One of the big debates in the mobile industry is the part advertising will play in mobile content, and how it will be delivered. Michael Nutley argues against “brand building” such as banner ads and so on are “doomed to failure”, and backs the older, more prosaic technology of SMS competitions.
“It’s not hard to see why text-and-win mechanics work so well. The decision to text in is taken on impulse, when the consumer has, in this case, a crisp packet in their hand. The only communication device everyone has with them at all times is their mobile. So for maximum entry numbers, allow people to text in.”
I’m not sure I agree that branding campaigns are due to failure, I can benefits for appropriately-branded information services and short ads before video clips, but I do agree that SMS-and-win campaigns are far from dead.
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