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Common Short Codes:
Cracking The Mobile Marketing Code
October 2007
Prepared by: Evan Neufeld, Senior Analyst
Executive Summary
Although at an early stage when compared with more mature advertising mediums such as television, radio,...
[Plus]
Common Short Codes:
Cracking The Mobile Marketing Code
October 2007
Prepared by: Evan Neufeld, Senior Analyst
Executive Summary
Although at an early stage when compared with more mature advertising mediums such as television, radio, print, and
even the Internet, mobile is quickly emerging as an impactful advertising channel.
According to industry estimates, well
over one billion dollars will be spent on mobile advertising globally in 2007, and by all accounts the mobile advertising
market is poised for exponential growth over the next several years.
There are several obvious reasons for this growth; the most often cited is the rate of mobile phone adoption itself, with
global penetration of mobile phones on track to surpass three billion in the next few years, according to industry
estimates.
As is often the case with advertising, it is the lure of massive numbers of eyeballs fixed on a "third screen"
that is drawing brand marketers to this medium.
The attraction h
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