From wallpaper graphics and other visual advertising through to ring tones/true tones, downloads can be used for specific brand messages or promotions, or to directly drive business through inbound or outbound activity. It is ironic that whilst record companies find young people reluctant to pay for music to download to their MP3 players, they appear to be more than happy to download more expensive versions to their mobile phones. Willing mobile buyers is a recurring theme that seems to differentiate the mobile web from the fixed web. People are comfortable and already used to paying for products and services on their mobile.
Video marketing to mobile represents a significant evolution from simple text based SMS marketing that has dominated the mobile marketing landscape for brands in the decade so far, and in the right context, with the right message, video users a much richer, more personalised experience with the brand. There is a problem of continuity between the advertisement and consumer in TV advertising (how long will someone remember the message and the brand) but in mobile the user can move swiftly from advertisement to interaction. By clicking through to the (mobile) website, texting back to the brand for more information (such as a brochure or further texts) when it's convenient for them.
