Jennifer Wilson, director of digital media agency
The Project Factory: “There are about 14 million
phones that can happily go onto internet sites
and pull up mobile apps, have decent navigation
and have fast enough screens that show video
and images really well, and that market is only
going to grow.“So if you have 14 million people on
mobile phones that’s about four times the size of
people who are online in Australia.”
Mark Shaw, commercial director, MediaSmart: “A
campaign that we ran for McDonald’s restaurants
revealed that the mobile channel was the most
cost effective medium used in the campaign and
with that the cost of competition entry for
mobile was at least 50% less than any other
medium used.”
Mark Shaw: “The reality is that the mobile
platform represents technology, it represents
opportunities for brands to get accountability,
call to action, all those sorts of things. Throw in
things like targeting ... these are the things that
are giving us the opportunity to talk to a broad
range of clients.”
Claudia Sagripanti, director of mobile
communications at Group M:
“Nielsen is introducing its panel system, AIMIA
put out its first Mobile Traffic Trend Report a
couple of months ago, and is releasing a second
report shortly, and has just released updated
mobile advertising guidelines, which are all
working towards making advertisers more
confident about mobile.”
