ReadWrite
Don Draper and his Mad Men would’ve looked at today’s technology and gawked.
“You mean I can reach anybody and everybody, anywhere and everywhere, with advertisements straight to their pockets?!” they would’ve asked. “Imagine the creative we can throw at that!”
The mobile revolution makes several promises, the first being that a powerful, connected computer will always be within arm’s reach nearly all the time. Mobile also promises instant access to information and the ability to communicate with just about anybody in any part of the world at a moment’s notice. It also promises a wealth of data about the people that use smartphones, and serve that information on a level that has no precedent.
It’s no wonder why advertisers and marketers have been drooling over the concept of smartphones and ubiquitous computing for years. The opportunity to connect brands with consumers in a real-time, real-world environment seems like it should be an ample recipe to print money, just like Google did with Internet advertising more than a decade ago.
“We are still in the second inning,” said Ernie Cormier, CEO and president of mobile advertising exchange network Nexage. Cormier was talking about the process of building relevant advertising for mobile during a panel at a Massachusetts Innovation Technology Exchange last week.
The good news for Cormier is that he is part of two particular trends that are starting to define what mobile advertising and marketing is evolving into. Between programmatic advertising and contextual networks, the near-term future of mobile ads is beginning to take shape.