Google and other companies such as AOL are pushing to revitalize the display ad format. It wouldn't seem that mobile ads - particularly local-oriented ones - would need the same type of makeover as the format is still quite new and consumers don't tend to automatically ignore them.
Still, though, the local mobile ad category is already going another iteration of design. Some examples:
TeleNav, a wireless location-based services provider, recently rolled out a drive-time search and navigation mobile advertising platform that is based on the location and context of their search query. Reporting metrics include "Drive-to Rate," which captures the number of users who viewed an ad and chose to drive to the advertiser's business location.
Lat49, a location-focused ad platform has launched SmartBridge, which turns directories' text ads into graphical ad-banners and then serves these ads either online or on mobile-phones. The ads are built using source text and creative from directories' XML feeds, coupled with the Lat49 internal icon and image library. Keyword and location targeting rules are automatically applied.
Where, Inc recently acquired LocalGinger, a group-buying company that specializes in secondary markets. LocalGinger also has a social commerce platform that allows merchants to manage their own daily deals.
ChaCha, a free answers service has launched a Multimedia Messaging Service (MMS) service that will support videos, including movie trailers, and images such as coupons and logos, on nearly all mobile phones as part of its ad offerings.
Local Online Growth
These developments come as the local mobile ad category is experiencing huge growth. A new update from BIA/Kelsey's U.S. Local Media Forecast indicates total local advertising will reach $2.02 billion in 2014 from $213 million in 2009 - a compound annual growth rate of 56.9%. "We expect advertisers will be drawn to mobile marketing as the overall market shifts to digital ad platforms," said Neal Polachek, president, BIA/Kelsey. "A lack of traffic to fulfill quotas on geotargeted ads will likely accelerate mobile Web site and application development by publishers."
