No one watches commercials. Everyone downloads apps.

Advertisers are willing to pay vast sums of money to get their message out to the masses. However, the problem(s) facing advertisers today is that:

  • DVR killed the commercial.
  • Print advertising is mostly dead.
  • E-mail marketing is effective, but “delivery” is a problem that lives in your basement and won’t leave no matter how nicely you ask.
  • The jury is still out on Facebook and Twitter advertising
  • And then there’s the tried and true Google ad network. But according to a recent Google earnings report, clicks aren’t exactly what they used to be.

One of the biggest problems facing advertisers (and Google) is that user search is trending toward “vertical” search engines. If you want to search for cheap flights, you go to Kayak. If you want to search for “Christopher Columbus” you go to Wikipedia.

Favorite movie actor? IMDB.

Sports scores? ESPN.

Books, bikes, backpacks, clothing, electronics, or toothpaste? Amazon.

Porn? Well then yes, you would probably use Google.

So how do you reach your users when the audience is so fragmented? More importantly, how do you engage your audience? Simple: Apps are the next big media channel for advertisers.

To be continued…