LAS VEGAS - Brands are using mobile media as part of complete digital marketing plans for brand development and direct immediate response.

The mobile market is at a critical mass, and it is getting bigger every year, according to a presentation by AOL's Platform-A at the CTIA Wireless 2009: Mobile Life conference. Brands and desktop computer companies such as AOL and Microsoft have taken notice and are investing in mobile at increasing rates.

"It's important to note the investment in mobile advertising and gthe mobile medium as a whole -- it has reached the mainstream," said Scott Kelliher, director of telecommunications and technology for Platform-A. "However, it's a mistake if you look at mobile as if it's in a silo and you don't look to integrate it into other media.

"There's no reason to limit yourself to any one vehicle, because you have the opportunity to leverage each medium for what it does best," he said. "Don't just check off the box, say ?I've tried mobile' and be done with it."

While smartphone browser access is improving and 64 percent of smartphone users access the mobile Web, consumers as a whole are not yet committed to mobile data. Forty-five percent of U.S. mobile phone consumers prefer to use their phones only to make calls.

"That's a big number, almost half, so we have to give them a good reason to change their mind," Mr. Kelliher said.

To engage those reluctant consumers, advertisers want unique, deeply engaging, relevant brand experiences on the mobile device that deliver tremendous reach and scale.

The solution, according to Platform-A, is to use mobile as a component of a marketers' overall digital marketing efforts, focusing the mobile component in the areas where mobile is most effective.

"Choose the vehicle that is most effective for the campaign's goals and the target demographic, whether it is SMS or a more immersive brand experience on the mobile Web or an application," Mr. Kelliher said.

Given the challenges of the current economic crisis, advertisers are asking for measureable ROI. The solution, according to Platform-A, is to use all available forms of digital measurable media.

"Don't try to jam an online ad campaign onto the phone, let each medium do what it does best," Mr. Kelliher said. "Online plus mobile equals increased reach."

In fact, the mobile Internet extends the reach of leading Internet sites by 13 percent, according to Platform-A.

"Adding mobile enhances the overall performance of multichannel campaigns," Mr. Kelliher said. "Optimal media results are achieved by using reach media to get advertisers' brand messages out to a mass audience, while simultaneously building immersive, 360-degree experiences in key target audience areas."