We are delighted to introduce our new technology editor, Jamie Riddell, an acknowledged digital marketing expert. In this, his first article for DMI, he takes a close look at mobile advertising and discusses the latest innovations affecting the channel.

There have been many years that we have called ‘the year of the mobile’ so why is this year set to be any different? Well, there has been a lot of activity already which could explain why.

Google started 2010 with the launch of its own Android phone to much fanfare early in January. Initial take-up hasn’t been great, compared with the iPhone, but this shouldn’t distract from the significance. As growth in search use starts to plateau, Google is working hard to boost the channels in which it can sell advertising and retain customers. The Chrome Browser, the imminent Chrome operating system and the Android platform are all long-term methods for Google to connect with the audience on a growing variety of platforms.

The purchase in late 2009 of AdMob, the major mobile advertising firm, by Google was also a clear sign of its intention to capture the mobile advertising market. This purchase, in November, also coincided with the introduction of mobile tracking within Google Analytics, allowing site owners and advertisers a better picture of how their sites were performing on mobile platforms.

Not to be outdone, Apple announced the purchase of Quattro Wireless in early January. Quattro, which delivers more than four billion mobile impressions a month onto iPhones and other mobile devices, can be seen as a logical extension for Apple to greater control the advertising messages appearing on their market leading phones.

But it doesn’t end there. As the month came to an end, so the much talked about iPad was finally revealed. The iPad, which will have both wifi-only and 3G models, can be seen as the potential bridge between the fledging mobile advertising market and the booming online advertising market. The larger screen has the potential to deliver more ‘traditional’ display advertising and more interactive content, although the lack of Flash will hinder an immediate extension of display advertising to the platform. Advertisers already working on the mobile platform will be comfortable with the limitations and can look forward to greater space to innovate.

A recent Gartner survey predicts that Google’s Android mobile operating system will become bigger than Apple in 2012, while emarketer expects mobile advertising in the US to reach $1.56billion by 2013, a substantial leap from the $416 million spent in 2009. A sign of the riches to be had for mobile companies and advertisers over the coming years?

Google and Apple will no doubt continue to compete in this highly competitive market, which can only mean good news for the consumer. if the iPad can inspire like the iPod, and Google can offer benefit to its customers on Android, then we are set for a time of great focus on the mobile as a channel.

Despite its relative size, versus online advertising, the market, audience and technology for mobile advertising is already in place. Smart advertisers will already be testing these channels in anticipation of greater opportunities in the future. Perhaps this is the time for us all to test mobile for the potential of a very large and successful roll out . . .

Since 1996, Jamie Riddell has been at the forefront of UK digital direct marketing. He made his name as the far-sighted, entrepreneurial co-founder of Cheeze Ltd, now part of DMG PLC, the UK’s largest Digital Marketing Group. Now independent, Riddell comments on the emerging trends of the digital market with a perspective on the business end of technology.

A passionate music fan, you can find him here on Twitter and on his own blog.