Mobile and wireless devices are going to be really big, was the incredibly unsurprising findings of a research from BBDO, the ad agency. Of greater interest was the FT's observation that this created a big problem for advertisers...
"Unlike television viewers, mobile phone users are unaccustomed to commercial interruptions. To reach them, agencies will have to develop content so engaging that mobile phone users will seek it out - a tall order."
BBDO's head honcho's reponse was that the opportunity offered by this new environment is that, “if you can create some content that they want to engage with, they can do that all of the time from anywhere.” Which is a good example of someone trying to apply old rules to a new game.
Johnnie and I help marketeers understand these new rules and their implications at Open Sauce Live. We did a great session at the London HQ of a large European PR agency this week, which was attended by twenty consultants including the MD.
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