The Hottest New Media Platform of 2007 Is Right in Your Hand

• Posted: Thursday, January 11, 2007
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• Author: pradhana
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• Filed under: Advertising, Marketing, Mobile Advertising

Mobile phones started as simply another way for people to say hello to one another, but they may soon have a profound impact on the way all advertising channels interrelate.

Massive pure-play mobile marketing campaigns will be thin on the ground during 2007. Far more prevalent will be cross-media plays where the direct response capabilities of handsets provide the punch line to a rich media setup in other media such as television, radio or print.

"This year, one of the main challenges for marketers and carriers will be how to evolve a mobile consumer culture that accepts and responds to advertising," says John du Pre Gauntt, eMarketer senior analyst and the author of the new Mobile Marketing and Advertising report.

"This will entail knowing what to attempt — as well as what they should definitely not attempt."
eMarketer predicts that the global market for mobile marketing and advertising will grow from about $1.5 billion in 2006 to $13.9 billion in 2011.

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