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“Advertising? Will road on the Internet and new phones" Levy ( Publicis ): little optimism in Europe

“The future of advertising? On Internet and mobile phones. And with commercials increasingly personalized, "promises Maurice Levy, 63 years, chairman and CEO of Publicis, the fourth worldwide group in communicating with the agencies Publicis, Leo Burnett, Saatchi & Saatchi, in addition to companies planning average ZenithOptimedia and Starcom MediaVest.

The phone is the fourth media will contrast the PC and TV

The market is ready to find the new Mediaset and the new Sky of the newest of all media: the mobile phone. A real media, after newspapers, radio and TV, with all its characteristics of language and content. Today is still small, from this point of view, but is intended for rapid growth. Today the phone is the union, in an exponential mood, between a PC and a TV. All have it. It works everywhere. It is also the most suitable to represent the needs and tastes of the generation of Web 2.0. It is the opposite of TV, which is to attract people around the TV. Instead the world of mobile content is exploding. Starting from its older technology and simple: the SMS. The companies are discovering that.The Politecnico di Milano has measured it, with its School of Management headed by Umberto Bertelè, who has just added to the series a new observatory in the world Ict. Here at the end of 2007 will be billed 28 million euros of advertising on mobile phones: over 75% compared to 2006. There will be other 53 million that companies have invested in buying block by Telecom sms and mms to carry out promotional campaigns.

The strategies of service companies that communicates through the phone Proximity marketing and sms axes Leader Mobile

Advertising via SMS and proximity marketing. They are the two points of strength of Leader Mobile, the Italian mobile communications services and marketing via mobile phone company that has created a network of advertising franchising agencies specialized in vehicular messages via SMS or MMS. With the proximity marketing, thanks to technology bluetooth, when we cross the interested zone, the cell receives a message or image on the activities of the store that communicates if they act promotions or special activities. A limited advertising to the point of sale. The company today can count a network of 60 franchised agencies present throughout the national territory. The company, active since 2002, already has 5 thousand customers in Italy and ended 2006 with a total turnover of 6 million euros (65% more than in 2005).