Acision and OgilvyOne share 2020 vision on mobile advertising

Acision and OgilvyOne have announced their 2020 vision for the mobile advertising industry, launching their joint ‘Mobile Advertising - 2020 Vision’ white paper. Acision and OgilvyOne formed the 2020 vision as part of their ongoing alliance; enabling industry players such as the mobile operators, brands and media/advertising agencies to deliver targeted digital marketing and advertising.

At a time when mobile advertising is still in its infancy, the white paper looks at the journey towards 2020, the challenges the industry will face and need to overcome, and the ongoing transformation that will take place. The predictions for 2020 include:

1. How the advertising agency will transform from being brand led to one which  incorporates the consumer into the communication process
2. How Consumers will evolve from having adverts ‘pushed’ to them, to being able to select what information they want to receive
3. Why Mobile operators will segment; some will gravitate towards providing only services, which may well be offered via an ad-supported model whilst other operators will excel at being the bit pipe and provide that capability to the service providers.

In 2020 mobile advertising will have become mobile directed advertising. It will be about more collaboration with the individual and individual’s control. Consumers will decide where, when and on what screen they receive a chosen advert with the device becoming a technological representation of them. Adverts will transform to initiate two way dialogue with that individual.  All players in the mobile advertising value chain will need to recognise this and embrace it.

“Although mobile advertising is currently an embryonic market, its potential remains clear”, said Jo Wall, Proposition Manager, Mobile Advertising, Acision. “Acision believes that mobile operators hold the knowledge, which if properly deployed, will establish operators at the heart of the mobile advertising value chain transforming mobile advertising into a strategic multi-billion dollar industry for all parties involved.”

The complete white paper is available to download here.