Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

MOBILE INTERNET USE ACCOUNTED FOR 10.1 PER CENTOF MEDIA USE IN THE US AT THE END OF LAST YEARBUT ATTRACTED ONLY 0.9 PER CENT OF THE TOTALMONEY SPENT ON ADVERTISING, ACCORDING TO USRESEARCH FIRM EMARKETER. PANDORA, WHICH SEES70 PER CENT OF ITS USE ON MOBILE BUT GETS ONLY ATHIRD OF THE ADVERTISING YIELDS THERE COMPAREDWITH WHAT IT RECEIVES ON THE WEB, IS ONE OF MANYADVERTISING-BASED INTERNET COMPANIES TOSUFFER.THIS MAKES THE EMERGENCE OF THE MOBILEINTERNET A REPLAY OF THE DOTCOM ERA, CLAIM MRKENNEDY AND OTHER EXECUTIVES: ADVERTISERSWILL INEVITABLY FOLLOW, ONCE THE MEDIUMMATURES.―THERE‘S NOTHING DIFFERENT HERE FROM WHATHAPPENED WITH THE INTERNET,‖ HE ADDS.WALL STREET AND SILICON VALLEY ARE BOTH HOPINGHE IS RIGHT – AND THAT THE MOBILE WORLD IS NOTDESTINED FOR ITS OWN VERSION OF THE DOTCOMBUST BEFORE THE PROMISED PAY-OFF ARRIVES.FOR NOW, ADVERTISING RATES ARE ―TERRIBLE‖, WITHCPMS, OR COST PER THOUSAND VIEWS, RUNNING AT 35-40 CENTS, SAYS MATT MURPHY, WHO RUNS THEMOBILE START-UP FUND AT VENTURE CAPITAL FIRMKLEINER PERKINS. THAT COMPARES WITH RATES THATARE AS MUCH AS 20 TIMES HIGHER FOR PREMIUM WEBSITES. WITH ADVERTISING THE LIFEBLOOD OF MUCHOF THE PC-BASED WEB, THAT HAS LEFT A YAWNINGCHASM FOR MANY COMPANIES TO CROSS BEFORETHEY CAN CASH IN ON THE LATEST INTERNET BOOM.―A YEAR FROM NOW, THE VAST MAJORITY OF TRAFFIC[FOR MANY INTERNET COMPANIES] WILL COME FROM224