LandRover was touted this year as the first brand to engage in a million dollar mobile ad campaign.
But that could change in 2010, as more marketers - including Coca-Cola, BMW, Lufthansa, Pepsi and others seem to be gravitating to mobile as an advertising platform.
As MediaPost reports, Coca-Cola says "Mobile is a line item on our media budget for 2010."
The problem, says the pub, is that 20% of the brands advertising via mobile account for 80% of the spend.
But I'm not convinced that's a problem. For starters, if you believe mobile is the place to spend, you won't have any problem with that equation, because there's fewer advertisers crowding out face time - helping to explain 24% response rates in mobile, vs. .2% on the PC.
Secondly, why do we care about spending in mobile? There's a reason that not a single advertisers spent more than $200,000 in mobile last year, before LandRover. Mobile ads are a bore. And mobile's far more powerful as a response mechanism to commercial messages in other media. With mobile, television becomes interactive. Radio becomes interactive. Print becomes interactive. Outdoor becomes interactive. Direct mail becomes interactive. Point of purchase becomes interactive. Even the product itself becomes an invitation to have an interaction with consumers that is nothing short of remarkable.
None of that costs much. And none of that has anything to do with something called an "ad buy."
LandRover had great success in mobile advertising, and others have, too. But real results come from thinking bigger, bolder and more bodaciously. For some great examples (including, btw, examples from Coca-Cola, Pepsi, BMW and many others), start here. And here.
To read the MediaPost piece, click here.
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