Mobile advertising is a rapidly growing sector providing brands, agencies and marketers the opportunity to connect with consumers beyond traditional and digital media and directly on their mobile phones.

Today, mobile phones can be utilized for much more than just making and receiving calls. Besides voice services, mobile users have access to data services such as Short Message Service (SMS), also known as text messaging, picture messaging, content downloads and the Mobile Web. These media channels carry both content and advertising. The mobile phone is an extremely personal device.

One mobile phone typically has one unique user. This makes the mobile phone a precisely targeted communication channel, where users are highly engaged with content. As a result, the mobile channel delivers excellent campaign effectiveness and response levels compared to other media.

Mobile is valuable as a stand-alone medium for advertising, but itŐs also well suited for a vital role in fully integrated cross media campaign plans, including TV, print, radio, outdoor, cinema, online and direct mail. These examples illustrate the ways brands and marketers use the mobile channel to engage and interact with consumers:

• Click to call (users place an outgoing call to the content provider or advertiser)
• Click to locate (users find, for example, the closest car dealer or movie theatre)
• Click to order brochure (users receive marketing materials by supplying their postal addresses)
• Click to enter competition (users enter text or sweepstake to win prizes)
• Click to receive email (users receive an email and a link to online site by supplying their email address)
• Click to receive mobile coupon (users receive an electronic coupon on their mobile phone)