Posted on Friday, November 13th, 2009 at 12:14 pm
One of the under reported aspects of cell phone text messaging (SMS) and other forms of mobile marketing is that it is not a level playing field. The conventional wisdom is that younger people tend to use their cell phones more and be more receptive to receiving ads on them than older people. While that is certainly true, there are also significant socioeconomic and racial differences in usage. United ran ads on TV, on-line banners, search engine ads, out-of-home, radio, and mobile — both SMS and WAP. The result? Their interactive ads (mobile and on-line) were more effective than their off-line ads but, most interestingly, the mobile ads were five-to-ten times more effective than on-line advertising.
