作者：Jonathan Gardner

这是有关创始人的困境的企业版本：很少有企业能够在定义一个新兴市场后仍可以继续在自己的领域发挥着主导作用。手机广告便是很好的例子。

就像Adfonic和Jumptap等公司便明确定义了该领域，但是他们的手机市场却不再发展。他们与其他同行已经做好了进入手机广告市场的准备，致力于为全新手机生态系统奠定好基础，并想办法提高手机在营销人员间的可见度。但是他们的世界太过于集中，所以是时候让他们从那里挪开并为更加完整的手机广告方式创造足够的空间。

tumblr-mobile-ads1（from venturebeat）

如今我们花费于手机上的时间已经远超于花费在台式机的时间，但是手机的市场营销却仍然未能追赶上这一发展进度。对此的大部分原因是关于纯粹的逻辑原理：我们并未拥有技术或产业基础设置能够创造出足以吸引市场营销者或消费者的手机广告。

我们看到了手机购买数量的快速上升，并因此出现了高性能的交叉渠道活动，但是如果想贯穿整个生态系统，我们还需要做其他事。以下是我们从产业角度来看，为了实现手机广告诺言而需要采取的行动：

确保它发挥作用

在我们能够看到手机广告的完整价值前，我们需要完善整体的手机体验。在TechCrunch之前的访问中，Redpoint的合伙人Chris Moore指出了超链接，这一至关我们网上活动的导航工具并不能有效地作用于手机设备上。他指出，来自电子邮件中有关LinkedIn资料的链接并不能将你带到相关页面上。为什么深入连接不能作用于手机上？因为没有人花时间去实现这一结果，或创造出标准的手机专用导航工具。

在线商店定位器亦是如此。根据Nielsen的研究，零售消费者更愿意基于手机搜索做决定。但是许多商店的定位器却不能有效利用定位技术将消费者带到自家店中。

一体化

就像Josh Luger上周在“Business Insider”（游戏邦注：一家快速发展的商业新闻网站，主要发布金融，媒体，科学技术以及其它行业的相关报道和新闻）上所写的：“任何广告活动的效能屈居于一个品牌能够面向目标用户有效传达信息的能力，”并且说实话，如今的产业离准确瞄准手机领域还有很长的一段路。我认为这是广告高度分化的结果。对此我并不是针对于手机广告；我更加不是针对于数字广告。不过广告本身就太过分化了。

当首席营销官（CMO）明确了广告活动如何在多种渠道中发挥作用时，手机才有可能在市场营销预算中获得一席之位。这并不是什么新理念，但却非常重要。在我们的分散媒体领域中，接触到各地的消费者意味着你需要呈献给他们相关的广告内容。如今的产业正在使用OpenUDID，介质访问控制地址，以及设备指纹等方法，但是目前为止却没有一种方法能像在线cookies那样有效。为手机广告创造标准，即尊重消费者的选择，兴趣和隐私，将同时让市场营销者，发行商和用户受益。

创造性

这对我来说是个巨大的难题。我们能够将地方与社交元素与手机紧密结合，再加上如今消费者对于智能手机越来越依赖，我们就更迫切需要提升手机广告的创造性。就像我们所知道的，手机广告只是在线广告的一个小版本。我们拥有标语等所有广告模式。但是关键就在于，没有人为手机创造创造过明确的广告模式。该领域在设计和功能的创新方面足够开放，但是为什么就没人愿意这么做呢？

如果在将来还是维持着这种情况，手机将成为阻碍市场营销者发展的一种渠道。如果我们的目标是做到“更好”，但是手机广告所呈现的效果却“只是一般”，那么我们也将不再对此报以更大的希望。对于品牌，广告商和消费者存在着一个巨大的机遇，即他们可以从一个完整且综合的媒体生态系统中获利，在该生态系统中，所有价值和内容都会相互补充并不断扩展用户在各种渠道和设备上的体验。手机并不需要待在市场营销策略的中心，但是品牌和用户却需要这么做，所以他们总是在乎于更加无缝的交互作用。我们是时候可以挣脱枷锁，先为用户着想，然后尽可能地挖掘手机的真正潜能！

（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转载，如需转载请联系：游戏邦）

Why mobile advertising must not stand alone

By Jonathan Gardner

It’s the corporate version of the founder’s dilemma: Rarely can a startup define an emerging market and also go on to lead in its space. Case in point: mobile advertising.

