|Free Mobile Advertising Whitepaper Issued by MultiMedia Intelligence with iHollywood Forum|
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.
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
About iHollywood Forum
For more information, contact:
Rick Sizemore, Chief Strategy Officer
Phone: (480) 308-0901;