Does advertising via mobile phones have a real impact on the consumer?
We strongly believe in this type of advertising. First of all, brands can communicate directly with consumers. Also, it is a universal media. The example of Japan is quite symbolic: the mobile phone is used only 24% of the time for making calls. The rest of the time it is used to download games, to chat, or to watch audiovisual programmes. Advertising is being developed very intensely. Consumers accept advertisings if they respond to their desires. The advantages are numerous: the mobile phone is not static, we carry it all the time, it allows us to take part in TV games. Undeniably, it is interactive and it allows results of an opinion poll to be known practically in real time. What is the evolution of IPTV? IPTV platforms are growing. They allow us to obtain information on our target market and to run a personalised campaign. IPTV platforms allow us to come into direct contact with the consumers, but for that it is necessary to have programmes, games, films: the role of the producers
