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P&G, Others Build Mobile-Marketing Budgets

Mobile marketing in Europe

Procter & Gamble, Microsoft and other major marketers have set aside a piece of their ad budgets, albeit a small piece, for mobile marketing, signifying that the medium is moving out of trial mode.

Major marketers are beginning to take third-screen media seriously as a potential advertising venue, reports AdAge. P&G, which won the Mobile Marketing Association's first Overall Excellence award, has developed the Ad Lab, a program where key marketing executives on more than a dozen brands have been educated in mobile opportunities such as mobile video and text messaging.

Wireless carriers led by Sprint have begun to warm up to providing marketers with targeted mobile advertising opportunities; however, it's a move than may not find fans among privacy advocates. Marketers and agencies are also demanding better measurement tools and the ability of marketers and media buyers to buy ads across carriers.
A study this month from JupiterResearch found 22 percent of companies advertising online also are doing mobile marketing. Overall, the study predicted, mobile ad spending would more than double - from an anticipated $1.4 billion this year to $2.9 billion in 2011.


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