December 11, 2003
Video mobile advertising: Don't repeat the SMS mistakes
Video-enabled handsets are set to grow at a rate of 50% over the next few years, with 88% of all handsets sold globally to be video-enabled, according to Media Week which offers some advice to advertisers, warning them not to make the same mistakes as with SMS advertising, generally disapointing people because they are expecting a personal message instead.
"Video mobile, on the other hand, has the advantage that the consumer can actually enjoy and be entertained by the video content.
For example, one avenue could be to generate brand awareness through sponsorship of video clips. Many mobile phone users would quite happily pay to receive a funny video clip of, say, the “Eye of the Tiger” Pop Idol reject, sponsored by Nestlé, or Kylie's latest single – brought to you by Coca-Cola.' And then there's the viral marketing element to it – if they find the content compelling enough, they'll then happily forward it to their friends at a minimal cost."
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