In the first trimester of 2006, more than 19,500 mobile content adverts were broadcasted.

Mediafusion alone boasts 42% of these adverts, becoming the leader in television advertising Mobile content has become the main player in the world of advertising. So far this year Spanish people have seen nearly 20,000 adverts for melodies, games, background, animations and other mobile content. Companies in this sector fully take advantage of the most efficient advertising media, to advertise a business based on one of the most prominent sectors of the time. The real star of the market however is the Spanish company which holds the majority of adverts in the mobile sector, Mediafusion.

Infoadex, a company which controls and assesses advertising in Spain, has published a ranking of the 10 highest advertised brands in February 2006. Sixth and ninth place are occupied by Olemovil and MoviGold respectively. Together they have 2,800 insertions, almost 600 more than the brand of nappies which tops the list. Both brands are distributed by the Spanish mobile platform known as Mediafusion España, S.A. which not only accounts for its leadership in the sector, but also makes it that with most television advertising.

In magazines, this situation can also be seen. In 2005 Mediafusion occupied first place as mobile services advertiser and 5th place at a global level.

According to Jesús Barrera, Mediafusion’s Marketing Director, “our investment level will always correspond to the level of demand. We search for and offer what people demand and we adapt to this in real-time. As a result, agility is fundamental in this sector. A large growth in investment is expected. Mobiles are allowing more and more possibilities. The features which can be downloaded are increasingly attractive and the ways of personalizing them are infinite: Our intention is that people are always up-to-date with what their mobiles enable them to do.”

For Mediafusión, there are two keys to success. Firstly it has never used the “alert” option when offering content. With this method, the user is unaware that by sending an SMS, he is subscribing to a system which will send and charge him for many messages, until he works out how to cancel his subscription. Secondly, having committed to the commercialization of original music (instead of other companies’ policy of selling covers) thanks to the agreement signed with major record companies.