I was in Cannes a week or so back for MeM where I joined Prinz Pinakatt, head of interactive in Europe for Coca Cola and James Davis (who was also at Mobile Internet Portal Strategies this week) Head of Mobile Commercial Development for News Group Digital on a panel titled: “How Brands and Publishers See the Mobile Advertising Market”.
The panel was chaired by Jim Cook of MobiAd News who has just published what we had to say.
Feel free to comment where you choose.
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The further ahead you look - the faster you go | davidpcushman AT gmail.com | These are my views and my views only.
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The rate of change is so rapid it's difficult for one person to keep up to speed. Let's pool our thoughts, share our reactions and, who knows, even reach some shared conclusions worth arriving at?
I remember when we ran the first mobile campaigns with 12snap back in 2002. What I am reading now tells me that brands have not much evolved beyond Txt-A-Monster.
ReplyDeleteWhen we first started in 1999 with mobile auction services, we discovered that (A) the mobile will not replace the portable computer and (B) the client is young and has low/limited purchasing power. Two years later, when we started to focus our infrastructure to mobile marketing campaigns, we achieved the delivery of simple media SMS text, SMS data (ringtone/logos) and later MMS and WAP. The experiments also involved mixing with voice servers and viral mechanics (Well Kiss campaign). I think David is quite right in pointing out brands have to look beyond two-dimensional ads and start looking for those patterns in traffic pointing to customer evangelists. The mobile phone is a highly personal device. Mixing media channels leveraging this personal "remote control" placing conversations between people around the day-to-day experiences should yield fantastic campaign ideas and ultimately access to individuals which do incredible things for their brands...