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"Call to Action" Mobile Advertising Reaching $419 M by 2012

The combination of mobile TV and the inherently cellular back channel are creating a new category of advertising known as "Call to Action" advertising, according to recent research by MultiMedia Intelligence. Call to Action advertising was virtually non-existent in 2007, but the specialty advertising market will grow to $419 million in worldwide advertising revenue by 2012.

Call to Action advertising has special promise. A call to action is a feature that allows one to get more information or to communicate with the advertiser while the advertisement is playing. For example, if you see an advertisement for the latest car, you would press the call to action button and an SMS text could be sent to your phone with the nearest dealership or a dealer could send you more information.

"The cell phone is inherently an inferior entertainment platform when compared to other media devices like TVs," according to Frank Dickson, Chief Research Officer for MultiMedia Intelligence. "However, the cell phone is inherently a superior portable communications platform. It allows the possibility for TV advertising outside the home as well as creating a new form of advertising, Call to Action advertising. Call to Action leverages the built in return channel of the handset to deliver advertising beyond the capabilities of the existing living room TV experience."

MultiMedia Intelligence also found that:

  • Total Mobile TV and Video advertising revenue, including "Call to Action" advertising, will exceed $1 billion by 2012
  • Regionally, Call to Action advertising will be driven by the North American and Asian markets. Asia tends to lead in driving new applications. North America tends to lead in driving advertising.
  • Consumers are demanding more personalization and entertainment content on their mobile phones, driving mobile TV and video subscription revenue to almost $3.5 billion in 2008. By 2012, mobile video and mobile TV will exceed $14 billion
  • Mobile TV ARPUs are much higher in North America and Europe than Asia due to the lack of free-to-air alternatives.
  • With the combination of a large wireless subscriber base and free-to-air alternatives, Asia has the vast majority of all mobile TV subscribers. By 2012, Asia will have two thirds of all mobile TV subscribers. [FierceWireless]

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