Report: Mobile to become personal advertising

OgilvyOne and Acision partnered for the study and predict that mobile marketing will be much more personalized as we move into the future. Why? Because consumers will be controlling the types of messages they receive, how the messages are received and when they are received.

"It is the individual who will be the pivotal player in the mobile advertising domain of the future," was written in the report. "...[The] mobile device will be a technological representation of [the consumer]. Pushing messages out to unwilling consumers is replaced with producing ideas and content that individuals will seek out and incorporate into their own world."

The problem? If consumers can choose advertising, will they? That question, of course, cannot be answered at this point exactly. But, if marketers want consumers to opt-in, tune in or otherwise engage with advertising, there must be a reason - free content, free minutes, free something - or consumers will opt-out altogether.

"Although mobile advertising is currently an embryonic market, its potential remains clear", said Jo Wall, Proposition Manager, Mobile Advertising, Acision. "Acision believes that mobile operators hold the knowledge, which if properly deployed, will establish operators at the heart of the mobile advertising value chain transforming mobile advertising into a strategic multi-billion dollar industry for all parties involved."

Tags: Acision, advertising forecast, mobile advertising, mobile forecast, mobile marketing, mobile targeting, OgilvyOne