Mobile Marketing" Upstream of a Coupon, Downstream of Yellow Pages

“Weather is not the only category that is seeing a significant amount of the audience preferring the mobile channel, but if you are selling an over-the-counter flu medication, and you traditionally buy weather sites online– mobile now must be a big part of your digital spend,” says Paul Palmieri, president/CEO of Millennial Media.

He said that American mobile consumers are seeking and finding an explosion of content experiences across a range of devices, are receptive to advertising messages and are in many cases in close proximity to making a purchase decision.

One way of thinking about the value of mobile messages is that they arrive when a user is "downstream of the yellow pages and upstream of a coupon,” Palmieri says. In other words, after a user has identified a need for something and just before moving to take action on that need.

MoMA | Marketing & Advertising agencies who are just “Testing”