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Fast Talk: The State of Mobile Advertising

  • <p> "The best mobile campaigns take advantage of the personal and interactive nature of the device. Ideally, you want the mobile consumer to be in control of the experience. For DHL, we did a Tetris-style game where the boxes were labeled with DHL. Ten percent of users forwarded the game to their friends -- unheard of in traditional ad landscapes." </p>
  • <p> "Mobile is the only media you carry with you 18 hours a day -- every moment that you're not sleeping. We recently teamed up with Loopt to deliver the first location-based mobile ads in the United States and Europe. You're walking down the street checking sports scores on CBS on your BlackBerry and get a banner ad: 'Getting Hungry? Pizza is $5 off around the corner.'" </p>
  • <p> "The highest growth markets, including China, India, Russia, and Brazil, are eager for mobile advertising because it makes their mobile experience more sophisticated and compelling. We are adopting a uniform ad unit on the mobile Web that can be deployed worldwide simultaneously. The potential here is 10 billion euros over the next five years." </p>
  • <p> "We have relationships with 95 different game publishers and offer more than 900 games. With each game, consumers see three full-screen ads, two before play and one after. The full-screen format is attractive for branding. The ads can be interactive, too. If done right, mobile ads can be as entertaining as the game itself." </p>
  • <p> "Last year, Virgin approached us to sponsor some content on its Sugar Mama service. Instead of just pushing ads at users, we had the chance to draw people in with a 'pull model.' Consumers had to answer questions after watching an ad, so we knew they were engaging with our brand. And I loved that we could reward them with free phone minutes." </p>
  • 01 /05

    "The best mobile campaigns take advantage of the personal and interactive nature of the device. Ideally, you want the mobile consumer to be in control of the experience. For DHL, we did a Tetris-style game where the boxes were labeled with DHL. Ten percent of users forwarded the game to their friends -- unheard of in traditional ad landscapes."

  • 02 /05

    "Mobile is the only media you carry with you 18 hours a day -- every moment that you're not sleeping. We recently teamed up with Loopt to deliver the first location-based mobile ads in the United States and Europe. You're walking down the street checking sports scores on CBS on your BlackBerry and get a banner ad: 'Getting Hungry? Pizza is $5 off around the corner.'"

  • 03 /05

    "The highest growth markets, including China, India, Russia, and Brazil, are eager for mobile advertising because it makes their mobile experience more sophisticated and compelling. We are adopting a uniform ad unit on the mobile Web that can be deployed worldwide simultaneously. The potential here is 10 billion euros over the next five years."

  • 04 /05

    "We have relationships with 95 different game publishers and offer more than 900 games. With each game, consumers see three full-screen ads, two before play and one after. The full-screen format is attractive for branding. The ads can be interactive, too. If done right, mobile ads can be as entertaining as the game itself."

  • 05 /05

    "Last year, Virgin approached us to sponsor some content on its Sugar Mama service. Instead of just pushing ads at users, we had the chance to draw people in with a 'pull model.' Consumers had to answer questions after watching an ad, so we knew they were engaging with our brand. And I loved that we could reward them with free phone minutes."

Kevin Ohannessian 04.16.08 5:35 PM

"The best mobile campaigns take advantage of the personal and interactive nature of the device. Ideally, you want the mobile consumer to be in control of the experience. For DHL, we did a Tetris-style game where the boxes were labeled with DHL. Ten percent of users forwarded the game to their friends — unheard of in traditional ad landscapes."

A version of this article appeared in the May 2008 issue of Fast Company magazine.

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