Mobile Entertainment

In an on-portal world, media brands may have learned to think of themselves as way down the food chain. But things are changing. The proliferation of D2C, aided by some clever client software solutions, has made some giant brands a 24/7 presence on the user’s mobile. Unsurprisingly, many of them now want to take their revenues to the next level.

Among the companies enabling this change are RefreshMobile, whose mobizine scheme helped Conde Nast push dynamic content to its readers. The there’s Leiki, with a self-learning solution, that the FT has harnessed to learn precisely which topics interest individual readers and then use it to deliver a targeted news ticker.

These so-called active idle screen (AIS) technologies help media brands take full control of content presentation and promotion. But why stop there? These companies have the reputation and reach to rival any branded search provider.

More importantly, they have the content and traffic to monetise mobile advertising. Put simply, media companies can be mini-Googles.

This possibility lay behind the decision of UK-based search specialist Mobile Commerce to unveil its Monetised Mobile Search solution. It allows any WAP site owner to host a search box and manage a keyword auction. Queries are submitted to MC, which returns relevant results in the format most useful to the searcher. Several media companies have signed up.

This is no doubt the motivation behind the ambitious tie-up between newspaper USA Today, and 4INFO, a mobile search and messaging company. Their strategy provides a blueprint for others to follow. Generally speaking, the service – which is promoted through the daily newspaper – delivers users access to free text alerts on topics including news, sports scores, stock quotes, weather, gossip, movies and travel.

More importantly, it gives advertisers the option to insert their ads ‘offering related of special offers’ next to these alerts. When users respond to the ad, brands can then follow up by delivering coupons, collecting user email addresses, conducting user polls, and providing directions to the nearest store, for example.

Because local search and information is such a huge part of Gannett’s value proposition, trials are underway to bring these services to the group’s other 85 plus newspapers. The first will be the Indianapolis News.

Matt Jones, Gannett’s director of mobile strategy and operations, believes the strategy consolidates Gannett’s position as a one-stop source for local news and content. “It’s not about trying to out-Google Google,” he says. “It’s more about building on Gannett’s position as a trusted brand and bringing in advertising – particularly local advertising – the audience would appreciate.”

Ironically, local may be what allows media brands to do battle with Google and co and win. Major search engine companies lack the manpower and resources to reach the silent majority of small and mid-sized advertisers likely to benefit most from the exposure. And even if large search engines could grow their ranks, their algorithms are not fine-tuned to pick up on news and events at the local district level – let alone monetise them.

USA Today and 4INFO have the right idea. The end-game is about creating an ecosystem for partners and reciprocal sites to showcase their content, drive traffic and monetise mobile search. The question isn’t how to do it: it’s why more media companies aren’t following their lead.

Peggy Anne Salz is chief analyst and publisher of Msearchgroove.com, an online portal tracking developments in mobile search, advertising and social media.