Featuring a deep-dive into how the Telecom industry is using mobile advertising. This issue also features insights into how the holiday shopping season impacted the mobile advertising industry. During key shopping days like Black Friday and Cyber Monday, advertisers turned to mCommerce to drive consumers to purchase directly on their mobile devices.

To download the report, click here: http://www.millennialmedia.com/mobile-intelligence/smart-report/

We are all aware that the mobile industry is experiencing a true expansion across the world, and from a Marketing point of view, this opens the door to a world of possibilities. With over 20 million cellphone owners in Canada, there clearly exists a large number of people ready to be reached by mobile advertising. Or is there? When it comes to the potential for mobile display advertising and search there are only 5.2M users in Canada who actively use their Smartphones for browsing and apps (comScore Mobilens, June 2011). This gives us some indication of why mobile advertising is not growing as fast as the mobile industry in general, despite the enormous potential of mobile marketing to connect with consumers on the go, with timely, relevant messaging when the consumer is most likely to act.

With this in mind, Mediative set out to discover as much as possible on mobile advertising – to gather intelligence on the medium, its strengths, weaknesses, opportunities and obstacles, and test the mobile platform as a communication vector for advertising. The full whitepaper covers findings from the following areas in mobile advertising:

Bricks and Mobile

The In-store Opportunity

About This Whitepaper

We set out to discover how the growing penetration of Smartphones influences the way people build brand preference and select, purchase and experience products. The findings form the basis of a new, research-driven white paper entitled, “From Armed to Charmed: Preparing for and profiting from the new mobile-enabled point of sale.” It provides recommendations for marketers and retailers to conduct winning mobile initiatives.

In today’s mobile world, the smartphone has become a modern-day equivalent of the Swiss Army knife. People rely on it for web browsing, email, text messaging, social networking, entertainment, navigation, and so much more. In fact, a recent survey by ExactTarget reveals that 78% of US consumers use their smartphone for texting at least once per day, 66% check email at least once per day, and 50% check Facebook at least once per day.

My 70-year-old mother started texting before I did. This probably sounds strange given that I am the tech geek in the family and “Web” is my middle name, but I just really was not all that hyped about the trend. I think it was because I am always being pinged by someone or something (email, phone, kids, doorbell, etc). Did I really need “instant” messages tapping me on the shoulder all day? Not really, but I caved.

Truth be told, I love it! Texting (aka SMS) allows me to quickly and easily get informed about what matters to me, from a person or company that matters to me. Plus, I carry my Blackberry everywhere I go, so I never skip a beat on what is happening in the world I care about.

As it turns out, I am just like 90 percent of the U.S. population who have welcomed SMS messaging into their lives by opting in to receive messages morning, noon and night. The reach achieved in mobile messaging is amazing, which presents a serious opportunity for you to grow your customer base and increase sales.

This whitepaper, published by Kinesis Survey Technologies, details how to "defragment" the numerous components of mobile marketing and capitalize on the strength each offers to build a truly cohesive mobile marketing research platform. Given the wide variety of device options (smartphones, feature phones, tablets), communication delivery methods (mobile web, SMS, custom app), and emerging technologies (geolocation, barcode and QR code scanning) that are available, the whitepaper explores how various mobile devices and technologies are being effectively utilized to advance market research, where current challenges exist, and what lies ahead on the development roadmap.

Included is data from a recent survey of mobile device users that provides insight into consumer views regarding mobile data collection and usage of various mobile technologies in marketing research.

Download the whitepaper for free at: www.kinesissurvey.com/resources/whitepapers