A sneak preview of the Motorola Xoom advertisement is now available on youtube before it is going to be officially launched this Sunday at the Superbowl. The preview of the ad starts in the year 2011 and clocks back to 1984, ironically the year Apple’s Macintosh ad also appeared on TV. The ad further goes on to say that there are a lot of similarities between 2011 and 1984 when we get to see a few of the Xoom’s features flying around. The preview ends here showing the Motorola logo and a caption below which reads, “It’s time to live a free life“.
If you can remember, Motorola’s ads that one got to see at the CES 2011 also took a dig big time at Apple’s iPad. In that particular ad, iPad was called a giant iPhone and the latest one moves a step forward or should we say backwards.
Motorola has definitely made it a point to target Apple as far as their ads are concerned.
The internet is slowly getting mobile. Wired.com had an article recently that proclaimed that the web was dead and the future was in the mobile apps. So, given such discussions, it is fair to assume that mobile phones are going to be a very significant area of marketing in the years to come. Consequently, mobile advertising is picking up too and jargons like CTR (Click through rate) that used to be limited to the web is now being used for the mobile platform as well.
So which platform offers the best returns for the advertiser? In a study of iPhone, iPad and Android plaforms, Chitika found that Android users were the most heavy ad-clickers. However, is this a positive thing? Some observers like Om Malik point out that the higher click-throughs on Android could stem from the fact that the older versions like 1.5 and 1.6 had clunkier user interfaces that may have confused the user with respect to differentiating ads from actual content. While that is plausible, it’s not entirely convincing. Here are the CTRs measured over the three platforms
iPhone : 0.654%
iPad : 1.01%
Android : 1.187%
Why do you think CTRs on Android phones are better?
2009 was not a great year for advertising. Nevertheless considering that mobile advertising is among the hottest emerging segment in advertising, it saw a 32% growth in UK last year, according to a study conducted by IAB and PWC.
Total Spend : £37.6 million
Fastest Growing Formats
1. Mobile Search : £20.2 million (41% growth)
2. Mobile Display : £17.4 million (24%)
3. Tenancy : £1.4 million (17%)
4. SMS/MMS : £1.2 million (26%)
Top Display Ad Categories
1. Entertainment & Media : 61.5% market share
2. Telecom : 14.7%
3. Finance : 8.1%
4. Consumer Goods : 3.2%
5. Govt., Social & Political : 2.7%