As Barry Chu (General Manager of Advertising at Medio Systems) discussed, highly personalized, extreme penetration, precision targeting continues to keep mobile search advertising on the forefront of online marketing and these were the themes touched on during this session. While summarizing the game-changing rules of successful mobile marketing, he positioned mobile advertisers to know what people need before asking.What works for the PC consumer may have flat-line results for the mobile user. 

Screensize, keyboard/touchpad, speed, attention spans and the major reduction of advertising real estate puts much of what we know from the traditional e-world on its head. Chu clearly emphasized that Incumbents from the traditional online world don’t necessarily have an advantage upon entry. Chu conceptualized the predicted growth of this burgeoning market as a hockey stick, stating we are still somewhere on the head. The near 90 degree handle is the explosive growth everyone is waiting for. Early adopters stand to gain far reaching advantages as the market takes on this vertical growth. The opportunities can be boiled down to “Direct”: direct-to-buy, direct-to-site, direct-to-data capture and direct-to-dial. While the mobile players in the space are amassing and snatching up the most volume and inventory, consumers are looking for the most direct path to the content.

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