Rich media buying and location based marketing is driving mobile advertising say Orange

May 11, 2011 - PRLog -- Rich media buying and location based services have driven the growth in the mobile advertising market over the past 12 months and according to Orange, this trend is set to continue.

Talking ahead of Mobile Advertising 2011, Ludovic Levy, Director of Mobile Advertising at Orange, explained that at the moment: "It's about messaging, which is growing fast as well. Even if display will remain dominant, messaging is growing thanks to the development of all the innovations such as the messaging security, interactivity capability as well as the location-based advertising."

The huge growth in smartphone technology and social media has largely helped in expanding the reach of location based services within the mobile industry. However, mobile advertising now needs to develop to the next stage of the process by allowing customers to choose the ad they view and not just be subjected to it.

"Mobile is a quite different medium. It's very personal, very intimate, and it's very small. It's a medium which is displayed on a very small device. It's about permission, it's about privacy, and it's about preference management. And if we apply the web legacy approach in terms of advertising we simply fail, because we simply bother our mobile customers."

Ludovic will be speaking at Mobile Advertising 2011 which takes place at the Sheraton Park Lane in London on 4th-7th July 2011. The conference will enable delegates to learn how to develop profitable mobile advertising campaigns and deliver relevant location based marketing that reaches the right audience at the right time. For more information and to listen to Ludovic's interview in full, please visit http://www.mobileadvertisingeurope.com/.

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Additionally, we want your views on the mobile advertising industry. What do believe the future trends will be and will it be social media that makes the biggest impact? Have your say in our survey http://www.surveymonkey.com/s/mobileadvertising2011.