Today’s mobile marketing and branding is largely controlled by the large wireless carriers. TMobile, Cingular, Verizon and Sprint act as the gatekeeper of anything mobile. They control and protect their customer base therefore marketers must engage with them to form some kind of marketing partnership. This is fine if you represent a large brand and your product or content is something desirable for the masses. For example, some successful programs that are monetized are the collaboration of the music industry and Verizon, NFL and Sprint, and iFilm and TMobile.
While extending your marketing campaign to mobile through wireless carriers is the
This is where Google and Yahoo mobile ads will come in handy. Both companies are investing heavily in mobile search and mobile portal to ensure the same user experience can be transformed to the small screens. Yahoo’s testing out mobile image ads which can hopefully rival the same mobile experience as the carriers’ portal would. Hopefully, this can bring the same leveled playing field from online search to the mobile marketing.