Utility, Not Advertising, Is Where Mobile Shines

In my experience with an iPad and iPhone, it’s the brands that provide some utility that make the most of the mobile space — not the brands that use mobile for advertising.

A new article in the Wall Street Journal crunches the numbers and takes a closer look:

Millennial Media runs the world’s third largest mobile ad network after Google and Apple. The company delivers ads for clients into spots available in more than 30,000 mobile apps on almost any device or operating system…

Still, Millennial hasn’t made a profit over the last five years, and has racked up an accumulated deficit of $44.4 million since its inception in 2006. The company said in its IPO filings that it doesn’t know “when or if we will ever achieve profitability.”

Have you seen any great examples of pure mobile advertising? Are your clients looking to mobile as a viable advertising medium? There’s no question people are spending more time with their mobile devices — but it’s a very personal, intrusive area for brands to ply their messages.



About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.