Discover How Cell Phone Can Drive Ad Revenue

A driver for advertising revenue might be mobile technology. By its very nature, it would help local advertising and marketers.

Wayne Friedman's article "Easy Cell: Mobile Ad Revs To Hit $3.1 Bil. By 2013 by Wayne Friedman, suggests to me that as a medium cell phones and their ability to provide SMS, would work as a promotional tool for the very media that they advertise on . For example: local station promotions tied to SMS , which in turn could be tied to retail and a 'call to action'.

With the TV signal going directly to the cell phone, the national network programmers can develop business models that have at the core an advanced platform for distribution that is interactive. It will also give the stations and broadcast groups with affiliate relationships an added boost, as the station can, or should be able to drive revenue for the rights of their local signal with has the network programming.

Syndication will also benefit as those rights and licenses are conferred station by station , market by market.

It may not replace automotive dollars but it could be a start.

MM

Story

Easy Cell: Mobile Ad Revs To Hit $3.1 Bil. By 2013

Wayne Friedman, Feb 24, 2009 11:29 AM

TV stations will be warmed by the fact that mobile advertising revenues are expected to skyrocket to $3.1 billion in five years--especially local mobile activity. According to the Kelsey Group, mobile advertising will have an annual compounded growth rate of over 80%. Currently, mobile advertising sits at $160 million in 2008. In looking at mobile local search alone, the group says its expected revenues will soar over 130% per year to $1.3 billion. Current local search totals sit at $20 million in revenue. Currently, Kelsey says 54.5 million mobile Internet users in the U.S. represent 25% of online users. The research group also notes that mobile searches with local intent will rise from 28% in 2008 to 35% in 2013, and that approximately 15% of iPhone applications are local. Local TV stations have placed great emphasis on the growth of mobile. At the Open Mobile Video Coalition announcement in Las Vegas at the Consumer Electronics Show, major TV broadcast groups said they had devised plans that allowed their TV signal to be sent directly to mobile phone devices. The Kelsey Group is a division of BIA Advisory Services, LLC.

The Uncertainty Principle

In 'The Uncertainty Principle", Jeff Einstein gives a case for following the media revolution to the next level through imagination and emotion rather that reason and logic. I reach that view by agreeing that technology in and of itself takes us no more closer to the truth than mankind understanding the meaning of life and the purpose of man.

What struck me was the use of the phrase 'the uncertainty principle', which if my memory serves me correctly, you can Wikipedia it if you'd like, postulates that the more one measures one variable in a conjugate pair , the less one knows about the other - or in lay terms, the act of observing position impacts the measurement - the observer effect. The act of putting ads in programming, or on a webpage, changes the nature of the medium. Measuring it in realtime, beyond an estimate, only leads to us to analysis that reminds me of the paradox of Zeno's arrow.

When we discuss C3 ratings or whether the web is more effective than linear traditional media media (Question : Which is more like the web : a newspaper or a tv program? Why ? Discuss), what we are asking is "Can I correlate my messaging activity with a purchase/behavior?" and then can I repeat that pattern. Did I already have the intent to buy, or did I decide to make a purchase because the salesperson asked , "May I help you?"... and by trying to find out the answer we have shifted the balance further away from the very knowledge that we are trying to attain.

Once we saw that the purchase of a virtual product stimulates the same same pleasure center in the brain as buying the real thing, I thought marketers would be beating a path to the virtual worlds to understand exactly why people buy one brand over another ... but maybe they don't really want to know. "In all they getting, gt thee knowledge."

TV Rights U.S. Women's Rugby World Cup in Dubai

At the LinkedIn Convergence 2008 sponsored by the Business Development Institute, I was privileged to meet an extraordinary person. This person was memorable because of her humility, courage, and honesty. She is a leader, and a natural spokesperson and plays Rugby on an international competitive level, in addition to holding down a fulltime job, family obligations, etc.

The bottomline is that these folks are going to Dubai in March of 2009 to compete in the World Cup, and they stand a good chance of winning. To cover costs and expenses of training, travel, transportation they are doing fundraising selling calendars, but they need more help.

QUESTION : IF this event were televised would you watch it?

Pass the word along that this is a chance to invest/sponsor a new sport that is going to be exciting to watch on TV and Live at stadiums. It has an un parallelled intensity.

These are the people to watch....

Your US Women's Rugby Team are made up of the following people ( from their website:

Kirsten Ahrendt, Keystone RFC
Ida Bernstein, Keystone RFC
Beth Black, NOVA RFC
Amy Daniels, Beantown RFC
Jenna Flateman, NY RFC
Tyshawn Henry, NY RFC
Ellie Karvoski, Little Rock RFC
Phaidra Knight, NY RFC
Pam Kosanke, Chicago Northshore RFC
Teena Mastrangelo, Chicago Northshore RFC
Melissa McKibben, Kansas City RFC
Alison Price, NY RFC
Christy Ringgenberg, Minnesota Valkyries RFC
Ines Rodriguez, Keystone RFC
Jen Sinkler, Keystone RFC
Jennifer Starkey, NOVA RFC
Lindsey Stephenson, At Large
Jess Watkins, Stanford University
Kelly White, Belmont Shore RFC
Heidi Whitman, Austin Valkyries RFC

"From time to time, you might even hear from our fabulous coaching staff, our managers and the people who keep us healthy.

They are:
U.S. Head Coach: Julie McCoy, MD
U.S. Assistant Coaches: Christopher Ryan, Andrew Fautley
General Manager: Tristan Lewis
Team Manager: Sadeana Green
Team Physios: Lisa Bartoli, DO, Michael Moses, DC

And this is our competitive schedule:
U.S. World Cup Qualifier, Nassau, Bahamas, October 23-27
IRB Dubai Sevens, Dubai, UAE, November 22-December 1
U.S. Sevens Testing/Skills Camp, Little Rock, Ark., January 16-18
U.S. Sevens Residency Training, Little Rock, Ark., January 30-February 9
IRB USA Sevens, San Diego, Calif., February 9-16
U.S. Sevens Residency Training, Little Rock, Ark., February 16-23
IRB Sevens Rugby World Cup 2009, Dubai, UAE, March 1-9

Feel free to leave messages for us in the comments section of this blog — getting to and through the first-ever Women’s 7s Rugby World Cup victorious is going to take a nation of players, coaches and fans working toward the same goal. We’re in this together, and we appreciate all of your continued support and enthusiasm. Go USA! "

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After reading Jeff Einstein's "The Perfect Media Storm" I tried to think of the last time there was a shift from when communications went from the wealthy and powerful few, to the not so wealthy and not so powerful many, (seems backwards doesn't it).

The only one that I could remember (and I was there)...

The Gutenberg Press. Here is a reference

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Mullet Media

I heard this term recently attributed to the Huffington Post, "business up front, party in the back" was the meaning. A front-end that has the attributes of legitimate, credible first source news but on the inside a mash-up of opinion, discussion of views that is not necessarily news.

Dan Rather recently warned us that modern journalism has become a series of 'views-cast', and not 'newscasts.' My hunch is that with the ability of anyone to publish, comes the need to find something newsworthy. Not all opinions are news, and not all news needs to be sensational, controversial ... so please give us your best, not your worst.