It’s a busy next couple of days as I put the final finishing touches to my mobile advertising webinars. First is my contribution (together with Dusan Hamlin, Managing Director of the agency Inside Mobile) to Multi-Channel Advertising, a webinar taking place this Wednesday at 10:00 am CET (GMT +1:00), organized by Mobixell, a provider of a comprehensive range of mobile media solutions enabling service providers to deliver mobile messaging, mobile advertising, and mobile TV. (You can register here.)

The webinar dovetails well with my mobile advertising projects, including Mobile Advertising Research U.K., a research project MSG has undertaken to expertly document the state of the mobile advertising industry in the U.K., identify growth opportunities in the emerging mobile advertising marketplace, and benefit stakeholders, shareholders, and consumers worldwide.  It draws upon primary research, including in-depth interviews with 15+ mobile executives, agencies, and mobile networks, including an interview this week with Freddy Friedman, Mobixell Head of Advertising. With my MSG hat on I will also request a later briefing with Mobixell (for MSG) to discuss recent news, new customers, and the role of mobile in a multi-channel advertising strategy.

I’ve also wrapped up my contribution to a series on audio-visual presentations on mobile advertising produced by Henry Stewart Talks (HST), which will likely go live in early June. HST, a company with a 35-year tradition, provides access to world class seminars by leading thinkers and authorities from around the globe in one online resource.

The company commissioned me to summarize the findings of both volumes of my extremely popular mobile advertising white paper series (sponsored by Bango): Mobile Advertising for Newbies, which provides a how-to guide to mobile advertising and analytics; and Mobile Advertising For The Masses, which examines the market opportunity for running campaigns in a mobile social networks.

I am pleased to have the opportunity (as part of HST’s Marketing & Management series) to educate the marketplace about mobile advertising and the pivotal role of mobile analytics.

I’m also honored to join the impressive roster of mobile advertising executives and thinkers including: Harald Neidhardt, CMO, Smaato Inc.; Michael Becker, EVP of Business Development, iLoop Mobile; Gerry Christensen, CTO, Zoove; Diane Strahan, Vice President of Mobile Services, NeuStar; Chris Torbit, Vice President of Mobile Services, SmartReply; James Darcey, Senior Vice President, Single Touch Interactive; G.D. Ramkumar, Co-founder and CTO, SnapTell; Ramin Vatanparast, Senior Strategy & Business Development Manager, Nokia; Saul Kato, Founder, Qwikker; and Phyllis Reuther, CTO, Archipelago Network.

I’m especially excited to learn more about Phyllis’ new endeavor, and will keep you posted on MSG. (By way of background, Phyllis was previously CTO at Mobile Content Networks (MCN)-a company that began by providing a platform for federated mobile search and has since extended its reach to provide a combination PPC content promotion and vertical paid search program.) I also encourage you to download her talk for an expert overview of mobile search and advertising.

The individual HST presentations cover a wide variety of topics, ranging from an overview of the burgeoning mobile content market, and the barriers to success and challenges faced by content developers and owners to establish long-term customer relationships and revenue streams, to an in-depth look at the emerging practice of consumer-centric marketing, detailing the opportunities and challenges arising from its adoption.

A particularly interesting talk reviews the use of current opt-in methods – like the Common Short Code – with new mobile enabling technologies, such as Bluetooth alerts, “StarStar” (**) dialing, interactive voice response, 2-D (or QR code) image recognition, content-embedded techniques, and location-based services.

I still have the opportunity to take your views and perspectives into account, and I would welcome your input to this defining work.

If you have an interest in being considered for an interview for MobiAD World Focus, please contact me directly or send an email to my assistant Andrea Henninge (andrea@msearchgroove.com).

Disclaimer: Bango is an MSG supporter.

Tags: 2D barcodes, Archipelago Network, bango, barcode, iLoop Mobile, Mobile Advertising, Mobile Advertising U.K., mobile analytics, Mobile Marketing, Mobile Search, Mobile Social Networks, NeuStar, Nokia, Qwikker, Single Touch Interactive, Smaato, SmartReply, SnapTell, targeting, white paper, Zoove

This entry was posted on Monday, May 18th, 2009 at 6:44 pm and is filed under Mobile Advertising, Mobile Research, Mobile Social Networking. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.