SnackableContent

Third Screen Grabs More Screens

Third Screen Media, a software and services company that enables advertising on mobile devices, announced that it has the ability to reach nearly 50 percent of US mobile content subscribers, according to consumer research company, Telephia. TSMINetwork was recently acquisitioned by AOL’s advertising.com, which is allowing the company to combine mobile marketing efforts with online reach. The company has doubled its number of campaigns in Q2 2007 than the same period once a year ago, and has experienced an increase in overall impressions to 275 million, up from 225 million last quarter. The progress marks overall growth in the mobile advertising market.

Coca-Cola Bottles Up Mobile Content

Coca-Cola is adding a beverage to the mobile Web’s serving of snackable content. Mobile users who click on their mobile ads can view Coca-Cola’s “Bottle Films” on their cell phones. These are consumer-created videos of what individuals personally interpret as the “The Coke Side of Life.” Consumer videos are chosen for their creativity and winners receive prizes such as computers and digital cameras for their efforts. The ads include both graphical and text formats on mobile Web pages and use AdMob’s technology to target specific handsets with video capabilities in 160 countries. “Coke is eager to reach its customers on the mobile phone as it is a highly personal device,” said Tom Daly, group manager of strategy and planning for Coca-Cola, Atlana. The announcement was made at the MSN Strategic Account Summit in Seattle late last week.

Advertising Targeted by Weather Conditions

Another snowy day…Hey wait. What’s this? An ad for Goodyear tires on my cell phone? I could really use them. This is the scenario that Weather Channel Mobile has now made a reality. Advertisers can now reach consumers via weather-triggered content on the mobile Web. The creation of “geo-targeted advertising” was among the many announcements at the CTIA Wireless conference (more to come).

Your Ad Here: Yahoo! to Sell Ads on MobiTV

MobiTV, which offers live programming like C-Span, Fox Sports and other premium content for mobile devices, has tapped Yahoo! and its new Yahoo! Mobile Publisher Services to sell ads on its platform. The partnership will provide “top brands access to a one-stop, fully integrated mobile media-buy across all advertising modes, including text, banner and mobile video,” per a statement issued yesterday at the CTIA Wireless conference in Orlando.

Yahoo! Comes Out Kicking and Screaming

One of the Web’s trailblazer’s Yahoo! made three major announcements at the 3GSM conference in Barcelona. One, it launched a mobile display advertising platform on the company’s Mobile Web service in 19 countries. Intel, Nissan and Pepsi are already on-board as are Hilton’s Embassy Suites, Infiniti, Procter & Gamble and Singapore Airlines. Two, it already upgraded its mobile search technology Yahoo Go! For Mobile 2.0 (it only launched a month ago). Three, LG will preload this service as well as Yahoo!’s other mobile offerings on tens of millions of phones in 70 countries. For me the big take away, is that I need to book a ticket to this Mac Daddy conference next year. There’s tons of news (more posts to follow) and oh yeah it’s in Barcelona, Spain. Local weather: 61 degrees (versus Manhattan where it’s mid-30’s).

Inventing the Internet Wasn't Enough, Al

Al Gore may have invented the Internet, but he didn’t invent the Mobile Web—Verizon Wireless did. Well I guess they didn’t either, but they rule it if you plan on running ads across their network. That’s why when a Seventeen magazine rep was asked about when ads will arrive on their new ad-supported Seventeen Mobile site available on Verizon Wireless’ Mobile Web 2.0 (catchy), they deferred to the wireless giant as to what kind of advertising they will have and when. Which brings me to the reason the new mobile Web is nothing like the Internet days of old—namely, there are watchdogs galore. Back in the cyberday you could post just about anything, anywhere and scoop up every Web name for profit until that practice was outlawed. So perhaps if Al Gore had invented and policed the Internet like say the Mobile Marketing Association does mobile marketing, we would have all been better off.

Third Screen Media ID's its Audience

After their experiences with marketing on the Web, some marketers are understandably gun shy when it comes to dumping money into advertising on the mobile Web. Third Screen Media, which serves up banners to mobile sites, is trying to take some pain out of the process. Late last month, it partnered with independent third-party research firm Telephia to provide demographic data to interested marketers. In other words, Telephia can tell the advertiser who actually visits the sites they are about to advertise on so they can make an informed decision. “With the emergence of this new market, one of the things we know is critical, especially on the agency side, is third party independent research said TMS CMO Jaff Janer. Telephia’s November numbers for example show the top sites for the mobile business audience are ESPN, Yahoo! Mail and Weather.com.