Mobile advertising hits the mainstream press

 In advertising

I am encouraged to see that more and more stories about mobile advertising are starting to appear in the mainstream press, and not just advertising and mobile industry trade magazines.

While I was sifting through my weekend reading, which consists of the Financial Times, New Media Age, Campaign, Marketing Week, The Daily Telegraph and the Economist, I noticed an article in the Economist titled “Madison, we have lift off“.

Quoting from the article

Perhaps most importantly, marketers are starting to work out which types of advertising work on mobile phones. Simple text-messages and banner adverts still dominate, but a more interesting idea is to spread the word using several channels.

It is refreshing to see that the broader business press are picking up on the fact that not only is mobile advertising coming, but it will become a key channel for brands to connect with consumers in the near term.

The Economist article signs off with

Advertising on mobile phones, like that on social-networking sites, presents risk and opportunity. The risk is that it can seem intrusive, since it appears in an intensely personal context. But that is also what makes it so attractive to advertisers—provided they can target their audience without seeming insensitive.

If we as an industry can strike the right balance – provide a benefit to consumers, along with the ability to connect relevant products and services with the right people at the right time – then mobile advertising is set to become the centrepiece in advertising as we turn into 2010 in my opinion.

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