As companies give mobile advertising a try, many are focusing on search ads, because they have worked so well online, according to the Wall Street Journal.
After years of sticking largely to mobile display or banner ads, advertisers including Marriott International, Honda Motor and 1-800-Flowers.com have boosted their spending on mobile search ads, according to a story in the Wall Street Journal.
Written by Jessica E. Vascellaro and Emily Steel, the story says search ads can be targeted to specific consumer requests, and are more easily measured and less intrusive.
The same pattern has played out in the PC world in recent years, the story says, as marketers have shifted money toward search ads and awary from areas like display ads. The trend is being driven by adoption of high-end phones like Apple’s iPhone, which have full Web browsers and are being used to do everything from search for the nearest restaurant to make a hotel reservation.
Revenue from advertising associated with search results on mobile phones is expected to rise to $129 million this year, from $99 million in 2008, the story says. That compares to $94 million for mobile display advertising this year.
WSJ Online subscribers may read the full story here.