There is plenty of innovation in the advertisement world. Not
only a 73% increase of the French market of in 2005 but as well innovation of the classical on-street advertisement.
JCDecaux, one of the worldwide leaders in advertisement, is always trying new ideas to catch the attention of people. They installed a real dress inside the billboard.
See http://gregorypouy.blogs.com/marketing/2006/02/les_abribus_vol.html (fr)
When will the next step or full mobile advertising become true? The mobile phone allows a
good interaction with the user, it is a widespread device, easy to use.
There are already a few trials of live poster communicating with mobile phones. I visited the accinity booth at
3GSM Barcelona. This German company offers an interesting solution based on bluetooth or infrared
communication. It is good to validate the
concept but it is too complicated for the end user. He has to set up a wireless infrared or bluetooth link to the poster. Moreover, this is a breach in security and it could eventually open the door to viruses transmitted over this
link.
Clearly, the future lies in pure contactless applications. No need to
configure the handset, it is enough to simply place the phone close to the poster (less than 10 cm) and that's it!
See the success of felica in Japan or
the Navigo trial done by Bouygues, RATP in Paris.
In summary, the keys for the deployment of mobile marketing are:
- Easy to use - no complex handset configuration
- Non intrusive - the action must be triggered by the customer
- Cheap - the use of RFID tags is preferrable to bluetooth modem
- Interactivity from the handset & the network - propose to
download ringtones, wallpaper, to send SMS or to connect to special web
site.
A very funny advertisement from Pepsi on Mydadada.
This advertisement is already cited on many blogs and web sites, the buzz promises to be a big success!
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