AdWeek today talks about "Mobile Phone Ads Gain Ground." The article states that one in three mobile phone users are exposed to cell phone ads. But there is a quote in the article that I take issue with... "The fact that so many people are aware of advertising [on their mobile phones] shows that it's going to have some sort of real presence in the eyes of the consumer," said Rob Lawson, CMO, Limbo. Lawson said this indicates that advertisers are beginning to use it as a mass-market media channel. OK... Maybe so, but it doesn't necessarily prove that it's a worthwhile one. Exposure doesn't necessarily mean impact, or effectiveness. In fact in my own case, being bombarded by ad messages when I'm trying to make a call is only going to piss me off.
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I'm not in the market for a $5,000 Gucci purse right now!
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