| What is it? | | | | The distribution mechanism is usually via MMS or SMS |
| Mobile content is defined as interaction on mobile | | | | and WAP push, where a text message is sent with a |
| outside of peer to peer activities, mainly voice and | | | | download link. This is usually triggered by a request to |
| SMS. Content includes pictures, audio, video and | | | | a shortcode (five or six digit number) from the |
| applications all of which require storage or installation | | | | mobile user. |
| on the mobile handset. | | | | The means of promotion of this content are varied, |
| The growth in mobile content has developed from | | | | but are usually through tie-in's to media campaigns |
| the ring tone and picture background markets of the | | | | such as television, press or billboard advertising. On |
| early millennium, through to a more complex range of | | | | the mobile side, the operator portals are currently |
| content including video, games and applications. | | | | regarded as the main point for distribution, however |
| A combination of better handsets, improved data | | | | as more direct to consumer channels develop they |
| speeds and data pricing means that the level of | | | | will offer viable means of distributing advertising-led |
| content downloads are predicted to increase | | | | content. With this development there are an |
| significantly. | | | | increasing number of ad-funded content providers |
| With a many recent scandals connected to Premium | | | | connecting brands to both content and consumers. |
| Rate Messaging, there is a significant public distrust | | | | From an advertisers point of view the ability of |
| with this billing method for content. This presents and | | | | mobile targeted, location and time-sensitive content |
| opportunity to brands who are able to fund content | | | | could make it an attractive proposition. |
| and delivery it to the mobile user for free. | | | | So far, content funded advertising has been slow to |
| Conversely, whilst direct marketing to mobile through | | | | take off and meet the predicted levels, however a |
| is increasing, many users and some brands see this | | | | number of recent campaigns have shown the |
| as intrusive. Ad-funded content offers brands a | | | | possibilities. |
| different relationship with the mobile user by giving | | | | One mobile advertising portal surveyed it's user base |
| the benefit of free entertainment or information. | | | | of 16-25 year olds which showed that nearly 50% |
| A report by the Mobile Entertainment Forum (MEF) | | | | would accept ads in return for content. |
| believed that ad-funded mobile entertainment in | | | | A few examples |
| games and video to generate revenue of | | | | Orange have trialled ad funded content with brands |
| £145m in the UK by 2012 | | | | such as Coke and Saab advertising in downloadable |
| How does it work? | | | | games (see J2ME applications). |
| As brands are looking for new ways to promote to | | | | MySpace in the US have been testing similar |
| their markets, mobile content advertising offers them | | | | advertising funded content. |
| a new channel with which to do this. Within video or | | | | The 2007 Big Brother switched its mobile video from |
| gaming content, this is typically through a pre-roll or | | | | premium rate payment to advertising funded |
| splash screen advertising. However there is a move | | | | reported a four-fold increase in the downloads. |
| towards brands to move beyond a simple | | | | The mobile network, 3, launched an ad funded video |
| sponsorship model by developing their own content. | | | | service in summer 2007 gaining over 1 million |
| This is done by working with mobile content | | | | subscribers in the first 6 months. |
| developers and creators. | | | | |