Total Content + Media

Total Content + Media

Time Warners aquisition of a mobile advertising outfit is another indication of the likely growth in this sector. A view echoed yesterday at the FT Mobile conference in London where Geraldine Wilson VP Connected Life at Yahoo! speculated that in 10 years more people will access the internet via their mobile than via their PC and then went on to proclaim mobile will be the greatest advertising medium ever.

Of course much of this depends on the true establishment of mobile internet access for all. Many suggest the establishment of flat rate tariffs will achieve this, although Andrew Bud of MBlox suggested that a whole new business model for the mobile internet still needed to be established.

Hamish McRae: Why newspapers can make net gains by embracing the new digital technology - Independent Online Edition > Business Comment

Hamish McRae: Why newspapers can make net gains by embracing the new digital technology - Independent Online Edition > Business Comment

On one level yet another piece talking about News Corps interest in Dow Jones, but a little gem right at the end.

Print matters as print builds brand in a way that online alone finds hard. A fair point probably, although personal experience suggests that it isn't necessarily print that builds brands but regular exposure.

In the newspaper world print matters as that is the exposure, on the shelf, at the vendor, you see the physical product. In B2B this is not necessarily true, it can be that it is email that is the key driver in brand building, but where I agree whole-heartedly with Mr McRae is that print is a quality product. And extending this, good print extends a brand, whilst poor print (and we do see this in B2B sectors especially) has the exact opposite effect and creates the impression of a cheap, weak brand.

MediaPost Publications - Digital Out-Of-Home To Top $1.7 Billion In '07 - 05/01/2007

MediaPost Publications - Digital Out-Of-Home To Top $1.7 Billion In '07 - 05/01/2007

It's an often forgotten area but digital content is starting to occupy the world of outdoor advertising. As this piece from Media Post shows, it's growing fast, so it will be interesting to see if this is going to develop into a more interactive form of media.

For example tying a digital billboard to the bluetooth functionality in most phones to offer truely personalised offers, or maybe utilising positioning knowledge from users to show unique ads - or would that be just too much like big brother is watching. Just imagine the potential for embarrasment if the advert content was a bit too close to the mark....