Report: Mobile to Become Advertisers’ “Third Screen”
A new report by media buying firm Magna Global foresees the mobile market increasing its viability for advertisers over coming years, dubbing it the “third screen” outlet. The company pointed to an end of 2005 estimate of over 2 billion mobile phone users globally, with about 236 million of these users having access to video playback services on their devices. The report predicts that marketing effectiveness in the segment will rely heavily on the improvement and accessibility of video technology.
“With video-capable devices growing market share rapidly, we expect that in the long-run, the best opportunities to market to consumers in mobile environments will be through cellular phones,” the report stated.
Magna Global believes cell phones provide a greater variety of marketing options than “stored mobility” devices such as Apple’s iPod and Sony’s PSP, as well as “place shifting” cable/satellite solutions from companies like Echostar, DirecTV, and Slingbox.
The report advised that several issues still need to be resolved to allow mobile to become an “advertiser-friendly” medium. Among the hurdles Magna addressed are the limited amount of content available, subscription fees, network congestion, and an inability to attract consumer attention away from television and Internet.
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