What are the Mobile advertising trends for 2009

According to until recently, the Web was built to ignore physical location.  Several recent developments make clear that, beginning in 2009, location will drive the next wave of innovation on the Web and on mobile where if he wants to search for a store nearby he not only gets the address of it but also the contact no. of that place beside which will be even more beneficial to the user, so this physical world connection was missing, so this will be the trend for sure in the coming days...

To me, in 2009, one will see significant increases in the online distribution and consumption of professionally-produced video content. This includes the mobile Web. And this video content will garner a majority of the video advertising spend. CPMs may contract slightly with broader distribution as audiences expect to find the content where they spend their time online. But with consumers in control and watching more video online and on mobile devices, overall CPMs will remain quite healthy for video advertising in top content.

Down economies focus more attention and diligence on understanding the drivers of performance for online campaigns. 2009 will see more mainstream adoption of view-through as a complement to traditional metrics such as click-through.

View-through—also referred to as post-impression measurement—is a method for gauging the impact of an ad that a consumer sees but does not click on. It works by recording the exposure of a consumer to a specific display ad, then measures when that consumer returns to the advertiser's site in a later session.

View-through gives marketers an ability to attribute value to the many impressions they deliver which do not immediately trigger an action.

With average click-through rates on wired Web display ads dropping below 0.1 percent on average, marketers are recognizing that view-through provides a more complete understanding of how campaigns really drive traffic and how impressions lift brand metrics such as awareness, favorability and intent.

View-through metrics would also enhance the tracking capabilities of banner ads deployed on mobile Web/WAP sites.

View-through conversion refers to a consumer who receives an ad impression or multiple impressions and does not click on the ad, but at a later point in time the same consumer performs a specific online conversion activity with the advertiser such as making a purchase, signing up for a service, registering to receive communications.

View-through is definitely gaining traction online as a better method for attributing the contribution to a consumer's purchase, and many mobile ad providers are beginning to recognize the power of view-through. However, without a universally applicable cookie to use as a basis for measuring the consumer's eventual action, today it is not feasible to measure view-through.

But definitely watch for more players in the mobile space to launch innovative mobile cookie solutions in 2009.