What is it?
Mobile Content is defined by the interaction of mobile telecommunications networks outside the peer-peer activity, mainly audio and text messages. Contains images, audio, video and applications, all of which require storage or installation of mobile handsets.

Growth mobile content has been developed in the tone of the tyres and the image of the background of the market at the beginning of the millennium, through a broad range of content, including video, games and applications.

A combination of better phones, better information and speed of data pricing means that the level of content downloads expected to increase significantly.

Since many of the recent scandals connected to Premium Rate Messaging, is a major public distrust in this billing content. This provides opportunities and marks that are able to finance the content and delivery, the fact that mobile phone users free of charge.

The other side, even if the direct marketing via the mobile has increased, many users and some see the signs. this urgent. Ad-funded content provided by the different brands of relations with mobile phone users by giving the benefit of the free entertainment or information.

In the report, Mobile Entertainment Forum (MEF) said that the ad-funded mobile entertainment, gaming and video proceeds of £ 145m in the UK in 2012

How does it work?
Since the signs are looking for new ways to promote their market, mobile content, advertising gives them a new channel to do this. In the video or gaming content, it is usually through a pre-roll or Splash Screen advertising. There is, however, to move the brand forward in a simple model of sponsorship by developing their own content. This will be done by making with mobile content developers and inventors.

The distribution mechanism is usually via SMS and MMS or WAP Push, where the text of the message has been sent to the download link. This is usually triggered by a request for a shortcode (five or six digits), a mobile phone user.

It will contribute to the content of this are varied, but they are usually through a tie-in media campaigns, such as television, in the press or billboard advertising. On the mobile side, the operator portals are currently regarded as the main point of distribution, but it adds directly to the consumer, to develop the channels they offer a viable means to distribute advertising-led content. In light of these developments are still a number of ad-funded content providers combine their brands, as well as the content and consumers.

You can advertisers’ point of view, the ability to target the mobile, location and time-sensitive content could make it an attractive option.

So far, financed by the content of advertising has been slow to take off, and meet expected levels, however, a number of recent campaigns have shown the possibilities.

One of the mobile advertising portal respondents, it is a user create a 16-25-year-olds, which showed that almost 50% do not accept ads in exchange for content.

A few examples
Orange is being tested on the ad financed by the content of brands, such as coke and Saab advertising in downloadable games (see J2ME applications).

MySpace in the U.S. have been testing similar advertising funded content.

In 2007, Big Brother switched to its mobile video from pay-fee advertising reported in a four-fold increase in downloads.

Mobile, 3, launched the ad financed by the video service to the summer of 2007 to more than 1 million subscribers in the first 6 months.

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