Mobile Advertising: One-To-Many Multicast Would Pay Dividends, So Why Aren’t We Doing It?


Mobile advertising may be a hot topic, but few have really got their head around how to deliver it in such a way that it makes sense


Andrew Deal

Hi. It was great meeting many of you at the mixer in New York.

The key here is the mainstreaming of content.. not it's simultaneious casting. On-demand is a better model that fits this emerging dvr generation.

Giving users these two pieces along with universal accessibility creates an ad-worthy market. That is what we are betting on.

Steven James Burks

Hi Peggy (and everyone else),

This equation is not as complicated as it may seem. has been "testing" this concept with very successful results on Sprint's video services. If you have a Sprint phone, check out FAST LANE on channel 61, or go to Lifestyle at the main video deck menu and choose it from there. The channel is free and supported by advertising.

This technology takes advantage of current standards on all fronts:

From the viewer's side, the content is free, people are watching, the jury is NOT out on whether or not people will accept advertising in exchange for free content. They DO accept it, and at a ratio that would blow your mind over subscription video.

From the carrier's side, one need not wait for DVB-H, MediaFLO, WiMax, or any other new technology to receive consumer uptake. Existing handsets, 1X, EV-DO, QCIF, or QVGA are all supported.

From the advertiser's perspective, the eyeballs are there and the data tracking points are interesting, and there are several ways to introduce advertising to the viewer, has four.

If anyone has any further questions, please feel free to email me – sjb at amlmedia dot com.




It's invigorating to follow this discussion – a lot of good points and ideas! Michael, I'd like to hear more about your project – feel free to take it off-line. Digger, thanks for the link – the discussion is well worth following and I encourage other readers to check it out. Wessel, your observation speaks volumes. We could cache the ads on the phone – but would we all be watching similar content in the first place? If relevancy rules – and advertising must fit with what we are viewing at that time – then it's all about delivering the right ad to the right person at the right time. Not an ideal environment for a one-to-many approach…


The problem with this one to many approach is that it assumes that everybody wants to watch the same content at the same time. Besides a few big ticket live events like Big Brother and the FA Cup I suspect the world is moving in a different direction. Video on demand.

Michael Molin

It's an absolutely right approach. Sometime ago I told about my project – Cell PC Platform in the comments to's post. The idea is to bring for everyone an additional ad screen that is a 3-inch touch-sensitive display placed instead the keypad in a MotoRAZR2 clamshell design. It's a hardware implementation of the mobile advertising channel. This second display in addition to US-International keyboard's function is used for showing the sites' menus of Mobile Web sites and API menus and toolbars of the programs.


only other way local mobile search can catch fire before gps is mass market is if the carrier can configure your phone at point of sale with a default location of your home address


I have my doubts that ad revenue will ever be meaningful on mobile except for localsearch…..once gps enabled phones are mass market local search will explode


I agree with the One-to-many approach, however maybe what is needed is a "test" audience to verify the effectiveness.

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