Mobile advertising will grow but not without a challenge
By Paul Bennett
Despite a recent warning by mobile phone operators about the difficulty of establishing mobile advertising whilst in the shadow of other successful content services, ranging from music downloads to lottery tickets, world-wide mobile ad spend is still expected to increase nine fold by 2011 – reaching US$19 billion (Source: ABI Research).
Global brand managers tend to agree, recognizing the challenge that mobile advertising represents. Campaigns that go beyond the one-off promotion and make a measurable impact on bottom-lines will undoubtedly lay down the much needed confidence.
Leonardo O’Grady, Integrated Marketing Communications Director, Coca-Cola Pacific, commented:
“For us, it’s becoming less and less about reach, and more and more about clear effectiveness”
Luxury brands are amongst those cutting their teeth – many piggy-backing existing content delivery initiatives. An ABI Research spokesman confirms:
“For this market to reach its full potential, carriers, advertisers and marketing companies must utilize multiple technologies and business models to bring their messages to mobile consumers.”
In line with this thinking, world-renowned jeweller, Cartier, has announced that it will run its first ever mobile ad campaign across GQ and Glamour mobizines [â€œsnackâ€ versions of magazines created for your mobile] as part of a wider campaign to promote their Love range.
About Paul Bennett
Paul Bennett is an Internet Marketer of seven years plus and Director of Operations at UK marketing firm, NetProspect. Paul will be bringing world-wide mobile marketing news and feature articles to the Marketing Pilgrim.