Google has already been selling mobile text ads through its cost-per-click AdSense program, which it is now expanding to offer contextually targeted graphical banners, formatted to fit within the constraints of the mobile browser.
Nevertheless, Apple's (NASDAQ: AAPL) iPhone has shown that with a decent screen size and intuitive navigation, U.S. consumers will use their phones for activities other than talk and text messaging. Google is hoping that efforts such as its own Android initiative will lead to a new generation of handheld devices that help the mobile Web live up to its promise.
JupiterResearch analyst Neal Strother concurs with Google's claim that mobile display ads have a higher clickthrough rate than Web display ads. A clickthrough rate of 5 percent to 6 percent for mobile ads is common, Strother said, whereas a 3 percent clickthough rate for online display ads is very high.
Part of that success for mobile ads could relate to the novelty of the format, Strother suggested. As people grow more accustomed to seeing ads on mobile Web pages, clickthroughs will decline, the argument goes.
Over the past year, Jupiter estimates that fewer than one-fifth of all companies created any type of mobile advertising. The firm projects that in the next year, 34 percent will be advertising on mobile devices, but of those, more will engage in some kind of texting campaign than search or display advertising.
While "some of the bigger brands have made some serious commitments to mobile," Strather said that the tendency among advertisers is to make mobile a microcosm of an aggregate digital budget, or to treat mobile advertising as an experimental expense.

"Very few companies on the advertising side have made mobile a standalone item on a line-item budget," Strother told InternetNews.com.
The company is trying to keep file sizes small, so that the ads do not unduly slow the load times of mobile Web pages, Agarwal said. Slow speeds have been a common complaint about the experience of browsing the Web on a mobile device.
Google also said it will only show one display ad per page.

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Cellphones - Third World and Developing Nations - Poverty - Technology - New York Times

Can the Cellphone Help End Global Poverty?

Tags: mobile, technology, poverty on 2008-04-14 -All Annotations (0) -About

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AT&T, Google and Verizon Talk Wireless Plans

The three big players in the 700MHz auction, AT&T and Verizon, which won big blocks of spectrum, and Google, which did not but will nevertheless maintain a strong influence on everything that will happen in the industry regarding the newly leased frequencies, have opened up about their wireless plans.

Tags: at&t, verizon, google, 700mhz, wireless, mobile on 2008-04-07 -All Annotations (0) -About

more fromwww.efluxmedia.com

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AT&T Plans Fast 4G Wireless Rollout -- AT&T -- InformationWeek

AT&T's wireless operation plans to move its infrastructure to Long Term Evolution, a high-speed standard that many service providers are expected to adopt.

Tags: mobile, at&t, android on 2008-04-06 -All Annotations (0) -About

more fromwww.informationweek.com

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YouTube - androiddevelopers's Channel

Tags: android, google, mobile, software, opensource on 2008-04-04 -All Annotations (0) -About

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apophenia: how youth find privacy in interstitial spaces

Tags: danahboyd, mobile, privacy, technology, texting on 2008-03-29 and saved by5 people -All Annotations (0) -About

in list: Online identity research

more fromwww.zephoria.org

Cellswapper.com - Get out of your cell phone contract - mobile contract - wireless contract

Tags: cellphones, mobile on 2008-01-03 and saved by17 people -All Annotations (0) -About

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