What is it about mobile that you think makes it such a good medium for brand advertising?
Several things. First of all, it’s an “uncluttered” medium and an immersive, full screen experience. Unlike the PC, viewers don’t have a chat screen open and an email screen open at the same time. It’s also not like you have a TV-style commercial break where 6 ads go by so you might want to put down the phone and go to the kitchen. And there is no ad-skipping like with a Tivo. So it’s not surprising that the recall is very high. So let’s talk about targeting. Our belief is that it needs to be done just right – under targeting or over targeting can be a problem. Most advertisers that are trying to do branding on mobile phones are big brands with big budgets and the ads will also be running on TV. The target framework for brand ads is generally two or three variables at most. The first two are always age and gender – that is how TV is bought. On top of that if you can have some sense of spending power – that’s as far as brand buyers can go on a very large scale. There are other variables
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