MultiMedia Intelligence, iHollywood Forum issue mobile advertising white paper

The study reveals how changing consumer behaviors are fueling the mobile advertising industry.

Trends in both the advertising wireless industries are driving the emergence of a vibrant, albeit nascent, mobile advertising market, according to a white paper by MultiMedia Intelligence sponsored by iHollywood Forum.

The white paper, "Advertising Goes Mobile," examines the emergence and impact of mobile advertising in the context of both the mobile and advertising industries. It asserts that advertisers and media companies are seeking new advertising channels as consumers shift their media consumption behavior. It can be downloaded at

A variety of trends are aligning to create the "perfect storm" in traditional media and advertising. An array of new channels, platforms and networks are enabling new ways to reach consumers. Meanwhile, many traditional advertising channels are becoming less effective as a result of time shifting content, changing media consumption behavior and growing consumer expectations for control and personalization.

The mobile industry is also facing a shifting landscape. Traditional mobile voice services are seeing increasing commoditization, as many developed countries approach 100 percent subscriber penetration. Voice ARPU (average revenue per user) is falling. Mobile operators are driving toward an increasingly rich array of data services to sustain growth. Mobile handsets are becoming increasingly powerful media devices, capable of providing a rich media (and advertising) experience. The Internet is also converging with mobile devices and mobile networks.

With advertising as a prominent business model for both media and the Internet, the emergence of mobile media and mobile Internet will drive mobile advertising.

"The traditional media industry is under assault from rapidly changing technology and user behavior," said Rick Sizemore, chief strategy officer for MultiMedia Intelligence. "The digital video recorder has empowered consumers and is toppling traditional TV advertising models. The result is advertisers putting their cross hairs on the world's 3 billion cellular subscribers. New cellular-based advertising techniques will not only deliver display ads but also integrate community, participation and interactivity into the media experience."

The iHollywood Forum produces conferences on digital and mobile content and advertising. The next relevant summits are Digital Living Room, March 18-19, in San Francisco; and MoTV Mobile TV and Advertising Summit produced in association with NAB, April 16, 2008, in Las Vegas. Speakers are now being accepting for both events. To submit speakers, send speaker submissions to

For more information, visit