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Mobile Advertising & List of Mobile Ad Companies

January 4, 2010

(Bio)  Does your communication, marketing, crisis communications and social media outreach plans include the new Mobilution or M-Commerce?  More specifically, will you be performing Mobile/Cell Phone Advertising or SMS/MMS outreach for this year?   In 2009, the Mobile Internet was pretty much  mainstream. With the spread of affordable 3G networks around the world (4G is available too), mobile Internet usage has become mainstream, no ifs and or buts about it.  In many markets close to 50% of people are now accessing the mobile internet regularly.  Along with mobile applications, access to the mobile Internet is what is driving the fundamental change in people’s attitudes toward mobile – it is no longer just for talking and texting, it is now becoming a factor in almost every facet of their daily lives.

 In November 2009, the Mobile Marketing Association updated its definition of Mobile Marketing:Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network. 

 Marketing on a mobile phone has become increasingly popular ever since the rise of SMS (Short Message Service) in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content. Over the past few years SMS has become a legitimate advertising channel in some parts of the world. This is because unlike email over the public internet, the carriers who police their own networks have set guidelines and best practices for the mobile media industry (including mobile advertising). The IAB (Interactive Advertising Bureau) and the Mobile Marketing Association, as well, have established guidelines and are evangelizing the use of the mobile channel for marketers. While this has been fruitful in developed regions such as North America, Western Europe and some other countries, mobile SPAM messages (SMS sent to mobile subscribers without a legitimate and explicit opt-in by the subscriber) remain an issue in many other parts or the world, partly due to the carriers selling their member databases to third parties

By 2010, an estimated 2.3 trillion text messages will be sent and delivered globally. All of this completely redefines, “Let Your Fingers Do the Walking” The current opportunity of mobile marketing includes the following stats:

  • 200+ million Americans carry mobile phones—over half of the country’s population
  • Cell phones are used by over 3.1 billion people globally
  •  40% of major brands have deployed text messaging (SMS) campaigns
  • 18% of major brands have deployed multimedia messaging (MMS) campaigns (Source: Airwide Solutions independent survey of 50 brand name companies)
  • The global mobile advertising market will be valued at over $16 billion by 2011
  • In August 2007, nearly 40 million US consumers received SMS advertisements, and 12 percent responded to them (Source: M:Metrics, Common Short Codes: Cracking the Mobile Marketing Code)
  • A survey of 2,400 moms reveals that the single most important tech gadget in their lives is the cell phone (23%), followed by the Internet (21%) and the digital camera (19%)  

Mobile marketing via MMS

MMS mobile marketing can contain a timed slideshow of images, text, audio and video. This mobile content is delivered via MMS (Multimedia Message Service). Nearly all new phones produced with a color screen are capable of sending and receiving standard MMS message. Brands are able to both send (mobile terminated) and receive (mobile originated) rich content through MMS A2P (application-to-person) mobile networks to mobile subscribers. In some networks, brands are also able to sponsor messages that are sent P2P (person-to-person). A good example of MMS mobile originated Motorola’s ongoing campaigns at House of Blues venues where the brand allows the consumer to send their mobile photos to the LED board in real-time as well as blog their images online.

In short the Recession Drove Big Changes In US Media Consumption Habits  Some of the key findings released by Deloitte included:

  • 72 percent of Americans report that they have been forced to reduce their purchases of other entertainment products like movies, concerts, sporting events, DVDs, CDs andvideo games.
  • 70% of U.S. consumers rank watching TV in their top three favorite media activities. And when ranked alongside activities such as surfing the Web, listening to music or reading, 34% of Americans place it at the top of the list – a 26% increase from last year.
  • One-third of surveyed consumers use their mobile phone as an entertainment device and 47 percent of smart phone owners identify the device as one of their three most valuable media and entertainment products — a significant increase from 20 percent last year.
  • Forty-eight percent of those surveyed have data plans for their mobile phones and 42 percent are using their phones to access the Internet.
  • M-commerce has become a reality, with some 15% of consumers saying that they have purchased some product by mobile.
  • Nearly 60 percent of U.S. homes now own a video game console, a large increase from 44 percent three years ago. Interestingly, this growth is being largely driven by Generation X consumers (ages 27-43) and Baby Boomers (ages 44-62).

Here are a couple of tips.

  • Look at your existing customer datebase. Yes, those email lists are still important. But, I would now like you to focus on developing a cellular list.
  • Then on your blogs, websites, email campaigns develop some strategies on how to build a SMS database. For example consider some of the following:


  •  Text-2-VIP Customer ClubText-4-Updates
  • Text-2-Win
  • Text-2-Vote
  •  Text-4-Rewards & Money
  • Text-4 Surveys

Remember that these campaigns shouldn’t be limited to just your existing customers but internal and potential customers.

For example, the average restaurant has more than 30 employees that need to know what’s going on, what needs to get done, and when an open shift needs to get filled. If you have employees, sales teams, soccer team, stakeholders, or constituents – your communications plan needs a strategy here as well. Did you know if you load everyone’s phone number say into a calling tree group on your cell phone, Yahoo Folder, or through your Ping.fm account you can text  an about 140 character message in a matter seconds.


Why? Well, whether you are running a contest, or offering rewards or not – consistent promotion of your new MOBILE VIP CLUB will grow your database and yield rewards to you and your customers for years to come. The key concept is EXCLUSIVITY.

Polls are another great tactic. Asking your customers what they prefer can add valuable profiles to your customer database and help you target future campaigns more precisely, maybe by area codes within a specific zip code geography.

It is commonly known that running contests is the absolute best tactic to building your database quickly.  No matter how big or how small the prize, people love to enter – and texting makes it fun and rewarding for the business and the consumer. Give a house away! Give a Vacation Away!

While it is still too early to be certain, but the acquisition of AdMob by Google for $750 million may be a clear signal  that mobile advertising does in fact have a very solid future, and that key companies in the industry have significant potential value.  (see article: AdMob Acquired By Google)

Are you ready for the Mobilution?  What are your strategic plans this year?

Below is a list of know companies who are doing mobile advertising campaigns. I am sure there are more out there, if some has a more comprehensive list. I would be most interested in the open sharing.  The original landline telephone or Plain Old Telephone Service [ (POTS) scroll down to read more deeply for data] and even payphones may soon become a thing of the past.  Entire countries economic strength is now being ranked by their broadband connectivity. Soon, that will be reflected by mobile connectivity, if it is not done so already. But, I digress, a bit.

Well, if you have read the entire blog psot and you would like to be in my cell directory, I can forward a short SMS messages about communication blog updates, when you are not tied to the computer.   Nothing fancy here, but its a start for those who want updates. Just add your name and “digits ” here.

Here is a list of known companies performing mobile advertising services (alphabetic)

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  1. February 11, 2010 at 3:29 pm
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