That’s what Montgomery & Co. managing partner James Min was signing on this morning’s “Platform Wars†panel discussion about the prospects for mobile media advertising and
marketing. He doesn’t think it’s such a hot “brand†advertising play. At least not yet. But he thinks the real value may be in consumer promotion and direct response types
of marketing. “How many of you people in this room, have physically used a coupon†recently, Min asked, prompting a smattering of hands projected in the air, including mine.
“About 20%,†he estimated. He then asked how many of the OMMA Global attendees would response to a smart phone offer to come some place at a certain time for something of value. A few
more hands went up. It was that kind of response that Min said gets him excited about the prospects for mobile marketing, something he projects will be a $60 billion category. “Ultimately,
the end goal of branding is to get you to buy something. What gets me excited, is that before you didn’t have attribution,†he gushed, adding, “Now you can connect the dots, and
now you can grow a market, instead of just taking share.â€
Min
