San Francisco, CA and London, UK; 16 Mar 2006: As advertisers and operators seek the best business m Released by: visiongain Web Site: http://www.visiongainintelligence.com/ "2006 will be the year of mobile advertising experimentation," says visiongain report Email: sara.peerun@visiongain.com Keywords: Advertisers,operators,mobile advertising market,multimedia advertising,multimedia ,TV programming, Update Date: 3/17/2006 5:57:06 AM Hits: 218 Descrption:  The increasing availability of multimedia content is opening a large opportunity for mobile advertising. As content that already incorporates advertising makes its way to mobile handsets, brands and entertainment content providers are beginning to see the value of presenting full multimedia ads with programs. Players across the value chain are developing their strategies and positioning themselves in this space. Operators in the U.S. and Western Europe are currently either testing various forms of advertising with 3G services or are allowing ads to be served on their portals. A number of multimedia companies will launch advertising in 2006 within their multimedia offering. Furthermore, the entry of large online search engines into the mobile world opens up new advertising opportunities. “The mobile phone is a very personal device that most people carry with them 24 hours a day. It affords advertisers an opportunity to present very targeted and time-sensitive information that is of interest to the user; a key advantage. With customer permission, advertisers can collect valuable demographic and behavioural information to hone the marketing message,” says visiongain analyst and lead author Marcia Kaplan. “3G technology enables the delivery of richer content to mobile phone users, but there is a limit to how many additional charges and subscriptions mobile phone users will accept. At some point, content will have to be partially subsidised by advertising,” adds Kaplan. The report notes that certain elements need to fall into place before mobile advertising can establish itself as a viable medium. Based on interviews with key market participants including operators, vendors, media agencies, software application providers, access providers, marketing specialists, and trade association representatives, this 170+ page report analyses the market drivers and barriers affecting mobile advertising and marketing. It discusses the main market trends and charts the market evolution in the US and Europe. It examines mobile advertising opportunities presented by MMS, video, TV, LBS, as well as contextual advertising. Regional forecasts are provided up to the year 2011. ENDS Notes for Editors If you are interested in a more detailed overview of this report, please email sara.peerun@visiongain.com or phone Sara on +44 (0) 20 8767 6711. About visiongain Visiongain is one of the fastest growing and most innovative independent media companies in Europe. Based in London, UK, visiongain produces a host of business-2-business conferences, newsletters, management reports and e-zines focusing on the Telecoms, Pharmaceutical and Defence sectors. Visiongain publishes reports produced by its in-house analysts, who are qualified experts in their field. It has firmly established itself as the first port-of-call for the business professional, who needs independent, high quality, original material to rely and depend on. Contact infomation: visiongain, 40, Tooting High Street, London SW17 0RG Tel: +44 (0)20 8767 6711 Fax: +44 (0)20 8767 5001 http://www.visiongain.com