A recent report published by Informa, Mobile Advertising: Cutting Through the Hype, reports that the mobile advertising industry will be worth $12.09 billion by 2013. In 2008, however, industry revenues will reach only $1.72 billion, 80 per cent of which will be generated by mobile content providers. So what about the big brands? According to vendors, this is the year that mobile advertising will go mainstream (as was last year, incidentally), but according to this report, and mainstream media, the big brands still aren’t biting.
The mobile advertising campaigns of two big brands, however, have recently been well documented by the media. The first is Jaguar. Jaguar has recently announced the success of its US mobile campaign around the launch of its XF model, which has delivered over 15 million ad impressions across the mobile Internet, and over 85,000 unique visitors to the Jaguar XF WAP site. The second is Nike, who has launched an interactive mobile campaign allowing consumers to create their own trainer designs. Digital agency AKQA has created a pan-European campaign around technology that analyses the dominant colours of pictures taken on mobile phones. The new service, NikePhotoID, encourages fans to customise their next pair of Nike trainers by offering them the chance to send an MMS of their choice, which the service will then use to create a picture of a shoe customised to the main two colours in the shot. Consumers may then progress to buy the customised shoes.
Despite the success of these mobile campaigns, apparently mobile advertising is yet to hit mainstream: “big brands remain sceptical about the return on investment that will justify the premium rate-cards already associated with this emerging medium” (Nick Lane for Informa). Time will tell….
Tags: advertising, Marketing, Mobile
