Third Screen Media's CMO discusses key strategies for making advertainment work on the mobile phone.

The lyrics "hot dogs are so much fun, stick your hand in a toaster it'll burn like the sun" plays in the background as Lil' George, Lil' Cheney, Lil' Condi and Lil' Rummy hatch a plan on how to torture the cafeteria staff so they can get their all-American Hot Dog Day back on the ballot or, rather, back on their school menu. This series of mobisodes offered by Amp'd Mobile is appropriately titled "Lil' Bush," following the future president's antics as he fumbles through everyday decisions as a child. Initially the episodes were only available on Amp'd mobile phones, but the show became such a hit that Comedy Central bought the rights and has been broadcasting it as a 30-minute animated comedy.

So far "Lil' Bush" is the most successful mobisode (show produced solely for mobile devices like cell phones, Blackberries and Treos) ever produced. "Lil' Bush" is also the first example of original mobile content re-packaged for another medium; in this case, national television. Historically, most mobile content was originally intended for TV or the web, then shortened and repurposed for the small-screen of mobile devices. This content had then been used as commercials to attract cell phone users to other media, or back to the original medium. The "Lil' Bush" mobisodes signify a shift in the mobile world and the establishment of a new entertainment platform: the cell phone.

Television networks creating TV shows and films from original mobile content is only the tip of the iceberg. Next up will be gaming. How would you like to have a mobile pet that you can feed, talk to and share with friends? How about playing a game of mobile tag with your family? Feel like defending the earth from evil toy invaders? All of this will soon be possible as games are designed specifically for the mobile platform. Moreover, advertising will foot the bill for these new services with the addition of highly targeted, unobtrusive advertisements.

For a while now, certain mobile-specific content like wallpaper or ring tones have been easily accessible from TV network spin-offs like Discovery Mobile, available to Verizon customers. Through the mobile channel of Discovery, a fan can access "Deadliest Catch" add-ons and even participate in polling or view short clips of the hit show. However, with the cell phone's growing acceptance as an entertainment medium, more content will be created specifically for this platform, like 1 to 3 minute mobisodes of "Deadliest Catch." These mobisodes won't be repurposed from the TV show; rather, they will be created specifically as original mobile content.

And with worldwide advertising spending on mobile devices projected to reach $11.35 billion in 2011 (according to research company Informa), don't be surprised if most of this content is supported by mobile advertising. Highly personalized and non-intrusive ads and other forms of mobile advertising now grace many mobile landing pages like Verizon's, and the introduction of the iPhone and the cadre of phones to follow mark a change in the way the internet is accessed on the go. Not only will mobile content and entertainment change, but the way in which it's presented, accessed and eventually supported will bring about an experience much akin to the wired web.

International examples to follow
The mobile entertainment rage is already widespread in Japan and Europe, and with the explosion of mobile devices in the United States and the popularity of ring tones, wallpapers and games, the U.S. is poised to follow in its wake. The next-generation of mobile entertainment will be a resource accessible from wherever we go, even keeping us Wi-Fi connected on our morning runs so we can catch up with Lil' Bush and friends or our favorite "Deadliest Catch" captain. No longer will we be trapped by TV time schedules.

The cell phone will set us free. And, as seen with the development and popularity of new, more sophisticated devices -- including Mr. Jobs' latest foray into telephony -- the cell phone's future is full of endless possibilities for both the consumer and the advertiser. Imagine taking a trip down the coast, being able to quickly search for a good seafood restaurant, using GPS for directions, all while using the mobile coupon you received or clicking the mobile banner ad for 10 percent off the fried clam special and ordering your food online so it is waiting for you when you arrive. It's all possible with the same smart device that allows you to text message a quick review of the restaurant on your favorite web community after enjoying the delicious special.

And that's just the beginning.

Jeff Janer is an experienced digital technology marketer with a proven track record of identifying and developing new opportunities and new markets. Read full bio.