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”