Mobile Search Engine Design; one of the main obstacles for mobile advertising

  • According to the Mobile Search & Advertising Forum 2008, the main Internet operators are "not betting on WAP advertising being a different medium from traditional Web advertising."
Sevilla, February 2008 - The Mobile Search & Advertising Forum 2008 was held in London on Monday the 28th of January. The forum met largely to discuss new tendencies in mobile Web advertising, and specifically, the challenges facing mobile advertisers with the launch and management of search campaigns.

Among the industry specialists participating in the Forum were Tom Horsey, Director, Froggie; Carl Costa, Director UK, Mobile Advertising Solution; Christopher Spearpoint, Mobile Marketing Manager, Sharpcards; and Trevor Goldberg, VP Strategic Partners, Bango.

After a few hours of conversation, there was a general consensus around a table made up of industry professionals about the problems facing WAP advertising campaigns were.

"A clear example of the problem has been Google's web-centric approach to its Adwords system. This means that a series of Web-structured steps, virtually unnecessary in WAP, have to be followed in order to launch a campaign. Aside from that there are certain tools available for Web campaigns that do not exist for WAP campaigns. This appears to show that Google is not betting on WAP advertising being a different medium from traditional Web advertising…at least not yet," says Publicidad Interactiva 2006 Director Tom Horsey (

Andy Smith, AdMob's head of Business Development Europe, spoke of a recent campaign with MTV Europe to promote the MTV Europe Music Awards that paid off with a 300% increase traffic and 400% in downloads. The trick was to change the text ads "daily, almost hourly." Tom Horsey maintains that this continuous change of content and advertising message is fundamental for a WAP campaign, banner design and management being a service that offers its clients to improve their advertising ROI. "The perfect solution would be a mechanism, such as an RSS feed, to automate this process of creative modifications. Updating the advertising message is a fundamental key to running a successful campaign."

Numerous analyses and statistics assure us of the money to be made in mobile advertising, but the current reality does not seem to concur. Indeed, the mobile industry still has a long road ahead, but with specialists in the market such as, the ground will be covered more quickly.

Publicidad Interactiva 2006 S.L. (Mobile Advertising Agency)
A specialist mobile advertising agency, offering media planning, campaign negotiation and optimization solutions for mobile web and sms campaigns globally. Run by a team of professionals with over seven years of experience in the mobile marketing and advertising industry we have the know-how to help achieve and exceed your advertising objectives and ROI. works together with advertising networks, mobile operators, mobile web portals, and search engines to provide the greatest promotional exposure for the lowest eCPM.

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