Posted in marketing, mobile, online advertising, web business

Mobile media portals

Many Americans use their cell phones mainly to make calls and text. For those who do attempt to surf, the mobile Web experience is a challenge at best. And for advertisers, buying mobile remains laborious.

However, AOL last week acquired mobile ad network Third Screen Media, Boston, less than two weeks after Microsoft landed Paris-based ScreenTonic. Earlier this year Yahoo! launched its own mobile network.

Why is mobile media so hot? Analysts point to a confluence of factors, including rising adoption rates, improving technology and even the ongoing acquisition fury in the online ad business. eMarketer, New York, claims that while just $421 million was spent on mobile media last year, that figure could hit $4.8 billion by 2011.”

Mobile Web is starting to reflect the overall population,” said John Hadl, CEO at mobile consultancy Brand in Hand, Santa Monica, Calif., whose clients include Procter & Gamble. Although research places the user base for mobile Internet in the neighborhood of 30 million, “a mass audience is starting to build,” said Hadl. He said clients who have tested mobile campaigns are seeing solid results and are starting to come back for second and third buys.

The medium has a way to go. But analysts feel that specialty firms like Third Screen and ScreenTonic, which have spent years building mobile publisher relationships and working out the ad kinks, are in a favorable position to capitalize on the growth—particularly when aligned with portals like AOL and MSN. “They’ve hacked through the jungle already,” said John Gauntt, an analyst at eMarketer.

Another driver may be the ongoing merger/acquisition mayhem in the online ad business, where formerly low-profile firms such as DoubleClick and 24/7 Real Media are commanding staggering prices. “Now is the time to get these assets before they get into that10-figure range,” said Gauntt.

New Media: AOL, Microsoft Lead Mobile Media Charge

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I am a data & results driven Digital Media Influencer with over 15 years of experience in engagement, family marketing, scaling infrastructure and audience culture across a product’s lifetime from pre-launch to millions of users. Strategic Vision & Business Development: • Articulated corporate integrated digital marketing strategies for 10 children’s entertainment properties across multiple digital channels • Authored a comprehensive business plan for scalable online community infrastructure for internal and external partners and successfully participated in a thorough VC due diligence process • Increased sales revenue by 20% while managing 6 million dollars of annual revenue in existing business services. Production & Project Management: • Developed multiple 2D & 3D multi-player virtual worlds, online games & apps based on repurposed/original assets • Produced 12 animated 2-minute shorts for broadcast on television & developed animation production department workflows • Launched multiple major website redesigns to include more fan interaction • Led workflow & process optimization teams to improve operational effectiveness/productivity. Audience Engagement & Research: • Developed domestic and international audience research programs both on & offline for both parent and children audiences • Grew multiple audiences from pre-launch to tens of millions by using organic, as well as established marketing tactics. Team Management & Relationship Building: • Designed team management & organizational structures for multiple Web Content and Web Marketing departments including international remote teams of staff in North & South America, Europe and Asia. • Managed teams in multiple disciplines, including customer service, social media engagement, production, moderation, marketing, design, tech and content development. • Extensive client, vendor and partner management experience in television, licensing, digital, e-commerce & customer service industries

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