The latest reports about the ad market released by prestigious international market survey firms all showed a bright future of mobile ad. “The future of digital” by Businessinsider, for example, came to the conclusion that mobile ad would be the future of the ad industry.
Though marketers complain that on the mobile phone environment, there are not enough instruments for them to show their creativeness. One of the biggest problems for them is the small screens of mobile phones.
However, eMarketer journal still has affirmed that no one can deny the growing tendency of posting ads on mobile phones. The journal said 6.4 billion dollars is spent on mobile ads in 2012, while the figure is expected to increase to 23.6 billion dollars in 2013.
In Vietnam, experts have every reason to believe that the boom of mobile ads would break out in the near future.
With the availability of 3G technology in Vietnam, the appearance of a series of smart phone products and tablets would all push up the development of mobile ads. The products not only are getting better designed, but also getting cheaper to fit the pockets of more consumers.
This has led to the sharp rise of the number of people who access Internet with their mobile devices. It is expected that the number of people to access Internet with mobile devices would exceed the number of people to access Internet from personal computers by 2014, according to Morgan Stanley.
Especially, a Cisco’s report said that the number of smart phones and tablets would far exceed the total population in the world by 2014.
In late 2012, a series of mobile ad networks were established, creating a competitive market for Vietnamese advertisers.
However, it’s obvious that the market remains very young, which explains why most of the enterprises joining the markets are small or start-up companies. Meanwhile, only a few big guys have jumped into the field.
The “few big guys” include VC Corp, FPT (IT firms) and Viettel, MobileFone, VinaPhone (mobile network operators).
The noteworthy thing is that the IT firms are all the ones who have been keen on PC/web ads and now plan to conquer the mobile ad market.
The modern technologies, heavy investments and the existing content services all have helped the enterprises quickly create diversified products that can satisfy clients.
Besides, the prestige of big companies and the existing source of clients could also be cited as a great advantage for the companies to develop.
Therefore, experts believe that the powerful PC advertisers have 80 percent of the opportunities and capability to dominate the mobile ad market.
Nguyen Dang Ngoc, co-director of Admicro of VC Corp, the corporation now pays a high attention to develop mobile ads. He also said that with the great advantages of a powerful PC advertiser, VC Corp feels self-confident when entering the market.
Analysts have commented that VC Corp is “as agile as a cat” when launching CPM Mobile Adnetwork, a mobile ad system. It has also launched many other mobile ad products such as Mobile Inline, Pop up, Full screen, Catfish, Interstitial and Expand to offer more choices to clients.
Source: Vietnannet
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