November 8, 2004
Marketing for the Third Screen
The NY Times looks into marketing on cell phones.
"Marketers, agencies and technology companies are already working on ways to use the latest cellphone technology to go the other way, and beam their messages to consumers on their cellphone screens, sometimes called the "third screen," after television and computer screens."
[...] With video and the proper approach, cellphone marketing will become even more personalized than the Internet, said Lou Schultz, chairman of Boomerang Mobile Media in Sarasota, Fla. "We can take the phone and connect it to the Internet," he said. "Then you'll be able to provide branded content over the phone on a video basis to customers that want it."
"You can custom-make television shows down to the individual," Mr. Schultz added. Programming of any kind - like technology reviews or travel guides - could last five minutes or an hour. "A marketer can give full video exposition of his or her products," he said. "That's the land we're headed into."
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