It is no secret that technology is moving the world from being relaxed to real-time and companies more than ever need to be able to turn on a dime to be competitive. But while industries have increased their speed, offline advertising has stayed fairly stodgy.
For example, online advertisers - many news sites in fact, launched targeted ad campaigns the moment they learned about the BP oil spill but television and radio advertisers have to wait a good deal of time for new ads to be created and distributed.
I was reading an interesting article
from Bob Emmerson
about how SMS can not only help entrepreneurs in third-world countries but it can also be used to update video ads (via MMS) in taxis and other places such as elevators, restaurants and grocery check-out lines.
As mobile advertising becomes a larger area and the addressable market becomes not only the devices mentioned above but every cell phone in existence, the opportunity for technology to help advertisers increase sales rates becomes very real. For example, let's say hundreds of thousands of people descend upon a sports arena - at the moment the MVP of the game is announced, advertisers can beam out targeted ads congratulating the player and offering a related discount.
Then there are ads which can be rolled out tied to news of the day.
In short, the targeted and intelligent use of technology can help increase advertising ROI while helping boost carrier revenue.