Mobile

Imagine holding all TV programming, movies and millions of user-generated videos in the palm of your hand—then add in a few spot ads. When it comes to justifying serious investments in mobile video and television advertising, marketers are struggling.

DIRECTV customers nationwide are embracing a new way to remotely record their favorite shows to their DVRs with the DIRECTV DVR Scheduler. This week, the DVR Scheduler reached a milestone with more than one million recordings scheduled remotely through the service.

At the New York Mobile Marketing Forum, JumpTap - the leading mobile search and advertising solutions provider - announced results from a new study commissioned from Research and Analysis of Media (RAM), on the effectiveness of mobile advertising.

2007 may not have been "the year of mobile marketing," but with the iPhone launch and other under-the-hood improvements, mobile marketers moved past the experimental stage. Still, compared to other interactive platforms, in 2008, mobile will remain small in overall spending.

According to a new report from The Nielsen Company, twenty-three percent (58 million) of all U.S. mobile subscribers say they've been exposed to advertising on their phones in the past 30 days. Half (51% or 28 million) of all data users who recall seeing mobile advertising in the previous 30 days say they responded to a mobile ad.

According to mobile entertainment company Limbo, telephone advertising is long on brand recall. Mobile-driven recall jumped 20 percent in the first quarter, with 41 percent of mobile phone users now remembering a brand that appeared on their phones. Unfortunately, Limbo also found that consumers with the most disposable income were least likely to remember the ads.

San Mateo based mobile phone advertising provider AdMob has passed the 20 billion ads served mark. Since March 2007, the company's monthly impressions have grown from 500 million ads per month to 2.5 billion per month. The client list includes Google and Yahoo, who use AdMob to advertise their services on mobile phones.

Mobile TV--it could have 210 million viewers and global earnings of $11.7 billion by 2011. But while transforming promise to profit is acknowledged to be a challenge, the service characteristics of personalization and convenience, driven by video convergence and supported by original value-added products, can create the compelling experience that's imperative to switch on and retain a loyal audience for mobile TV. The fundamental building blocks for mobile TV-standards and content-are falling into place.

Aegis forecasts a 6 per cent increase in global advertising spend for 2008 and a 4.9 per cent increase in 2009. This study also finds the highest growth in online spending.