Brands set to focus on mobile this year

by Stuart Derrick Revolution UK 09-Jul-07

More than half of brands could have a mobile internet presence within the next six months, according to poll results from Revolution's latest webinar, the future of mobile marketing and advertising.

A live survey during the online event, hosted with partners Bango and
Screen Tonic, found that 54 per cent of respondents either had a WAP
site or planned to develop one in the next six months.

Most brands (39 per cent) stated that providing a mobile version of
their site was their primary motivation.

A further 18 per cent were looking to sell mobile content, with only six
per cent looking to sell advertising.

The vice-president of Bango, Andrew Bovingdon, said the falling costs of
site development had made mobile sites a more appealing prospect to
brands over the past year. He said: "The opportunity to segregate your
consumer base and, by understanding them better, to actually sell them
appropriate content is huge."

Jana Eisenstein, general manager of mobile ad sales house Screen Tonic,
said volumes were growing and formats evolving.

She said: "Text links, ad words and banners remain the most popular
formats, but the market is evolving fast, with interstitials and trials
of rich content and video billboards."

Webinar attendees also heard how The Sun's WAP portal had enhanced the
brand and that mobile revenue had increased by 290 per cent.

The webinar is available on www.bango.com/news for the next year.