Don't count out mobile

Re: 'Mobile: Forever the next big thing' (Dec. 10)

Dear Editor:

This article shows a lack of understanding of a new medium that companies are embracing because of the results it is generating. The results from mobile advertising in many cases surpass online companies and, at a minimum, increase the results of an integrated marketing campaign.

Some data:
1) Consumers are utilizing mobile applications more and traditional online media less, and the ads have more credibility, high consumer engagement, higher click-throughs and greater conversion rates.

2) Why would Google pay so much for AdMob -- a mobile ad network -- last month if there is not tremendous value in mobile media?

3) The average consumer engagement in sustaining (those that attract repeated use vs. one-shot usage) mobile applications exceeds 20 minutes per month.

4) In one year consumers downloaded applications 2 billion times just for iPhone and iPod Touch in North America. There were approximately 500,000 application downloads on other smartphones as well. The difference now is that consumers are validating and utilizing mobile. And mobile with location-based services and rich graphics is a perfect advertising tool for real estate. Get on board or you will be left behind.

James Hayden
Principal
Hayden Marketing
Seattle, Wash.

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