Marketing On The IPhone; Worth It If The Brand Is Right


Another industry saved by the iPhone? Despite there being only about a million iPhones in the US (out of 250 million mobile phone users) Ad Age has rounded up some companies to say that the iPhone raises the stakes for mobile advertising. This doesn’t seem related to any technical capacities of the iPhone, for example: “Land Rover, seeking new ways to reach its affluent target for the launch of its Range Rover Sport, ran a campaign on the iPhone that allowed consumers to quickly connect with the iPhone-exclusive Google (NSDQ: GOOG) Maps page providing directions to the nearest dealer or make a phone call there.” Land Rover’s mash-up showing dealer locations may be exclusive to the iPhone, but Google Maps certainly isn’t. However, the marketing effort was considered a success, registering 400,000 impressions and 1,100 users entering their ZIP codes since October… “That’s excellent results — that’s significant,” said Mariana Solano, advertising-communications manager for Land Rover North America. The overall campaign is also running on Blackberries and Treos, but the click-through rate was 0.3 percent while the campaign average was 0.22 percent — small numbers, but it is advertising a luxury automobile.

That seems to be the key to advertising success on the iPhone — make sure iPhone users are the demographic you want to market to. Joao Machado, online associate media director, Mediaedge:cia, which represents Land Rover, said iPhone users are tech-savvy and affluent so “an automobile with a broader reach may not fit the iPhone demographic”. It seems that the seemingly better results of marketing on the iPhone are the result of two things: First, the gadget is a filter which allows a bit of targeting; and second, marketers think they have to go that little bit further to justify there presence on the iPhone so they tend to put more effort into the campaigns, doing things which are technically possible on other handsets. Still, what is clear is that although the iPhone market is relatively small, it is worth marketing to if you have something they want: Twentieth Century Fox Home Entertainment ran a campaign for Live Free or Die Hard with photos, trailers etc, and it clocked up a million impressions in 3 weeks. I’m not sure an adaption of a Jane Austen novel would have generated as good a response.

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