“There are four types of mobile media that will enable brands to build presence in a manner that is appropriate to nurturing a stable and long lasting relationship with mobile subscribers: SMS, Mobile Web, Mobile Video/TV, and Downloadable Applications and Content,” said Nick Holland, senior analyst and author of the report at Pyramid Research. “Advertising embedded in downloadable applications will become increasingly pervasive as brands recognize opportunities for content sponsorship and the benefits of being part of a less transient medium than WAP and mobile TV. Action Engine has developed a significant level of expertise in on-device advertising that may make them an indispensable component for a downloadable application strategy.”
“With the worldwide mobile phone market approaching one billion units shipped this year, the big brands are obviously looking to the wireless device as the next strategic medium to reach their customers. Mobile advertising is the catalyst that will make mobile services affordable for the average consumer and will drive a new source of revenues for media companies,” said Scott G. Silk, CEO and president, Action Engine. “Our technology provides a permanent home for brands on the mobile device, and by avoiding the painful download times associated with most browser-based mobile advertising solutions, we can drive greater impressions and click-through rates for mobile advertisers.”
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