An
important question in Mobile Advertising,
like any form of Advertising, concerns
the tone of the pitch being made for the product. Some say that an
advertisement should be more informative so that the ones who actually need the
product or service would be benefited. That saying, just like many other
traits of advertising, belongs to a past age now. The modern world of
advertising has come to know and accept methods like “ambush advertising” where
masked attacks are launched at the competitors. Mobile Advertising has also seen a change in trend and the Mobile Banners that once enticed at the
most, now also attempt to provoke the user into feeling shame, guilty or threatened.
How
many of you have encountered pop up banners saying something like, “Beware!! 33
viruses detected in your mobile!!”? Did you stop to notice that this happened
only when you performed certain actions like opening an application? No? You
became so concerned that you stopped noticing anything else. The banner has
then fulfilled its primary task. If you have clicked on the same, its purpose
has been fulfilled. This is the latest in the line of Mobile Ads that provoke a reaction in the viewer that would lead him
to click on the link to the website of the advertiser. This style stands in
difference from the traditional Web Banners where the attempts that are made are to entice the user with ad
copies like “Find the cheapest mobile phones here”.
Thus,
the most important question for Mobile
Advertising Agencies right now is whether to entice or to provoke.
