Jaguar and Land Rover announced their plans to spend $1.6 million on mobile advertising in 2009. AdMob will be running the auto brands' campaigns on its U.S. network.
Interestingly, the push for mobile advertising this year is more around driving response than growing awareness. Research has found that mobile advertising is currently more a direct-response tool versus awareness tool. This appears likely because of ads targeted to smart phone users. The relatively affluent user demographic of iPhones and Blackberrys use their devices to stay connected while they travel and play and past performance of mobile ads indicates mobile users are indeed acting upon content consumed on their mobiles. As can be imagined, past performance is a key driver of tomorrow's ad sales.
As such, despite the looming recession and advertising cuts, companies still see value in mobile advertising. We can expect to see more and more advertisements hitting our phones this year. According to Steve Bader, Managing Partner of Brand in Hand:
"Million-dollar-total campaign budgets are not totally unusual and will become more typical in the coming quarters. The smaller scale of most (mobile ad) buys of the last few years has not been in rational proportion to the growth of mobile audiences and interaction rates with mobile advertising."
Soure: http://adage.com/digital/article?article_id=134882
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