Marketing - Mobile

A little known piece of media history is that actual TV programming started a good decade before the platform grabbed American audiences in the later 1940s and early 1950s.

As we enter into 2008, I have to ask the question: When will mobile become a real consumer platform?

Personalisation and interactivity will be the key drivers of mobile TV according to a new report commissioned by Nokia and conducted by Dr Shani Orgad from the London School of Economics. The report, titled 'This Box Was Made For Walking', examines the future impact of mobile TV on the broadcasting and advertising industries.

RCS announced that it is working with Nokia to roll out the next generation Visual Radio experience to radio listeners and cell-phone users worldwide. Visual Radio enables mobile device users to receive FM radio broadcasts with fully synchronized interactive graphical content.

The mobile industry seems to be responding to recent criticism that, as a marketing platform, it just doesn't offer the kind of reach traditional media buyers need.

Some 65.5% of respondents were 18-34-year-olds, with broad demographic reach into various sub-segments, according to the third-quarter survey that covered more than 2,000 mobile.

Numerous sites that target African-Americans have audience compositions in excess of 50% of that elusive 18-34-year-old demographic, whereas the ethnic group comprises only 6.3% of the mobile population, according to M:Metrics.