Growing Impact of Content Providers

A recent article in Ad Age reinforces the importance of mobile content and the increasing role of mobile advertising. Both of these trends will help move us closer to the Mobile Internet tipping point by giving consumers a reason to buy and by supporting the economics.

Key points in the article I would like to reinforce include:

• A large part of the attraction of mobile advertising is that it is closer to purchase - closer in time and location.


• The number of mobile video viewers grew 60% in the United States between January and November 2007 -- albeit from a small base.


• The iPhone with its slick user interface was a great contributor to this growth.

Watch for more to come. We are in the early stages of mobile content and mobile advertising, and can only guess at what will be the eventual formats and business models. Just the same, we are sure to see tremendous growth as the advertisers follow their audience.