Mobile has better targeting than early Internet: digiday keynote

NEW YORK - Mobile marketing has more momentum and better targeting than the early days of the Internet, according to a member of the digiday: Mobile keynote panel. The panel focused on the state of mobile marketing and featured analysts with data on mobile marketing usage. Panelists discussed response rates, campaign sizes, appropriate approaches to campaign measurement, top spenders now and in the future, SMS versus WAP banners, in-application  advertising and emerging ad formats. “Certainly novelty has some impact on the high response rates achieved by mobile advertising, but compared to early days of online, mobile has much more momentum and there’s better targeting on mobile,” said Ali Rani, vice president of digital strategy at Dynamic Logic, New York.Advertisers can run campaigns with more interactive creative on advanced mobile devices such as the iPhone, which also provides marketers with the ability to connect to consumers anytime, anyplace, Mr. Rani said. As an example he cited Visa’s campaign featuring interactive interstitial ads within the New York Times iPhone application (see story).