In brief: A review of buzz at the recent Mobile Marketing Forum (MMF) event in Berlin and a closer look at clever campaigns (Coke, P&G, BMW, Lufthansa) suggest pent-up demand for advertising approaches (services) that make our lives more livable. Mobile advertising must deliver value. It's the key takeaway that has run through each of the 20+ industry events I have attended/chaired over the past year like...

T-MOBILE CZECH STUDY SAYS SMS/MMS AD RESPONSE RATE 27 TIMES HIGHER THAN INTERNET BANNER CAMPAIGNS. The project confirmed the high response rates of SMS and MMS ads, based on campaigns from 22 advertisers, including Coca-Cola, Nestle, L'Oreal, Ford, Komercni banka and Eurolines. The most successful campaign had a response rate of almost 12 percent, while even the results of the least successful campaign were three ti...