This was written by Rob Nilsen - Chief Marketing Officer of Far Flung Interactive & Founder of All Media Agency. Our next blog regarding Mobile Advertising will discuss phone applications.

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Lets face it, mobile users are inseparable from their traditional or smart phone. It goes with them at all times. Think about a time when you forgot your mobile phone either at home or work. Did you turn around to retrieve your phone ? Did you feel some type of loss of security just in case something happened or that no one can get in contact with you if your are not at home or in the office. There are very few items that a person will go into a panic about not having it on them. The mobile phone has become one of those things.

Now that we know people that have mobile phones keep it on them on all times. There are three key factors that are strengths of mobile (Convenience, Exclusivity, and Entertainment). Convenience because of realtime and relevant information to people on the go! Exclusivity allows personalized channels through interaction making them feel important. Entertainment allows people to pass the time and have fun.

Another reason why US Mobile Advertising is projected to increase is because a study conducted by the Pew Research Centre in April 2010 shows that Cell-phone texting has become the preferred channel of basic communication between teens and their friends, and cell calling is a close second. Some 75% of 12-17 year-olds now own cell phones, up from 45% in 2004. Those phones have become indispensable tools in teen communication patterns. 88% of teen cell phone users — are text-messagers. That is a sharp rise from the 51% of teens who were texters in 2006. More than half of teens (54%) are daily texters.

Mobile reaches people in a unique and personalized way! I know when my phone buzzes I take a look at it. In addition, the majority of people never change their mobile number. Its almost like a Screen name that started out on AOL and then moved on to instant message. The same screen name is being used years later because it is a real hassle to have to talk with everyone about changing it. A second one might have been added for professional use or to see if a person was blocking your current screen name (We call them Internet Stalkers).

Advertising Agencies are offering mobile as a way to enhance media buys and budgeting more than brand advertisers. On the other hand 36% of brand advertisers and 29% of ad agencies have no plans for mobile advertising according to Marketing Industry Trends Report in August 2009. There is good reason too. Metrics are extremely limited to measure SMS and the ability to leverage creative across devices and platforms. However, as these devices become more capable, they are and continue to evolve into extensions of users’ desktops and home communications and entertainment systems and would rather offer some type of mobile platform as an extension to an ad buy because it might seem lame for an agency not to offer one.