
networks made possible by technologies such as 3G.
In addition to Google, mobile carriers are attempting to capitalise on
the nascent mobile advertising market. Sensis, the directories division
of Australian carrier Telstra, has launched a trial of loaction based
coupons from major retailers such as KFC and Pizza Hut. In the trial,
users can request a coupon to be sent to their mobile phone from banner
ads on a variety of websites.
By clicking on the banner advertisements, consumers are provided with
information on the promotional offer and the ability to enter their
mobile number to receive a coupon via SMS. For Telstra mobile
customers, information on their mobile also includes a map of their
local area and the location of the nearest stores plotted on the map.
According to Sensis, the annual mobile ad market in Australia alone is expected to grow to about $250 million by 2010.
David Frost
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