I just read a fascinating interview at Mobile Marketing Magazine of Bruno Saint-Cast, CEO of Key2Cell. David Murphy did the interview and it was, as usual, a terrific read.

Murphy and Saint-Cast were talking about the upcoming launch of Key2Cell’s mobile advertising platform that will allow a mobile advertiser to create 7 versions of an ad campaign that correspond to the level of technology a particular phone can receive. For example, let’s say my friend and I each had signed up to receive information about a band – let’s just say Styx, for the sake of argument. (Yes, I’m an 80s music fan).

Anyway, suppose Styx wanted to send out a video to their fans but they didn’t want to upset those who were still stuck in the 80s technology-wise and couldn’t get a video. They could create 7 different versions of what they would send. My friend might get a simple text message with a link to watch the video online. I might get the video sent directly to my phone.

Slick as a whistle. This is the stuff that makes mobile marketing so exciting.

This program won’t launch until fall in Europe and 2008 in the U.S. and it is clear the target market to become advertisers is big companies. Even so, the article, titled The 7 Message Trick, is well worth reading as it is full of great insight into the mobile advertising world.