WAP Video Marketing

The entertainment industry thrives on new, hip and different ways to deliver content. Competition is brutal as media companies strive for better delivery options merged with cutting edge content.

As if this weren’t enough, the whole process is made even more challenging by the need to create new revenue streams. But thanks to the proliferation in personal, mobile device use, there is a new contender for video delivery methods.

Consumers look to their mobile phones to not only allow them easy access to their friends and family, but also to be portable sources of entertainment. Downloaded video content as well as streaming mobile TV have become favoured methods to kill time on long commutes.

Mobile phone manufacturers are keen to supply this consumer demand and are constantly creating new technologies for delivering streaming videos.

With mobile phones becoming more than just private communication devices, streaming media giants are also clamouring for access to the massive audience available through high-tech mobile handsets. And the marketing possibilities seem endless.

Viral marketing in the form of personal phone calls from celebrity sponsors, video messages delivered to mobile phones and downloaded content sponsorship have made the mobile market a contemporary replacement for traditional TV advertisements.

Mobile streaming video differs from its online counterpart in both length and file size. These highly optimised video streams are created using web technology that accommodates the restricted bandwidth supplied over mobile phone networks as well as limits in storage capacity.

And content providers are responding to the tedious task of performing searches through mobile handsets by constructing their websites to accommodate mobile phones, offering fast and on-demand content with just one or two clicks.

For example, Verizon Wireless in the US has formed a partnership with services like YouTube to deliver bite sized video feeds to mobile users.

Some of the formats available on mobile handsets include:

The opportunity for advertisers to directly reach their consumers through a mobile device has never been greater - whether sending direct messages through Bluetooth devices or utilising streaming media messages over a mobile network, media and marketing companies can fine tune their strategies to reach a maximised audience at relatively low cost.

Advertising companies, music labels and networks seeking to deliver unique, innovative video content to specific demographic groups can do so more accurately as well.

For example, movie trailers and music videos can target users who have visited relevant websites, thereby reducing the number of adverts reaching uninterested viewers.

Overall, a properly targeted video clip engages your audience far better than text and can be designed to enhance a complete multimedia campaign. With over 2.3 billion mobile phone subscribers worldwide, WAP marketing is shaping up to become the way forward in both the media and entertainment industries.