“Mobile advertising is completely broken. It is total shit.”
These were the opening words of Damien Patton, founder and CEO of Banjo, as he kicked off the Mobile Advertising session at SXSW Interactive.
His point was that mobile advertising is fundamentally different than broadcast advertising, but that marketers keep on trying to treat it like broadcast. The resultant mess of misguided strategies and irrelevant metrics has resulted in mobile advertising that is ineffective at best and highly annoying at worst. Worse yet, marketers know this, but continue to do it anyway.
Mobile as a platform is about context and relevance. It’s a personal device, not a shared medium. It’s not just something we just watch – it’s something we used to get things done. It can communicate context — location, intent, interests. Yet marketers mostly insist on treating it like a broadcast tool, measuring campaigns by reach and frequency, and devising new ways to interrupt you with a message — even while knowing [Read more…]