IM-Mobile

Ragnar Kruse, Kei Shimada & Cian O'Sullivan

Mobile advertising is rapidly growing worldwide as mobile handsets and browsers support both SMS text and banner displays,  while advertisers, publishers and application developers realize mobile’s potential to increase direct response and engagement in mobile marketing and advertising campaigns.

Several times a year, Smaato,  a pioneering mobile advertising firm, sponsors mobile industry roundtables around the world, inviting thought leaders, who work in mobile advertising, mobile application development, mobile services, venture capital and the media, to share innovative ideas and discuss the future of mobile technology and mobile advertising.

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Bryce Marshall, Director of Strategic Services for Knotice, a direct digital marketing firm in Akron, Ohio, recorded a role-play with me recently about integrating direct digital marketing strategies (mobile, email and Web) in retail. You’ll find the complete program notes, including links to further information about Bryce, Knotice and digital marketing on MobileBeyond.

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Gregg Stewart

Despite the growth in mobile advertising in the United States, when it comes to dividing up the advertising budget, mobile is traditionally allocated the smallest slice of the pie. This isn’t surprising considering that advertisers and their agencies, in many cases, are still waiting for “the year of mobile” to emerge.  Mobile advertising is typically seen by advertising agencies and brands, as in the early days of the Internet, as a digital advertising channel still in test mode.

However, since the release of the iPhone and other smartphones, brands are beginning to understand the unique, personal engagement characteristics of mobile phones and are testing multimedia marketing campaigns incorporating mobile.

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Tom Foran of Crisp Wireless

Visited any attractive mobile websites recently? Viewed any dynamite mobile ads? If so, Crisp Wireless may have designed it for your iPhone, BlackBerry or other smartphone.

Crisp Wireless has built 245 mobile websites and designed mobile advertising campaigns for major media and entertainment companies, including CNN Money.com, Time magazine, Paramount, USA Today, A&E Television Networks, Discovery Communications and National Public Radio.

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Chapter one.

It’s Sunday morning and the newspaper arrives. Thud. You walk out to your driveway, bend down, grab the paper. All the ad stuffers fall to the ground. You pick them up, grumbling. Carry two pounds of newsprint into the house. Coffee drips. You settle on the couch to catch up on all the news, sports, obits. Whatever you missed that week while you were putting out fires at the office. You stare at the ads–mountains of glossy and non-glossy paper. Many cut trees, you think, as you ditch all the ads (except Best Buy, of course.)

Chapter two.

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