• by Ross Fadner , October 30, 2008

It’s early, early days for everyone involved in the mobile Web and mobile advertising, and MTV’s Greg Clayman, EVP of Digital Distribution and Business Development, believes application development will be particularly important for marketers. “It’s not easy” to get right, he said, adding that like social media, there are pitfalls to getting it wrong.

 

Clayman pointed out that it’s not really obvious for advertisers to know what to do when it comes to creating applications. Audi, for example, “got it right” with its mobile car game, creating a clear link to the brand that was fun to play. On the other hand, Clayman said you have to question a beer company creating a bar guide, when you can easily find that information on Google Maps. If you’re a brand and you create a crappy game or other application, then your brand becomes “culpable,” Clayman said.