Personal advertising on mobile

More than 4.7 billion people around the world now have a mobile phone. Each of them represents an accessible consumer for direct marketing campaigns. During the Mobile World Congress (MWC), held last week in Barcelona, ​​several innovative solutions were presented to efficiently deliver personalized and interactive messages to each of these users.

Today, mobile marketing is part of all serious marketing plans in one way or another. In addition to being the most massive medium in the world, the mobile phone is personal. It allows operators, advertising agencies and advertisers to establish a personalized dialogue with the user and take segmentation to very high levels.

This medium is interactive, it gives brands the possibility of dynamically intercommunicating with the user to gain loyalty, promote new services and transform advertising into consumption.

Technological advances offer new instruments to take even more advantage of this interrelationship. In addition to classic advertising by SMS or web banners, there are new forms of non-intrusive advertising that combine leisure and advertising, breaking the traditional direct link between the product and the consumer. In addition to the essential attractive power of the graphic interface, the important thing remains the simplicity of use, usefulness or fun. Advergaming or augmented reality offer this positive experience of interaction with the user and thus extends the time spent on the product.

New open platforms such as the iPhone and applets, or the convergence towards the Internet, represent a sure success for new business models, constituting a new way of monetizing the flow of information.

En masse, from you to you

The mobile phone is the only mass medium that allows you to connect with anyone, at any time, anywhere. In this global ecosystem, local media agencies can monetize advertising on an international scale through inventory aggregators of local operators in multiple countries. In Barcelona it has also become clear that geomarketing also offers mobile users great opportunities to locate offers in a dynamic and even playful way.

Communication models offer every day greater possibilities of reaching the consumer directly and interactively. Brands and media agencies have to adapt their advertising campaigns and integrate this means of personal and mass communication in the best way. We cannot finish without mentioning the growing and necessary integration of communication with social networks, especially for young audiences.

Many of these issues will be addressed in depth at the conference that Actuonda, a company dedicated to supporting innovative broadcast solutions in the Spanish and Portuguese markets, in collaboration with experts from the mobile advertising sector and operators, will hold in April in Madrid.

During the MWC, Panorama Audiovisual interviewed specialists from different innovative companies that integrate technological evolutions within the world of mobile telephony consumption, such as Gemalto, Alcatel-Lucent, Unkasoft, Zed Group, Out-There-Media and Smaato.

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