In the first segment we set up the backdrop for Mobile Web by discussing infrastructure.  Last segment, we discussed barriers to advertising on the Mobile Web.  Today, I want to conclude this 3 part series by looking at the brighter side of the story.  This is the side that explains great options for utilizing the “Third Screen” to market your products and build your brand.  I will even point you to providers for each solution.

JSB's Top Mobile Web Advertising Options:

SMS/Text Messaging
In my last post, I described the 4INFO text tool.  It gives real-time updates of information based on keywords text to (44636).  This is a great method utilizing SMS.  Another solid example is American Idol for surveys and contests. 

The drawback of SMS is that you lose interactivity, flashy graphics, etc.  However, the stability and proven infrastructure are big advantages. 

Interested? Check out Enpocket

Banner Ads
Nothing new here, they have been around since the advent of the Internet and won’t go away anytime soon.  Banners are typically shown at the top of content pages, similar to standard websites, so they are not offensive or inconvenient in nature.  The biggest question here is whether or not the average user is trained to look right past the banner ad.

Interested? Check out Third Screen Media

Games
Companies like Samsung have commissioned mobile games to be created that promote their brand and feature products they intend to promote.  It’s a great strategy because games usually carry a cost to consumers, they can pass virally and they entertain the user with your advertising message. 

Another option in this arena is product placement.  It is taking off big-time in video games, so why not mobile games?  What pizza place will Spider Man enter to save the day?  Maybe Papa John’s?  Hmmm…pizza sounds good.  I should order Papa John’s, who now has internet ordering ability from my cell phone.  Go figure.

Interested?  Check out Barking Lizards

Video Ads
One of the most talked about recent Mobile Web applications is mobile television.  This is actually watching television programming on your mobile device, even live events.  ESPN Mobile did flop, but big players keep coming to the table to make this a reality.  With 3G available and 4G progressing nicely, we should be seeing live video in our hands shortly.

As for current options, the biggest name is MobiTV.  Their self description reads: “With MobiTV your phone becomes a portable TV. Watch your favorite channels right in the palm of your hand. See channels you watch at home, made for mobile programming…over 100 TV channels worldwide, such as MSNBC, ABC News Now, FOX News Channel, Fox Sports, ESPN 3GTV, NBC Mobile…and more.”  They offer service for dozens of mobile phones from dozens of service providers and for PCs.  It is actually a pretty robust service.

I can sum this one up with one question.  Mobile commercials anyone?

Interested?  Check out MobiTV

Mobile Coupons
This is a little off of our current focus, but it is interesting enough to note and certainly does help you build your brand and promote your products.  A California company, Cellfire, has developed an application that allows users to register for coupons that are delivered right to their mobile phone’s screen.  You can actually scan barcodes on most mobile phone screens at the register to receive your discount!  If it doesn’t scan, the clerk simply types in the coupon’s code and you receive the discount anyway. 

Who is working with Cellfire? Just a few companies like Papa John’s, Ben and Jerry’s, Hollywood Video, TGI Friday’s, Subway and EMI Music, among others. 

Interested?  Check out Cellfire

WAP Websites
This one was saved for last because it works great in conjunction with the strategies above. 

One of the key technologies that Rockfish pushes to clients is the utilization of microsites.  Microsites are standard websites that focus on a specific product or theme, instead of a company or entire product line.  The advantages are many, but the most important are ease of navigation, focus of message and indexability by search engines. 

A WAP page can work the same way.  Utilize it to feature a product or message with 3-6 pages of content.  You get your own site to customize your message, so the sky is the limit.  Just remember to keep information brief, screens are small.

Interested?  Check out Rockfish Interactive

Well, this wraps up my series on Mobile Web.  It was a fun subject to discuss and will be interesting to watch over the next few years.  If you have any burning questions, shoot them my way.

Until next time…