mobile advertising in Australia
I’ve just come across an excellent article by Emily Freeman (a subscriber to this blog) on mobile advertising in Australia. As an antipodean (and recently described as one of the “Antiopdean mobile mafia” living in London), I was keen to hear how mobile advertising is being adopted in my old home.
Her article provides a very good overview of the state of play between the mobile operators such as Telstra 3 and Vodafone, the big mobile portal sites such as Sensis, Google and NineMSN as well as the mobile advertising developers such as Tigerspike, mNet and 5th Finger.
AdMob also seem to be performing well in this market. My overall view is that Australia is catching up to the UK.. When I was in Sydney, the perception was that Australia was about 15 months behind the UK in terms of PRSMS, mobile campaigns and competitions etc. Emily’s excellent article suggests the gap is closing. One issue that Australian mobile advertising will face is the access to flat rate data plans. Customers in the UK are now being offered massive amounts of included data – yesterday Vodafone announced 500MB per month for account customers (but not small business customers – I’ll post on this later).
So head over to her blog to read more on the mobile advertising market in Australia.
Update: Following my original post, “The Australian” newspaper in Australia has taken a look at mobile advertising in this market with an article titled “Mobile ad battle is worth watching”.
In this article, Lara Sinclair mentions how the mobile operators, “with the notable exception of Optus” have conducted high-profile trials and test campaigns with advertisers, media agencies and advertising agencies.