SMS To Offer More To Advertisers

By the end of 2003 brands will be able to send SMS adverts containing sound and moving images, according to global youth marketing consultant Vijay Anand.

Speaking at the SMS 2002 mobile marketing conference yesterday, Anand said that Multi-Media Messages (MMS), capable of carrying video streams, digital photos and MP3-style sound files to consumers’ mobile phones, are currently being trialled and will be available to advertisers by the end of the year. He also said that Enhanced Messaging (EMS), which allows consumers to receive audio, still images and animations via the GSM network will become a reality within the next six months.

The penetration of handsets capable of receiving EMS is expected to rise from 35% to 75% over the course of 2003 and while the take up of MMS compatible mobile phones will be slower, Anand says that new formats will “revolutionise” mobile marketing for advertisers.

Andrew Bud, CEO of mobile communications company, mBlox, said: “Over the next 12 months mobile marketing will become the ultimate direct response media. TV, radio and FMCG brands are all poised to enter the market and new technology means that SMS advertising is set to become more creative, more effective and more accountable.”

Also speaking at the SMS 2002 event Katie Hollier, consumer product manager of the Wireless Information Network, revealed that 87% of brands are looking at running an SMS ad campaign in 2003.

SMS 2002 Mobile Marketing Event: www.smsevent.com

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