Forecast: Q4 2010 a 'blow out' for mobile?

Forecast: Q4 2010 a 'blow out' for mobile?
The Year of Mobile hasn't exactly appeared - at least not yet - but if one industry expert is correct, Q4 of 2010 may be the Quarter of Mobile. Why? Because heading into the holiday shopping season more brands are expected to hit the mobile information superhighway to engage consumers and convert shoppers.

by Kristina Knight

Just how big might Q4 be? According to mobile ad hub Greystripe Q4 mobile revenue may increase by as much a 600% from Q4 2009 as retail, auto and consumer packaged goods (CPG) brands push into the mobile space.

"We expect a majority of Fortune 100 consumer brands to run mobile advertising campaigns this holiday season," said Michael Chang, Greystripe CEO. "We are seeing unprecedented demand firsthand and believe this is an industry-wide trend that will continue into 2011 and beyond. The [mobile] industry has really evolved over the last year with mobile now solidifying itself as a critical piece of a brand's marketing strategy."

According to Greystripe information in Q3 2010 about 75% of brand advertisers using the platform were buying across at least two devices, mainly iPhone and Android units, that is double the amount of brands that were using cross-device ads in Q2. The company is also reporting that about half of brand advertisers using their hub are utilizing rich media to develop in-app and mobile browser campaigns.

A recent eMarketer report would seem to go along with Greystripe's forecast. According to the report, because so many consumers are already in the mobile space, even if they haven't upgraded to a smartphone just yet, marketers need to be there as well. Since people are already using smartphones to play games, listen to music, access social networks and browse the web - as well as talk and text - it makes sense for brands to be there sponsoring or providing the content which these consumers want.