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COMPLIMENTARY ADVISORY REPORT
| December 5, 2008 | Wireless Services - U.S. | Advisory Report | Analyst: Deepa Karthikeyan, Wireless Data Services Analyst As the recession compels advertisers to tighten their purse strings and look for media that will grant them a higher ROI, an increasing number of them are beginning to mull over the benefits of adding a wireless component to their promotional campaigns. The medium promises a high level of targeting and offers the ability to reach the consumer at the right place and right time - a crucial factor for relevancy. For wireless carriers, mobile advertising is an excellent means to leverage their resources and earn additional revenue via profit sharing deals with marketers. Mobile advertising further allows publishers and content providers to transfer the cost burden of their services to the advertiser which should help with traction and recent Current Analysis research indicates that wireless consumers are willing to view advertisements on their cell phones provided they are tailored to their tastes and they are rewarded for their time in the form of free downloadable content or coupons. So if mobile marketing appears to be a good solution for all related parties, why has it not exploded onto the wireless space? The main challenge experienced by mobile advertisers today is the lack of a proper system, as presently too many companies are involved in the process of creating a campaign, making the medium appear very cumbersome. As with any new platform, best practices and standards are still being established forcing wary marketers to wait this option out. It is at this junction where mobile marketing aggregators can help hasten the adoption process. These third-party companies exist primarily to act as a liaison between publishers, advertisers and carriers and have the requisite experience and technology that promises to help fill the holes. However, it's crucial for marketers to partner with an aggregator that fits the goals and requirements of their campaign well, which can be quite stringent due to the personal nature of this medium. This report helps break through the clutter by highlighting select mobile marketing aggregators that show promise and describes their business model and services offered. In the next installment of this series, we will analyze and rank these companies based on a few predetermined criteria. Key mobile advertising players discussed:
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A Look at the Key Players Current Analysis Offices |
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