Mobile Radio Simplified. Accessible. Relevant.

eMarketer reports that in the fourth quarter of 2007 alone, 78 million US consumers saw or heard advertising on their mobile phones. That’s almost 30 percent of the population. Yet, advertising budgets were disproportionate to the bottomless potential in this realm, compared to spending on other media. From the article:

“There is a clear disparity between the high reach of mobile media and the low percentage of marketing budget currently spent on the medium, which creates an obvious opportunity for savvy media buyers,” said Rob Lawson, president and co-founder of Limbo.

Just what we’ve been saying for the past year. What marketer wouldn’t want to place their ads on a medium that reaches over 243 million people in the U.S.? It’s pervasive, measurable, targetable and 100% accountable; all things that are quickly becoming “musts” on media buyers lists of prerequisites for their buys. Media research firms all show that mobile advertising is a medium of undeniable, impending exponential growth.

For radio and other traditional media, this is a good thing when looked at with the proper lens. You’re in the business of producing content, and monetizing it with advertising. Since the ways advertisers spend their money is changing, so must the way you distribute your content. Put your content where advertisers are putting their dollars, and your revenue will continue to grow.

Smart broadcasters will act ahead of the curve. They’ll see where ad dollars are going (mobile), and make sure their brand is represented there - giving their advertisers a reason to innovate with them in the process. They’ll find the most universal solutions that bring the best revenue potential and make themselves profitable new media pioneers.