Deeper Realms of Relevance: Supposedly, There’s An App for That

MTV Networks recently released the results of Love ‘Em or Leave ‘Em: Adoption, Abandonment, and the App-Addled Consumer, a study conducted in partnership with Latitude, a provider of “creative research and unexpected knowledge for leaders in content, technology and learning.”

Some of the key findings in the study include:

  • Apps Create Me Moments
  • Apps Make Everyday Life Better
  • Apps Open Us to New Worlds

“We learned that apps not only provide small doses of fun, but also offer real emotional and functional value to people’s everyday lives,” explains Neela Sakaria, Senior Vice President at Latitude. “This presents a unique opportunity for content providers like MTV Networks and their advertising partners to extend the entertainment experience into deeper realms of relevance and engagement.”

This is one of those stories that makes me wonder. I have an iPhone but no iPad. Of the Apps I have loaded to my phone, Twitter is the only one I use consistently. For me the iPhone isn’t about value-added Apps, it’s about Safari and Google Maps and emailing images from the built-in camera. So, I feel like all the excitement around Appsvertising is either misplaced, or it is simply not for me (or people like me).

What’s your take on the importance of Apps as it relates to the advancement of brand communications?



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.