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9/8/2010 |
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Mobile marketing is the fastest growing advertising method, with over 200 million cell phone users in the
US.
On average there are 10 billion SMS messages per month in the US.
40% of major brands have already deployed mobile marketing campaigns |
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Discovery Channel
“What we are really focused on is delivering a rich experience,” said Doug Craig, senior vice president of digital media at Discovery, Silver Springs, MD. “What we want this to be is an extension of our brand. As mobile usage gets higher and higher, we look at this as the missing piece for the 360-degree experience.”
Discovery will soon integrate dynamic ads on discoverymobile.com with clickable banners. The mobile media buys are expected to tie in with other channels. “A lot of sophisticated advertisers on television and online are looking to get for true cross-platform experiences, so they’re also looking to advertise on the mobile front,” Mr. Craig said.
Land Rover
“We did a campaign in fourth-quarter with Land Rover,” Mr. Machado said. “This was the third mobile campaign we did and the first two were for branding purposes. Once we saw how successful they were, we realized that mobile is a good channel for us.”
Subway
“We wanted to do a traffic-builder,” said Michael Lewkowicz, chairman of the Subway Franchisee Advertising Fund Trust and president of Subway franchisee QSR Brands, Buffalo, NY.
“There’s 240 million phones and text messaging is getting bigger than email,” Mr. Lewkowicz said. “Our demographic is youth and youth has the phone and we have to get them to email and text. That’s where our youth are. They can type the numbers 1 to 10 better than they can do the ABCs.”
“It is widely held that 18-to-34-year-olds are mobile-savvy and while this is true, the data suggests that adults aged 35 and greater recognize that the cell phone can be used for more than just talking,”
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