Consumers Ready for Mobile Music Marketing

• Posted: Friday, June 01, 2007
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• Author: pradhana
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• Filed under: Mobile Content

Full-track downloads are the tip of the iceberg.

Mobile audio listeners will listen to ads in exchange for free content, according to the Arbitron/Telephia "Mobile Audio Media Study," conducted in the fourth quarter of 2006.
For FM radio broadcast to mobile handsets, nearly 90% of those surveyed said they would accept advertising in exchange for free content.

The responses contradict the idea that consumers will not accept advertising in exchange for free content. This may be because compared with video, television, games or social networks, music lends itself to both mobile retail and an ad-supported business model.

Shrewd marketers are already using mobile handsets in their campaigns, making mobile audio sponsorship a natural next step.

For instance, live events are sometimes announced at the last minute over mobile to stir up audiences and drive extra download sales. Another potential mobile strategy for carriers and brands is to sponsor a platform for unsigned artists to submit their work to the mobile audience and have it rated.

The cost involved in bringing big acts to the live stage means that a marketing subsidy is a necessary additional revenue stream. Spending on music sponsorship in North America reached a total of $867 million in 2006, according to IEG.

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