Do Ads Fit with Mobile User-Generated Content?

• Posted: Tuesday, September 23, 2008
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• Author: pradhana
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• Filed under: Ad Spending, User-Generated Content

Once, long, long ago, advertisers only had to worry what was on the facing page.
YouTube educated the mass market about authoring and sharing user-generated content (UGC), and now advertisers are catching on, too.

One of the first global revenue forecasts for mobile UGC, from Juniper Research, projected that mobile UGC will generate $5.7 billion worldwide in 2012, up from $576 million in 2007.
Later research by ARCchart raised the estimate for mobile UGC to $6.6 billion worldwide in 2012, up from $700 million in 2007.

Clearly, mobile UGC spending is growing. But advertisers still face challenges in reaching consumers in highly personalized—and often unpredictable—UGC settings.

"At first glance, combining the viral characteristics of UGC with the targeting capabilities of mobile should provide a powerful marketing opportunity," says John du Pre Gauntt, senior analyst at eMarketer and author of the new report, Mobile User-Generated Content: Marketing 101. "However, mobile UGC does not easily lend itself to display banners, text links or other traditional ad units."

Read more - eMarketer

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