Remember the time when cell phones didn’t exist? Or when car phones were the size of fax machines or laser printers? How about when the only purpose a mobile phone served was to make and receive calls or play snake? The industry has come a long way from the first adoption of mobile. Mobile hasn’t just revolutionized a communication industry; it’s revolutionizing the advertising industry as well. In fact, Gartner predicts that mobile advertising will be a $20.6 billion market by 2015.
As the majority of our customers are spending time glued to their handheld devices, we continually have to find new and exciting ways to engage with them. Long gone are the times when effective marketing simply included billboards, print ads, banners and TV spots. In the new era of mobility, brands have to find alternate ways to communicate, connect with and engage customers.
We all know that brand loyalty is emotional. Consumers who stick with one brand over another have a connection with that brand. There are distinct rivalries between Coke and Pepsi, McDonalds and Burger King, Nike and Adidas and of course Apple and everyone else. In an increasingly connected world, how do brands sufficiently and emotionally engage with... Read more
Archive for Marla Schimke 
Mobile is the New Black
Welcome to the NAI, Marc Groman: Celebrating the Conversations
Congratulations and welcome to the NAI, Marc Groman. The news that the FTC’s bright star is going to be the NAI’s next executive director and general counsel has resonated well with the ad community. Soon, most brand marketers and agency executives will grasp just how positive this move is in terms of affecting the dialogue that has been taking place around online privacy, ad targeting and industry regulation. It is a tremendous tipping point for our business.
I speak from the standpoint of a company that has been an active member of the NAI since 2003. The operational word there is “active.” This is not the kind of trade organization that waits for things to happen. It is an advocacy group in the best sense of the word. The NAI has been one of our most profound conduits towards communicating the positive elements of using audience targeting technology from the beginning. It has been a unifying factor for all the serious companies in this business. It has kept us on message and focused on best practices while various Washington agencies have taken their shots at ad technology in the name of privacy. It would have been easy to look at the... Read more
