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Rethinking Mobile Strategy

By Andy Maskin, Program and Platforms Director for FCB Garfinkel

I was recently asked to write some columns for offering my take on the current mobile landscape and where it may be headed. As is my wont, I decided to explore some contrarian opinions I have about the present and future of the space. We all know mobile is very important for our business, but we’re still figuring out exactly how, as marketers, to make the best use of it.

Below are links to my three columns with brief summaries for each.

The blight of gratuitous hashtags

It seems as though a steadily increasing proportion of TV and OOH ads contain a hashtag as an implicit call to action. But this may not be the best use of the medium. Unless executed with the right strategy, expecting a hashtag to influence mobile behavior is misguided. The hashtag simply becomes a gratuitous use of precious real estate.


Rich future for oft-maligned mobile banner

Mobile banners have notoriously low click-through rates. At the same time, they represent one of the major sources of mobile inventory and revenue for app developers. In this piece I argue that rich media-type ads with transactional capabilities could mitigate users’ reluctance to engage. The key is to get your message across without taking users out of the app/experience they are currently enjoying.


A $30,000 smartphone with four wheels and a motor

In recent years, in-car infotainment systems have gotten increasingly sophisticated, to the point where cars are effectively becoming, in part, mobile devices that support app ecosystems. In this column, I explore this trend and discuss how we might reach consumers in their cars, particularly if they are turning off the ad-supported radio and using apps.