SCOTTSDALE, Ariz. Nov 16, 2007---Trends in both the advertising industry and the wireless industry are driving the emergence of a vibrant, albeit nascent, mobile advertising market...
according to a white paper by MultiMedia Intelligence and sponsored by iHollywood Forum.
The white paper, "Advertising Goes Mobile" asserts that advertisers and media companies are seeking new advertising channels as consumers shift their media consumption behavior and can be downloaded at http://ihollywoodforum.com/mobile_ad_whitepaper.php or at whitepaper download
A variety of trends are aligning to create the "perfect storm" in traditional media and advertising. An array of new channels, platforms and networks are enabling new ways to reach consumers. Meanwhile, many traditional advertising channels are becoming less effective as a result of time shifting content, changing media consumption behavior, and growing consumer expectations for control and personalization.
The mobile industry is also facing a shifting landscape. Traditional mobile voice services are seeing increasing commoditization, as many developed countries approach 100% subscriber penetration. Voice ARPU (average revenue per user) is falling. Mobile operators are driving toward an increasingly rich array of data services to sustain growth. Mobile handsets are becoming increasingly powerful media devices, capable of providing a rich media (and advertising) experience. Finally, the Internet is converging with mobile devices and mobile networks.
With advertising as a prominent business model for both media and the Internet, the emergence of mobile media and mobile internet will drive mobile advertising.
"The traditional media industry is under assault from rapidly changing technology and user behavior," according to Rick Sizemore, Chief Strategy Officer for MultiMedia Intelligence. "The digital video recorder has empowered consumers and is toppling traditional TV advertising models. The result is advertisers putting their cross-hairs on the world's 3 billion cellular subscribers. New cellular based advertising techniques will not only deliver display ads but also integrate community, participation and interactivity into the media experience."
MultiMedia Intelligence's whitepaper, "Advertising Goes Mobile," is free for download and available at http://ihollywoodforum.com/mobile_ad_whitepaper.php or whitepaper download.
iHollywood Forum produces conferences on digital and mobile content and advertising. The next relevant summits are Digital Living Room, March 18-19 in San Francisco; and MoTV Mobile TV and Advertising Summit produced in association with NAB, the National Association of Broadcasters on April 16, 2008 in Las Vegas. Speakers are now being accepting for both events. To submit speakers, send speaker submissions to
. View all events at www.ihollywoodforum.com.
The whitepaper examines the emergence and impact of mobile advertising in the context of both the mobile industry and advertising industry. Distribution of the whitepaper is sponsored by iHollywood Forum.
About Multimedia Intelligence
MultiMedia Intelligence specializes on the markets and technologies for delivering IP-based video to the 'Nth' screen. Looking beyond the classic 'three screens,' the company provides a multi-platform, ecosystem-based perspective. Our research and market development services help companies involved in monetizing content and enabling digital media distribution.
About iHollywood Forum
iHollywood Forum, Inc. is the leading producer of conferences and forums on digital and wireless entertainment. Our cutting-edge conferences consider topics such as online music and film, mobile entertainment, IPTV, digital cinema, games, interactivity in television, marketing and advertising, and much more. We offer diverse opinions on the most compelling issues facing the industry, with a particular emphasis on discussing the viability of new business models. Our monthly summits and dinners typically attract 300-800 distinguished entertainment and technology professionals. View at www.ihollywoodforum.com or call 301 566-7742.
For more information, contact:
Rick Sizemore, Chief Strategy Officer
Phone: (480) 308-0901;