Absolutely yes! Mobile advertising agencies have taken a strategic decision to focus their activities on smart phones. The decision is backed up by solid arguments which include the following:
According to a Universal McCann study 53% of smart phones users respond to ads, 35% of them request a coupon or more information about the brand.
The majority of smartphones users have prepaid internet packages which make it easy to display banners, videos, interstitials, branded games and applications.
The demographics of smartphone owners are typically of the higher socio-economic stratum making them very appealing to advertisers.
These are strong arguments. Enhanced by the ego of Creative Directors who would always choose to display their work on a platform which promotes their visual ingenuity, you have an entire advertising industry placing its bets on the penetration of smart phones.
What about an interim strategy?
Should the entire industry wait five more years until smart phones reach critical mass in order to prove the power of mobile advertising?
Feature phones still account for the majority of handsets (about 90%). Yes, their visual display does not match up to the smartphone capabilities and internet connection is still on the lower end.
But they still have valuable attributes of mobile devices which allow for targeted and interactive campaigns.
Advertising on feature phones is not limited to SMS. Cell broadcast idle screen advertising campaigns are showing significant growth in the BRIC markets. Bluetooth and IVR are still used to reach the masses.
Advertisers must compromise their creativity to create effective advertising campaigns in the interim period until smartphones take a meaningful market share.
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