johnbee

The End of Brand Advertising

Brands will advertise by any means but if one means is as good as the other and cheaper then brands will opt for the most cost efficient in these difficult times. There is still a huge resistance to web delivery by ad agencies -particularly by "creatives" who see less scope for their artistic talents but mobile devices (aka cell phones in the US) which already outnumber TV's and PC's five times over will overcome it with largere screens and video capability. Mobile can provide far more relevant demographic and geographic and time sensitive information than any other media and can do so for every single user cost effectively. Many traditional ad agencies don't like it. The wool has been pulled for years over brands eyes with unprovable estimates of audiences. Agency resistance was responsible for causing the Internet bubble collapse in 2002 in my view but now Brands are getting wise to their hype and are looking for cost savings rather than free lunches, and mobile will provide the solution. The key to mobile is its interactivity and Brands will use it as part of a media mix to find out just who is seeing their Press and TV ads for real rather than rely on sparse research. A TV ad can't re-select those most interested in it with a targeted ad, but a mobile ad can if the user wants to see it and to win a prize and redeem it on the spot as my company prizemobilegroup can do. What Billboard or TV or Press ad can do that?