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App-vertising Way Forward for Mobile Marketing
Mobile marketing is enjoying remarkable success in the UK and US at the moment, but advertisers are just at the tip of the iceberg of what could be achieved if a new wave of “app-vertising” can be properly exploited.
“App-vertising” is a new form of Brand Positioning for companies to utilise by promoting their brand through a downloadable mobile application. The new innovation could finally harness what has always been a tantalising but frustrating potential of Mobile Advertising.
In the last year, Mobile Advertising has finally started to gather credible momentum. The advent of Apple’s iPhone applications provides a New Media for advertisers to sink their teeth into. Last week, the Internet Advertising Bureau (IAB) reported a 99 per cent increase in mobile advertising spend in the UK year on year, and this figure could rocket further with new mobile app-vertising.
In just nine months, Apple’s App Store has registered over 35,000 different applications for customers to download with more than 1 billion apps served to consumers. Innovative companies have already latched onto the idea of promoting their brand through downloadable applications including Chanel, Adidas, Burger King and Levis.
Perhaps one of the most successful app-vertising campaigns to date has been from Audi. Over 50 per cent of downloaded applications are games, so Audi incorporated their brand into a racing game, the A4 Driving Challenge.
With mobile giants Nokia jumping on the app bandwagon with its Ovi Store, and other companies in the industry entering the fray, Mobile Marketing is set to become one of the prominent avenues for digital advertising in the coming years.
Mobile and Video Advertising news posted by David Finklehorn on 18 May 2009
