Changing channels

This article discusses advertising on mobile phones through the provision of video content. The prospect of forming engaging relationships with a young market that is hard to reach by other means is attractive to marketers, but the medium is increasingly complex, and there are dangers: for example, it is easy to become too intrusive, or simply transferring TV content and styles of commercial, which will not work.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands