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...