Brands Haven’t Cracked Mobile — Yet

For the most part a video report on Nielsen’s self-serving “What Do Teens Want” conference is pretty unremarkable (Special Report: What Do Teens Want?), but one thing that the editor at Brandweek, Todd Wasserman, said regarding text messaging, was very important:

…this is a medium that hasn’t been penetrated by advertisers, unless they can somehow get themselves into the conversation.

So, for the time being, it would seem that texting is a relatively safe zone for teens in terms of exposure to ad messaging. But Wasserman also makes it clear that accessing teens through text is a priority for advertisers and exhibited hope that iPhone 3.0 might offer new possibilities.

(By the way, does Jack Koch from Microsoft’s Massive agency actually say anything at all? He seems more concerned with the girl behind him.)

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