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Mobile Apps Draw Marketers, As Well As Google's Attention

Mobile apps are fast becoming part of today's marketing mix because they can connect brands and products directly to consumers, writes Theresa Howard, and that's made the phenomenon one of the hottest topics at the Cannes Lions International Advertising Festival. The number of apps available for the iPhone alone has gone from zero to 50,000 in less than a year.

"A branded iPhone application grants a fantastic consumer engagement," says Alexandre Mars, CEO at mobile ad agency Phonevalley. "They are rich, compelling and insightful. They provide a quick response time, and they are available without any data connection."

Among the brands using apps to connect with consumers are Kraft, Chanel, Audi, Pacifico Beer, Hardee's, Sherwin-Williams, Target, Burger King and Zippo, and USA Today itself.

Google, meanwhile, says that it is testing selling advertising on behalf of developers of applications that run on the iPhone and Google's mobile Android software, Elise Ackerman reports in the Mercury News. AdSense for Mobile Applications is only available to developers of apps that are free and that attract at least 100,000 daily page views.

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Read the whole story at USA Today, San Jose Mercury News »

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