Tom Burgess, co-founder and CEO of Linkable networks and the founder of the world’s first mobile advertising network (Third Screen Media) has offered some intriguing new ideas to mobile advertising agencies.
Taking the mantra “lead with mobile” seriously, Burgess suggests that it shouldn’t be taken to mean exclusively running ads on mobile devices. Sound counterintuitive? Aren’t mobile phones advertising campaigns going to reach the fastest growing group of connected users?
Well, Burgess thinks, there are other ways to “lead with mobile” besides concentrating all the ads on mobile devices. He asks an acute question: “Who really watches a video mobile ad all the way through and then goes to the brand’s Facebook page to learn more?”
A more effective means of leading with mobile, he argues, is “mobile enablement” – giving every ad on every medium (print, TV, radio, internet, mobile etc.) a mobile component which functions as a simple call to action. These prompts, Burgess insists, must be easy to implement, with low barriers to entry, such as encouraging a consumer to access a brand’s mobile app, texting a simple promotional code or scanning a QR code.
How the big brands lead with mobile
Disney, for example, used the mobile-call-to-action tactic in a highly successful ad campaign last summer. The ads appeared in print, on TV and on radio — but in each of them, consumers were invited to download the world famous brand’s mobile app simply by dialing a StarStar code. Thereupon, they could search its amusement parks, find wait times, and access exclusive videos and photos.
Starbucks also practices “mobile enablement” through its use of location-based networks like Foursquare. When potential consumers come near to a specific Starbucks outlet, they receive a coupon, an offer, or simply an invitation to drop in and relax with latte or a Frappuccino.
These strategies, Burgess opines, make a lot of commercial sense. He says:
“It’s more likely to be a good use of your marketing dollars because now, the print ad that originally would just have created consumer awareness of your brand –- at best -– is now encouraging the consumer to get out there and do something as a result.”
He sums it up like this:
“So, you can “lead with mobile” by adding mobile to all the media you already work with.”