Following on from SMS Text and SPAM (part 4)
Before we discuss the complex paradigms of mobile marketing content, let's step back a moment to discuss mobile phone culture.
For advertising to be effective, it has to be presented within the context of it's audience.
TV advertising is a model we are all used to.
While specialist cable/satellite/local channels may carry more targeted advertising, the majority of TV advertising (in the UK at least) is LCD (Lowest Common Denominator) often aimed at the lady of the house.
Naturally, during peak children's viewing times, the toy ads and teenie fashion campaigns appear.
Also during what could be described as "male dominated viewing" programming times, like the late evening news and sports shows, adverts for cars and beer will appear.
But during a typical early evening, what percentage of TV adverts can you recall, which targeted a more specific LCD audience than household? Personally I don't think this is because advertising executives think that women are time rich and TV obsessed. It's just the LCD of children at play or in bed, men down the pub, doing hobbies and erm. working late at the office.
Many men wouldn't admit to liking or following a SOAP or family comedy (unless they contain a hot actress). If you look at the scheduling of these, what does that tell you?
Such viewing patterns and advert scheduling criteria, may also be dramatically influenced by the socio-economic status of the audience. For example, richer households may have secondary TV sets in the kitchen or in specific bedroom. Even richer households may have TV sets in a second home (beach bungalow or house boat). How would that affect an advertisers targeting?
All these conditions relate to what that audience segment is receptive too.
So what do you think are the environmental and social contexts in which the mobile phone audience exists?
I feel another survey coming on ;-)
More to follow in part 6.
