Last week at OMMA mobile in NYC, Charles Johnson from Microsoft’s Mobile Advertising organization announced a key initiative that in my mind is in the forefront of mobile convergence; Multiscreen marketing in the mobile world.

[ Slide presentation]

The keynote paralleled Microsoft’s release of a full cross-media strategy of integrating their own assets of  MSN mobile to a consistant experience between Online and mobile.

1) Consistant Experience between PC and Mobile

2) Optimized for Smart Phones

3) Dynamic tabbed content and Auto suggest with Bing Mobile

4) Integrated seamless display and search through out all properties making it ubiquitous throughout a consumers day

This was a very strategic and forward thinking move by Microsoft as very few of the online ad networks have released as similar platform.  Now media buyers and planners can streamline their process with the integration of mobile as part of the overall strategy; A one-stop shop for media placement bringing a consistent experience across all the different platform types.  With this step and process moving forward, Microsoft is validating that  mobile is not only a separate channel but an integrated part of an entire media strategy.  As brands and marketers grapple with the right mobile strategy, this is a very clean and easy-of-entry strategy to buy cross-media through the entire Microsoft network and compare all media distribution for the most effective ROI. “Not only is it the media delivery” stated Charles, “but an integrated solution that will bring insights and analytics in one consistent vantage point.”

I am sure we will see many more companies following this lead in the near future, but this time Microsoft is a clear leader!