What’s the state of mobile advertising? And will 2006 prove to be a tipping point as the major players invest more heavily in experimentation and infrastructure?

 STARRING 

• Nick Wiggin, Chairman, Mobile Marketing Association UK
• Simon Andrews, co-founder and joint-head, Big Picture Ad. agency

PODCAST
We talk to Nick Wiggin, chairman of the UK branch of the Mobile Marketing Association and founder of mobile marketing specialists WhoHow, and Simon Andrews, founding partner of the Big Picture ad. agency and a regular blogger on innovative developments in the advertising space. Simon also owns up to ‘inflicting Howard on the world’, Howard being the star of countless commercials for UK bank Halifax.

Please let us know what you think of this podcast.

TIMELINE [30m41s]
00m00s Introduction to Nick Wiggin.
03m02s Introduction to Simon Andrews.
04m15s Prospects for mobile advertising.
05m41s Barriers.
10m57s Demand for the mobile internet.
12m12s Mobile advertising business model.
15m52s RoI.
16m59s Optimum ad. campaigns.
18m50s Land grab opportunity.
20m09s Viral videos/consumer generated content (CGC).
22m12s Industry challenges.
22m53s RoI.
25m46s Demographics.
27m36s Challenges.
29m10s Impact of Google.
30m10s Conference appearances.

NOTABLE MENTIONS
3
Adidas
AOL
BMRB
Forrester
Google
iMode
Mindshare
Netscape
Nike
O2
Orange
SeeMeTv
Sony-Ericsson
UIP
YouTube

QUOTES
Nick and Simon are very upbeat about the prospects for mobile advertising in 2006, here are some choice quotes from the podcast…

“Mobile is perfectly placed to take a big share of advertising in years to come.”

“I talk of 2006 being the year of mobile media…the year when media companies recognise that this is a credible media channel…also the year that mobile operators are engaging with blue chip advertisers…”

“Its up to the consumer to decide which channel they prefer…and that will prevail.”

“The network operators and handset manufacturers are guilty of always speculating on the next big thing…the fact is the consumer experience is not good enough for mobile tv.”

“We’re starting to see the real money come into this area [mobile advertising].”

“I think we’ll see over the year the testing of all-you-can-eat data packages [from the mobile operators]…so that I’m not going to get surprised by a big data bill.”

“The days of advertising interrupting people are pretty limited.”

“There’s some young lady who made 1500 pounds by showing off her assets [on a consumer generated mobile video]!”

“There is a big myth about accountability that plagues mobile and online…the figures that you can produce for mobile and online are a thousand times more accurate than offline.”

Music Brother Love from the PMN

Series:MarketingTalk Series:AdTalk

 STARRING 

• Agostino Di Falco, Head of Insight, Viacom Brand Solutions

PODCAST
In our inaugural podcast we interview the eloquent Agostino Di Falco, Head of Insight and Research at Viacom Brand Solutions, the advertising sales operation for MTV, VH1, Nickelodeon, Paramount and E! channels.

Agostino talks passionately about an innovative research study, conducted by Neurosence, that has led to some remarkable conclusions about how TV advertising is consumed and how it can be made more effective.

The study comes at a poignant time for TV advertising given the growing use of DVR/PVR technology, such as Sky+ and Tivo, to skip past commercials.

Agostino goes onto talk about how other research led to commissioning the extreme car makeover show Pimp My Ride for MTV UK.

Please let us know what you think of this podcast.

TIMELINE [19m18s]
00m00s Introduction to Viacom Brand Solutions
01m36s Introduction to Agostino Di Falco.
Neuroscience Study
02m25s Intro.
03m20s Structure.
05m26s Key finding 1.
07m55s Key finding 2.
11m23s Industry reactions.
13m10s Other VBS research.
15m10s Pimp My Ride study.
17m05s Future trends.
18m25s Message for researchers.

Music Brother Love from the PMN

Series:MarketingTalk Series:AdTalk