“There’s a limit to how much we can expect consumers to continuously increase their spend on new content services,” said Eden Zoller, Principal Analyst with Ovum’s Consumer Practice. “This has the potential to impact the growth of data ARPU, which is critical in markets where voice ARPU is declining.
In this context driving revenues from mobile advertising is important, but you will only succeed if ads are relevant and contextual – and permission-based.”
Amobee isn’t exactly disinterested, of course – it has a well-regarded opt-in ad server solution for mobile operators.
Is advertising the way forward? Have your say at www.mbmagazine.co.uk