News out of the UK:
Apparently, there seems to be a real steadfast inertia (PC equiv == risk aversion) on the part of the creative team to put together creatives specifically tailored for the mobile. They seem to want to just throw the respective TV ads in its place.
Which is a real shame, as it essentially means that are not leveraging the unique demographic-level advantages that mobiles offer - which should lead to more effective ad targeting and coupled with other features such as frequency, yield management and loyalty programs - resulting in - higher brand awareness, development, recall and thereby, acceptance (== ROI)!
Some of the really unique and compelling reasons to leverage the mobi space.
So, it seems the ad execs really don't like being held accountable and management couldn't be bothered.
Sad.
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