The Third Word.
Third Screen Media's mobile media blog.
The 2007 Mobile Marketing Agenda at CTIA
Understanding the Agency/Buy-side dynamics of mobile advertising is more important as the industry begins to show rapid development and increased interest from brands. David Rittenhouse, Senior Partner of interactive media agency Neo@Ogilvy wrote a great re-cap of his experience as a mobile media planner/buyer at CTIA that should be shared. This is a re-print of a PDF file available from innovations.ogilvy.com
The 2007 Mobile Marketing Agenda at CTIA
By: David Rittenhouse
Senior Partner, Group Planning Director
Neo@Ogilvy
March 27, 2007 – I attended a special full-day session on mobile marketing at the
formidable Cellular Telecommunications Industry Association (CTIA) trade show in
Orlando, Florida.
Participants included the top brands from the mobile marketing ecosystem including
carriers, aggregators, application developers, media/content companies, and advertising
agencies.
A partial list includes AT&T Wireless, Verizon Wireless, Sprint Wireless, ThirdScreen
Media, AdMob, mBlox, iLoop, M:Metrics, Helio, Yahoo Mobile, Ogilvy, OMD, Digitas,
the Moble Marketing Association (MMA), and more.
It was fresh and unexpected to see how marketing and advertising have risen to the very
top of this industry’s priorities. It’s not that they haven’t understood the very big
potential revenue upside for some time, but rather have been unable to work out
standards and develop products that allow advertisers to use the medium with ease and
confidence.
The CTIA and MMA have really helped to bring these different worlds together and to
advance the dialogue so that “targeting criteria” and “measuring effectiveness” are not
foreign words to the ears of executives more used to keywords like “UMTS” and
“quadruple play”.
As an indicator of this change, social networking and mobile entertainment were
mentioned at CTIA as much federal regulation and breakthroughs in cell-tower
engineering.
(Click on the link for more...)
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