Mobile Advertising

The mobile phone is rapidly growing in importance for advertisers as both a delivery and a response vehicle. With ROI from traditional advertising media declining and consumers becoming less and less motivated by it, the mobile phone offers the opportunity for brands to re-engage with consumers through a more personal and more immediate medium.

As a response vehicle mobile allows consumers to take immediate advantage of press, TV or radio offers and request further information on the spot, simply by texting to a short code. With response rates as high as 12% (source: MMA), mobile advertising can be more effective than Internet advertising.

As a delivery channel the mobile phone is a powerful and reliable mechanism for targeting opted-in marketing messages. Its personal, accessible and always-on nature make it the ideal vehicle for immediate and time-sensitive promotional activities. Campaigns, for instance, may include a call-to-action that drives customers to visit a mobile Internet site or send an SMS response, registering them for discounts, further information and so on.

To see how Candlestick Park in San Francisco, California promotes their SMS communication channel with stadium attendees, click here to view a newscast story.

Further advantages of mobile advertising include:

• Fast campaign set up- shorter lead times when compared to broadcast advertising
• Better campaign testing - test and tweak different versions of ads to improve success
• High level targeting
• Response measurability down to the individual
• Direct delivery of marketing messages
• Delivery receipts verifying which messages are delivered
• Higher response rates than typical Internet and conventional media channels