The space has been defined by companies like Adfonic and Jumptap, but their mobile-only (mobile-lonely) marketplace is growing obsolete. They and their compatriots have primed the mobile ad market, laying the foundation for a new mobile ecosystem and raising the visibility of mobile among marketers. And we’re grateful. But their world is one in which only niche-entrenched specialists can thrive, and it’s time for them to move over and make room for a less siloed, more integrated approach to mobile advertising.

Time spent on mobile is fast outpacing that spent on desktops, but mobile marketing spend still lags way behind. Most of the reason for this is pure logistics: We still don’t have the technology or the industry infrastructure that will make mobile advertising truly work to its potential for marketers or consumers.

We’ve seen a huge uptick in programmatic mobile buys and high-performing cross-channel campaigns at Turn, but there’s still work to be done across the ecosystem. Here’s what we need to achieve as an industry to get closer to realizing the promise of mobile advertising:

Make it work

Before we can see the full value of mobile advertising, we need to improve the overall mobile experience. In a TechCrunch interview earlier this month, Redpoint partner Chris Moore pointed out how often the primary navigational tool of our online lives, the hyperlink, fails us on our mobile devices (no kidding). He noted – as I have many times, and I’ll bet you have too – that a link to a simple LinkedIn profile from an email fails to launch the LinkedIn app and bring you to the relevant page. Why don’t deeplinks work on mobile? Because nobody’s taken the time to make them work or to develop a standard mobile equivalent.

Same thing goes for online store locators, which must be among the lowest-hanging fruit for brick-and-mortar-based retailers. According to research conducted by Nielsen, retail shoppers are highly likely to make decisions based on mobile searches. And yet, many store locators fail to take advantage of geo-location technology that can move customers from the sidewalk to the store.

Integrate

As Josh Luger wrote in Business Insider last week, “The effectiveness of any advertising campaign rests on a brand’s ability to effectively deliver their message to a target audience,” and – if we’re honest about it – most of the industry remains a long way from being able to target effectively on mobile. I see this as a result of the highly segmented evolution of advertising. I’m not just talking about mobile advertising; I’m not even talking about digital advertising. Advertising – all of it – is way too segmented.

Mobile isn’t likely to take its rightful place in marketing budgets until CMOs see how campaigns work across multiple channels. This isn’t new, but it is important. In our fragmented media landscape, reaching consumers everywhere means you need to be able to serve them relevant ads everywhere. The industry is experimenting with OpenUDID, MAC addresses, and device fingerprints, but so far none works as well as cookies do online. Creating standards in mobile ad targeting that are respectful of consumer choice, interests, and privacy will have significant benefit to marketers, publishers, and users alike.

VentureBeat will be exploring the challenges in the mobile advertising landscape at our MobileBeat conference next month in San Francisco. Grab your tickets now! Also, VentureBeat is soliciting feedback from readers about what mobile advertising platforms they find the most useful. You’ll qualify for a free report.

Innovate

This is the kicker for me. Despite the enormous potential of marrying local and social with mobile, and the unprecedented level of consumer engagement with smartphones, innovation in mobile advertising has been totally and utterly lacking. Mobile ads, as we know them, are really just smaller versions of online ads. We have the banner, the takeover, the postage stamp: These are all ad formats that have simply been ported onto smaller screens. The thing is, nobody’s created the definitive ad format for mobile yet. The field is wide open for innovation in design and functionality. Any takers?

Until there are, mobile will remain stunted as a channel for marketers. And we’ll be stuck hoping we can get mobile to work “just as well,” when we really should be aiming for “better.” There is a huge opportunity for brands, advertisers, and consumers to benefit from a cohesive, integrated media ecosystem where value, offers, and content complement and augment the experiences we all have across all the channels and devices we touch. Mobile doesn’t need to be at the center of marketing strategy, but brands and audiences must be, and they are clamoring for more exciting, seamless interaction. It’s time to break the silos, think audience first, and deliver on mobile’s true potential.(source:venturebeat)