What is the 3rd screen? Probably the device you hold more near and dear than any other...your smartphone. Do you think that your precious, super personal phone is immune to marketers and advertising? Think again.
Average response rate to an online advertising campaign, 3%.
Average response rate to mobile campaigns..................... 13%
How can there be such a dramatic difference?
I chalk it up to being because people do really believe that their cellphones are the most personal item they own. People have a genuine love for their cellphones that they don't have for their personal computers. They like using their cellphones as much as possible, even if it means purchasing branded applications.
The most common mobile advertising is SMS advertising. Since I changed from a 'basic' phone to a smartphone I haven't gotten anymore of these, but I remember getting rather intrusive and random SMS advertising messages from time to time before the switch.
You better get used to it too. Estimates predict 5 billion in mobile advertising dollars to be spent in America by 2011. That's a lot of 2 inch messages. But messages and video aren't the only way to build your brand image. iphone sells an average of 1 million dollars worth of branded applications a day!
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