Using the mobile phone as an advertising medium

It's a truism that the cellphone has evolved into more than phone. Now it's a picture-taking, song-playing, video-calling mobile communication device, with as much complexity as a hand-held computer. Practically, it's become so indispensable that it has transcended socio-economic barriers to be used by rich and poor. So, with this kind of unprecedented exposure, why is nobody advertising on this mini billboard?

By Martin Bizior

29 Mar 2005

Unlike our keys and other personal items, mobile phones are always on us and generally displayed prominently in full public view - while simply communicating or drinking a cup of coffee.

Historically, manufacturers have had all the marketing and branding control of their handsets. Network operators regained their footing since 2000 as the ownership of customer became key to them. Prominence has been given to network logos by including it on phone's casing - especially in Europe where Vodafone and other operators demand their logos on every phone they distribute.

So, if the cell phone network operators have realised the advertising and branding potential why have marketers ignored this new medium?

The obstacles preventing this are perhaps the same as those originally faced by the networks:

Advertisers have limited or no access to mobile phones at the point of manufacture or distribution. This makes it impossible to advertise on them. They simply don't have the leverage the networks do.

Once these phones have been sold, there are other obstacles. How, for instance, do you entice existing and new mobile phone owners to allow advertising and branding on their handsets? What's in it for the consumer?

The sheer volume of mobile phones in the market place enable this unique medium to provide unprecedented advertising exposure. Unlike most conventional media, cellphones are in constant sight of existing and potential target markets.

About the author

Martin Bizior is Head Chief at Rare Treats which produces a mobile torch that can be branded, as a slimline accessory to any cellphone. The mobile light is primarily designed as a branding or product endorsement tool. Email: martin@raretreats.co.za.