Mobile

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.

Youths are signing up to have pitches, photos and links to websites sent to their multifunction mobile devices.

The key for mobile adoption, specifically mobile video adoption, is coverage and cost according to several reports. Vantrix, a mobile video company is trying to increase mobile video adoption by optimizing video for advertisers and offering consumers free content. Rather than asking users to pay for video clips, Vantrix subsidizes the cost by running ad campaigns within them.

Adobe launched a new community development project on Thursday aimed at using its Flash and AIR (Adobe Integrated Runtime) technologies to create a consistent application interface across all devices -- whether they are smartphones, PCs or set-top boxes.

Mobile TV and video firm QuickPlay has partnered with Amobee, which provides mobile advertising, to launch a mobile ad platform for video. The service was first implemented on Vodafone Italy's FreeVideo service. Amobee says Vodafone Italy's 3G users were able to freely access a plethora of "high-quality, local and branded video content" as a result.

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.

Your classic old-school impulse buy: you see a Kit Kat at the checkout line and you help the retailer make a few easy pennies. The impulse buy of the future? You hear a song on the radio and whip out your cell phone to buy it with a text message. Amazon's TextBuyIt platform enables just that. You can now send a text to "AMAZON," and input the name of a product. Amazon returns options with a purchase code for each. Text back with the code, confirm your Amazon account, and voila!, your package is soon on its way. I'm envisioning major co-op opportunities here. Incorporate a "buy code" with a video ad, and phone users could complete a purchase in less than a minute. Ka-ching!

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.