Jan
4
Written by:
Dave Taub
1/4/2008 1:14 PM
As the next generation of ad spending continues to move from traditional media (radio, print, television & outdoor) to internet and search advertising, a new player is emerging…mobile media. Unlike traditional media, mobile media brings together the internet, texting, video, gaming, music and much more.
Strategy Analytics is forecasting advertisers will spend $1.4 billion on mobile media in 2008. So, why all the mobile media buzz ? Well, one of the major selling points of mobile media is that it is extremely personal. Ask anyone and they’ll tell you that aside from their American Express card, they don’t leave home without their mobile phone. And, because most people carry their mobile phones with them everywhere, mobile media is a high value advertising medium that, when properly executed, can deliver superior relevancy.
With increased relevancy, advertisers can deliver more than advertising, they can build brand opportunities. Take for example mobile wallpaper delivered to your mobile phone via your favorite beverage brand or a ring tone supplied courtesy of the season’s newest blockbuster film. Because mobile advertising uses customer profiles and habits to deliver targeted messaging, advertisers can use mobile media to create brand affinity and reinforce brand messaging.
Millenial Media is another company taking mobile media to new heights. Millenial Media brings MySpace Mobile, the largest online social network, to the mobile Web, offering precise demographic targeting so advertisers can now reach virtually anyone. With this portable marketing medium, marketers get instant action in response to their advertising, in turn giving consumers the ability to link to a website, request more information, refer a friend or sign up for a trial offer anywhere, anytime. Imagine mobile phones with satellite positioning technology used to alert consumers of the charms of a particular shop or restaurant as they walk or drive by.
Be on the look out for mobile advertising coming your way soon!
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