Mobile Music Key for Advertisers: OMMA Panel

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MediaPost reports that panelists participating in the “Re-Mix: Dialing up a Music Model” panel at the OMMA Mobile conference Thursday offered the following takeaway: in general, music brands find that “connecting with fans through cell phones and mobile campaigns can mean the difference between consumers getting lost or sticking around.”

An example from the panel: Citadel WKHX Atlanta, a country radio station, wanted to launch a contest to increase ratings, so they called on country singer Kellie Pickler. According to the report, the mobile campaign scored 4.3 million messages in seven days, causing the radio station’s online community to grow more than six times larger.

“The campaign shows a deep recognition to the connection with the audience has become more important,” said Dorrian Porter, CEO, Mozes, Palo Alto, Calif., at the panel. “It’s all about maintaining a relationship with the artist through mobile phones.”

The big disappointment so far? Geo-targeting, or location-based advertising via GPS chipsets or other means, has yet to make a dent in the mobile space.

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