• by Joe Mandese , October 30, 2008

So what’s the critical app for mobile marketing content? Well, if you’re Walt Disney Studios, it may be Hollywood produced entertainment programming. But if you’re a client of online marketing organization Ansible, it may be white papers. That’s right, those turgid, though sometimes insightful, documents that are ordinarily presented by industry consultants, apparently are a powerful new mobile marketing medium, according to Ansible’s Chris Lorenzoni.

“I’m sitting next to a guy from Disney,” Lorenzoni said, referring to fellow OMMA Video panelist, Disney’s Todd Mendeloff, “and I’m talking about a teaser of a white paper we’ve got.”

So white papers are king? Well, maybe not, but they are at least showing some impressive opt-in rates, according to Lorenzoni.

“People are interested in a white papers,” he said, adding, “At the end of the campaigns, we proved out that there is an interest. It may be a novelty right now from people who want to see what they can get on their phones.”