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When Steve Jobs unveiled iAd to the world, he promised an offering that would revolutionise mobile advertising.
But delivering on that promise has proven difficult for the technology company that has revolutionised so much in the past decade.
In fact, the offering's future looks quite uncertain. So what's Apple to do? Turn to one of your most-despised enemies, apparently.
The prediction that "mobile is going to be huge!" has been over-egged for nearly a decade, but the past several years have erased all doubt that may have existed about the truth of this statement.
In 2011 however, mobile "turned a corner", according to Google at least.
As internet-connected mobile devices find their way into the hands of more and more consumers, advertisers are increasingly focusing on the mobile channel.
Earlier this year, comScore found that the number of advertisers buying mobile inventory has grown 120% in two years.
Given the rise of mobile, it's no surprise that some are suggesting mobile could quickly become one of the most important channels for advertisers.
For instance, Razorfish's Mobile Practice Lead, Paul Gelb, has predicted that mobile will surpass the $130bn/year television advertising market -- and soon.
Mobile is potentially the holy grail of marketing. Billions of individuals around the world own a mobile phone, and for many, the mobile phone has become the most important, most frequently used communication tool.
With smartphone adoption soaring, marketers can increasingly reach mobile phone owners in compelling ways. But that doesn't mean mobile marketing is delivering ROI.
Despite the rise of digital advertising, advertisers still spent over $130bn last year on television advertising. Of the tens of billions of dollars advertisers are spending on digital ads, a very small portion, perhaps as little as $1bn, is being spent on mobile ads.
But those figures aren't stopping Razorfish's Mobile Practice Lead, Paul Gelb, from making a bold prediction: "I think mobile ad spend will overtake television." And he isn't talking about decades from now; he believes mobile could surpass television in the coming years.
The future is mobile. At least that's what many suggest. Yet multi-channel retailers are largely ignoring mobile right now.
That's according to a report from Multichannel Merchant. It found that, as of February 2010, four out of five multi-channel retailers surveyed were not doing anything in the realm of mobile commerce.
Local and time sensitive advertising opportunities on the iPhone may be getting a lot of people excited these days, but online ad company Chitika is not among those bullish about the burgeoning mobile ad market.
The Marlborough, Mass.-based company conducted a study that found people using mobile phone aren't clicking on ads — especially iPhone users.