Changing channels
Rob O'Regan
THIS IS WHAT YOU'VE BEEN YEARNING FOR
One consumer, fully engaged with a short video linked to your brand, forwarding it to friends, and sharing information with you as the relationship deepens. The interaction is personal because it takes place on the most coveted consumer electronics device: a mobile phone.
If only video advertising over cell phones were that simple. In truth, the mobile marketing universe is a complex ecosystem of multiple channels, emerging technology, and an intricate web of potential partners (see “A Complex Ecosystem,” page 60). It is one in which wireless operators are...