Russell Buckley has a post about a speech given by John Stratton, VP-chief marketing officer at Verizon, to advertising agencies at Advertising Age’s Madison & Vine Conference. He’s not a happy camper and he commands a $1 billion marketing budget…but he also pointed out that soon Verizon might be making money out of the advertising industry rather than putting it in.
“Mr Stratton’s solution is to stop dabbling with online and jump right in. But then hint of his real motivation comes to the fore when he predicted that 25 -30% of the $100 billion annual spend on branded advertising is going to go to the mobile phone channel. And in case you still haven’t caught his drift, Verizon is the second largest network in the US, with 51.3 million subscribers. It’s also currently testing an advertising programme on its network.”
Russell was unimpressed with a later statement by Stratton, that “ad delivery cannot be personal. It needs to respect the privacy of the individual while connecting them in a more meaningful way with the message we send.” Russ is a big fan of targeted mobile advertising as long as it is opt-in, and I tend to agree with him on that one.
Related stories:
–Location Based Marketing – Could it Really Work? Part Three
–Mini Mobile Magazines
–Ad-Supported Mobile Video Deals Underway
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