If there’s one major hope for mobile as an ad channel during the recession, it’s mobile search. But the signs there so far are not particularly encouraging.
The thought was that switching on AdWords for mobile, which Google launched a while back (followed by AdSense a couple of weeks ago), would be an easy way to test the mobile ‘channel’, discover some insight into user behaviour (the terms that worked etc.,) and develop some ROI outside the saturated market that AdWords ‘online’ has become.
But, the word is that interest from advertisers is low. There is some work going on – Autotrader is one brand/media owner examining it – but the uptake will be defined by the existence of proof. That proof needs to come from advertisers using it. Gradually, as with all formats, the ball will start rolling if it proves its worth. As yet, not enough chickens have laid enough eggs.
However, as an agency – particularly as a search agency – I would be seeking to devote some time to trialling clients on AdWords mobile to test it out and get a feel for what works. Where ROI is returned it’ll be an easy route to incremental cash in these tough times, as well as an opportunity to be something approaching experts when more experimental budget is again forthcoming.
