TheTMSway Weekly Radar on Mobile Marketing and Business

With an Inherently Local Ad Base, Publishers Can Take the Mobile Lead With mobile advertising experiencing 10-20% growth year-over-year, focus can be the big challenge for most people involved in the mobile space. With expansion is going to come diversification, as increasingly niche long-tail approaches will add depth to a field that till now has been in its infancy. Mobile advertising is currently largely national or online brands and products—especially with the explosion of ads in games advertising for other games. Local advertising makes up only a small percentage of mobile ad buys, and there’s little sense in this. Yet it’s not going to be local businesses themselves that correct this imbalance—it’s traditional loc... Read more -->

Digital and Mobile channels continue attracting global marketing spend

The digital and mobile channels are reported to experience growth in terms of marketing spend, according to Warc’s Global Marketing Index (GMI), climbing to scores of 78.79 and 71.2, respectively. The press, on other hand, still acquired an increase to 36.1 from last month’s 33.5, even if experiencing the largest reduction in terms of expenditure. The radio industry improved slightly to 39.6 from 42.3; while TV and out-of-home to 48.8 from 48, respectively. In global perspective, the report revealed that budget growth among global marketers have increased to 51.5 in March, which passed the threshold score of 50 for the first time since Warc’s tracking via GMI, as compared to February’s 49.3. The report revealed respondents in ... Read more -->

US Mobile Market: Mobile Ad Spending to reach $2.61 billion in 2012

The rapid growth of mobile marketing spend in the US is projected to reach up to 80% this year 2012, an equivalent to $2.61 billion, according to eMarketer report. A notable figure of last year disclosed the impressive rise of mobile ad spending at $1.45 billion compared from the $769.6 million in 2010. Two of the major contributing factors that led such an explosive growth are played by Google and Apple; with the former’s mobile search business and heightened interest in display inventory for both smartphones and tablets, and the latter’s widespread adoption of iPhones amounting to global sales of 37.04 million units in the last quarter of 2011. "As mobile devices become a remote control for our lives, the more indispensable they... Read more -->

US ad agencies and advertisers spend 6% of marketing budgets on mobile

The latest survey in the US market revealed an average of 6% marketing budgets spent by advertising agencies and advertisers on mobile medium in the region. Published on Business and Leadership paper, the said survey had more than 600 ad agencies and advertisers responding the survey. Result revealed that the largest proportion of the respondents buy mobile through ad networks (46%) than any other resource, including direct from publishers (30%) and exchanges (12%). According to the survey, the most important offering of a mobile partner is targeting and reach. While majority of US advertisers and ad agencies (69%) spend less than 5% of their budgets on mobile at the moment, the report said that most have plans of increasing their ad spen... Read more -->

TheTMSway Weekly Radar on Mobile Marketing and Business

Borrell: 20% of Local Marketing Budgets Planned for Mobile Borrell Associates, which specializes in research covering local and online advertising, issued a new report this week called  “Main Street Goes Mobile” that examines the role that mobile media is projected to play in  local business marketing over the next five years. Pointing to a business and consumer environment ready to embrace mobile advertising, Borrell cites statistics indicating that a full third of website readership already accesses information via mobile devices. Meanwhile, half of local businesses report plans to engage in mobile marketing. Emerging market operators make the right calls Growth investors can still capitalise on the expansion of t... Read more -->

TheTMSway made Hong Kong Tramway a real time interactive touch point

As Martiros artist ad campaign made a hit at Hong Kong Tramway, mobile users were able to experience an exciting and personalized manner of meeting in person with the long hailed ‘one of the most successful and collected living contemporary Master Artists in the world’. The Damina Gallery is a place that displays masterpieces of artists from US, Asia, and Europe – that includes Martiros, who is one of the most successful and collected living contemporary Master Artists in the world celebrating the love of life and freedom. With his art exhibits scheduled from May 9 to 28, 2011, all supporters of Martiros were invited to acquire for VIP invitations in an exciting and more personalized manners. The interactive campaign, powered by The... Read more -->

TheTMSway Weekly Radar on Mobile Marketing and Business

Global mobile market grew almost 20pc from last year – research The global mobile phone market grew by 19.8pc year over year in the first quarter of 2011, according to research from IDC. The research revealed that mobile vendors shipped 371.8m units in the first quarter of 2011, compared to 310.5m units in the first quarter of 2010. This growth was helped by the smartphone market, particularly in the Middle East, Africa, Latin America and Asia/Pacific, excluding Japan. Mobile Marketing Association Extends Reach into China The Mobile Marketing Association (MMA) is extending its “footprint” into the largest, fastest growing mobile population in the world. On Monday, The Mobile Marketing Association announced the launc... Read more -->

TheTMSway Weekly Radar on Mobile Marketing and Business

Alcatel-Lucent helps bridge the gap between mobile operators and advertisers Mobile providers are well positioned to be enablers to ‘conversational marketing’ for major advertisers and brands, and to generate new profit streams if they automate and standardize language, formats and inventories. Advertisers look to mobile operators—and their relationships with subscribers—as an ideal channel to engage with consumers. Mobile Internet usage ramping up in Southeast Asia Internet users in Southeast Asia are shifting away from desktop PCs, according to Tommaso Del Re, head of mobile and business development of Yahoo Southeast Asia. "The next wave of Internet users in the region will be predominantly from mobile devices," he a... Read more -->

TheTMSway Weekly Radar on Mobile Marketing and Business

Creative and mobile marketing 'to be key for travel brands' Travel brands will be embracing mobile marketing next year, the latest study shows. Travel brands expect to increase the emphasis they place on using creative channels like social media and web content, as well as mobile marketing, new research suggests. According to a survey of 325 travel brands, including airlines, agents, tourist boards and tour operators, from Frommers, 70 per cent of respondents are planning to raise their digital marketing spend next year. The mobile Internet does not need apps THE CO-CEO of Canadian Blackberry smartphone maker Research in Motion (RIM), Jim Balsillie has said that Apple's idea that smartphones need apps is just plain sil... Read more -->

TheTMSway launches “” to disrupt the shortcodes marketing business with a Telco-independent new generation of shortcodes which are optimized for URL messaging between brands and consumers

TMS shortcodes break the long-time barrier and limitation of today’s SMS shortcode technology. From a brand point of view they provide a simple way to deliver location based offers in real time. And consumers only need 1 click to get access to requested content avoiding the old fashion “double way” SMS mechanism. TMS shortcodes provide a user-friendly service adapted for the new generation of phones allowing brands and media to reach consumers instantly with personalized offers. Hong Kong (11 October 2010) – TheTMSway announced today the global launch of – the first ever shortcodes technology which operates telecom independently. offers brands to instantly create a shortcode for a campaign and ... Read more -->