More local content to be offered on cellphones

A new partnership between Internet Broadcasting and Crisp Wireless will take local television content to wireless phones.

by Kristina Knight

Internet Broadcasting, partially owned by Hearst Argyle, McGraw Hill Cos. and Post Newsweek, creates websites and sells ads for local television stations in the United States. The company will now also offer mobile content like local news and sports information and localized weather maps to users. During the test phase, stations in Dallas, Texas, Des Moines, Iowa and Jacksonville, Florida will be involved.

Clayton Rose, executive VP-business and corporate development for Internet Broadcasting said (via AdAge), "We are extending and enhancing what we do on websites for the mobile environment. Crisp Wireless has technology that detects what your phone will allow to be presented."

As more mobile users begin turning to their mobile devices for information, companies are rushing to harness that revenue source. In a recent study from the Mobile Marketers Association, text messaging was the most
popular mobile function. The study also found that involvement in mobile campaigns grew rapidly (29%) in 2006.

The key to attracting mobile users is localized content. By advertising with sites that provide local news, weather and search results, marketers have a built in audience.

In addition to the television deal, Internet Broadcasting is also partnering with Pluck Corp., a blog syndication network, to distribute blog content to its websites.

“In addition, the new service provides another vehicle for our broadcasters to offer compelling, targeted and locally relevant advertising opportunities," said Rose in a prepared statement.

Tags: blog syndication, localized content, mobile marketing, mobile search, mobile text messaging, online television, targeted marketing