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« Crunching numbers for iPhone: benchmarks, regional and quarterly, to reach 10 Million | Main | so now iPhone, then what? Your mobile media strategy »

June 25, 2007


Tapio Korjus

Interesting stuff.
Please send me a copy of the white paper.

Thanks in advance,

Jos. Birken

Would very much appreciate a copy of the paper,


Brian Dunlop

Please send me a copy as well. Thanks

Benedikt Hanswille


can you please send me the report, too.



Wednesday Keller

I'll take a copy as well, please and thank you.


I am yet to read the paper, but whilst I applaud and am in awe of Admob's achievements, my initial thoughts are more cautionary. Admob look to be on a run rate of, say, 10bn ads/year, which if we assume an average fee of $0.20 will generate $2bn per year in revenue. This is an incredible achievement for Admobs (oh I wish I was there!) but objectively this is an infinitesimally small step for the media industry as a whole. ie 0.3% of global ad spend. Even if we assume Admob has 20% share of global mobile ad revenue (a wild guess on my part) this would mean the 7th mass media is representing 1.5% of media spend.More significantly in response to some questions I raised on the Oxford Forum it's clear this spend from a brand perspective is very fragmented. So looking at this phenomena from a brands perspective (and I'm afraid we have to do this) the amount of budget allocated to this media is tiny. Of course it is early days, but there are some serious structural issues which in our euphoria over this remarkable phenomena, we are in danger of overlooking.
I have posted a couple of pieces on this recently on In essence the most fundamental issue is the mass distribution characteristic of broadcast and print (who command the lion's share of media spend). Whether it be the morning edition of the Sun, or the ITV 10 o'clock news, both reliably deliver an audience measured in millions which can be packaged and sold by media sales houses to brands eagerly looking for simple risk free outlets for their vast marketing budgets.
Until either mobile can offer advertising real estate on a scale to match TV and print (and scale is not measured solely in number of devices), or the model for buying, selling and measuring advertising changes radically, mobile is not ready for prime-time.
Of course I may change my view once I've read your paper!


Please do send me a copy of your whitepaper.





Plz do send me a copy of whitepaper

Thnx & Rgds,

Neil McClure

i would welcome a copy of your paper on Mobile as 7th Mass media

Jeroen Stumpel

Very interesting!

Could you please send me a copy of this whitepaper?

Jeroen Stumpel

Andy Zain

Hi Alan,

A very interesting insight. Can I have a copy of the paper please?

Thanks, Andy

Alan moore

Dear all,

For those of you that have not received the whitepaper - that is because I have not received your contact details.

please email them to me

alanm (AT) smlxtralarge (DOT) com


Inken Petersen

sounds really interesting.
Please send me a copy :-)

Inken Petersen

sounds really interesting.
Please send me a copy :-)

Matt Pollitt

Hi, i'd be really interested in having a read of your white paper.

many thanks in advance


pieter vandekerckhove

I would love a copy. Keep up the great posts, I realy enjoy them! Thanks very much.



Please send a copy, great work!


Please send me a copy. Thanks.

Praveen Rajan

Alan, great piece - very well articulated!

I'm very keen to read the SMLXL whitepaper.

Kong Yoke Mun

Hi Alan, please send me a copy of the whitepaper on Mobile as the 7th of the Mass Media. Thank you.

The comments to this entry are closed.

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