Here is some interesting commentary about advertising in a world with more mobiles than computers, televisions or landlines…
“The smart advertising networks and creative shops have already started mobile divisions. Soon the larger networks will be hiring more and more creatives with tech know how. They will also become their own aggregators, where they can host their own 3G portals and handle the back end of all WAP pushes, premium sms, 3G streaming and content clearing for handsets…One immediate approach is to add mobile integration to your current campaigns. There is no reason Coke should not be giving away a free coke branded ringtone with each purchase. The cost will be minuscule in comparison to a large TV campaign. Now you can have kids walking around with a cool Coke branded ringtone. They can swap it amongst their friends and also change it with every purchase…Clients will realise they can generate revenue as well as brand value, from cool branded content.”
The ridiculous cost of designer clothing demonstrates that people will pay a premium for “cool” stuff, even if it’s branded enough to effectively be an ad…
Related stories:
–A Cellphone, a Movie Lobby and a Message
–Mobile Web Initiative Voices Concern Over Mobile Ad Costs
–Bollywood On Mobile Mints Money
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