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.

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