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Advertisers looking to 'third screen'
Having been left behind in the online advertising boom of recent years, newspapers and other traditional media are turning their attention to the mobile web - the third screen.That is according to a report in the New York Times, which claims that hesitation on the part of the traditional media sectors to identify their place in internet advertising left them playing catch-up.
As advertising via mobile handsets starts to increase, the report reveals that publishers of all kinds are making forays into the market.
"I always hear about the cellphone as being the third screen, but I think about it as the first one," Bob Greenberg of R/GA said at a conference, the paper reports. "It's with me all the time."
Despite this, mobile advertising has lagged behind broadcast and internet advertising, both in terms of volume and consumer acceptance, until now.
A recent study from IDC claimed that mobile marketing will allow advertisers to capitalise on an "unparalleled" insight into consumer mobile activity and that "the current hype actually underestimates the full potential of the market opportunity" of mobile advertising.
The New York Times also cited a TNS Media Intelligence survey which found that some 54 per cent of people with mobile web access in the UK used it to surf the internet.
Online Advertising news posted on 23 March 2007
