CALIFORNIA: This is a piece of news that should make television and online marketers sit up and take notice. With average click-through rates that are five times higher than standard online advertising and stronger recall rates than television advertising, mobile marketing has come of age as the most productive and cost effective medium for reaching a highly desirable demographic.

My AvantGo which claims to be the world's largest mobile application has come up with a report stating that companies such as CNN, rollingstone.com, American Airlines, have realized impressive results from innovative, interactive marketing programmes running on the application.

My AvantGo states that it provides a unique, interactive marketing experience, enabling the consumer to complete surveys, play games and receive targeted information such as daily trivia when it is most convenient for them.

A few case studies which highlight the success of the medium:
RollingStone.com - Earlier this year music publication rollingstone.com launched a newly redesigned mobile website on the My AvantGo service. In the first two months following the introduction, active usership increased by 330 per cent. With the redesign, the channel has attracted more sophisticated advertisers, the first of which was a two-month sponsorship by Honda for its new Element vehicle.

Jeep - Jeep brand, a division of automobile manufacturer Chrysler Corporation, conducted a mobile advertising campaign via My AvantGo in conjunction with the initial launch of the new Jeep Liberty. Jeep took advantage of the targeted, uncluttered advertising environment and 1.5-2 per cent average click-through rates to collect more than 15,000 leads.

American Airlines - The recently launched American Airlines My AvantGo channel attracted 80,000 users within the first few months. The channel offers up-to-the-minute flight schedule and loyalty program information to develop strong, long-term customer relationships. The new channel was honoured with an Excellence in Interactive Marketing award from DFW Interactive Marketing Association for "Most Effective Wireless Campaign on Mobile Devices".

Programme manager for the mobile devices group at International Data Corporation (IDC) Kevin Burden said: "We expect the usage of mobile marketing campaigns to increase as companies discover that they can be an effective and flexible communication medium. Users often carry Personal Display Applications (PDAs) for reasons in both business and pleasure, providing a consistent vehicle for delivering a strong brand message."