Operators Defend Own Brands Against Mobile Advertising

Mobile advertising is the “next big thing” in the mobile world, but one big hindrance is the operator’s desire to promote their own brand above others. “It’s more important to put our brand forward in front of customers than a third person brand,” said Patricia Leonard, senior category manager for mobile advertising at T-Mobile (UK) at a roundtable discussion in London” reports Total Telecom. This hinders the ability of third-party brands to promote themselves, and leads to some unwieldy service names which often sound a bit silly.

There’s a lot of other issues as well, of course, such as the perennial diversity of handsets and the relatively low data speeds — and also a lot of promise with the always on, always connected aspect of mobiles. Still, while ad agencies are keen on the new medium they’re not yet confident. “Ad agencies are forecasting zero revenue [from mobile advertising] as it’s too difficult to predict,” said Matt Champion, associate director at Mediacom and member of the Mobile Marketing Association.”

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