Commentary
TargetCast's Minichini: Mobile Banners Are Like A Gateway Drug
- by Joe Mandese @mp_joemandese, May 22, 2013
Speaking on a panel at OMMA Mobile, Steve Minichini, president of interactive marketing at MDC Partners’ TargetCast, acknowledged that the agency doesn’t buy many mobile banners --
yet. And it it does, it’s mainly looking at them as a means to an end.
“It’s almost like a gateway drug,” he said, noting that the real goal is
to figure out how to do a “data capture,” or launch a video campaign, not to serve a banner ad impression on a mobile device, per se.
The mobile banner
dilemma is further complicated, he said, by the fact that many client campaigns are split between brand-building ones, and performance-oriented ones.
Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
