How To Feed Crackberry Addicts

Blackberry just got some kick ass press from Steve Rubel.
After making a casual study of commuters on the Long Island Railroad, Rubel notes the lack of newspapers, and the growing number of devices. He surmises:

It’s (the Blackberry screen) more valuable real estate than the back page of the Wall Street Journal.
The key things to consider when developing marketing programs for mobile devices are how they are used and what the consumer will reasonably accept. This means that more traditional forms of online marketing won’t work on a Blackberry. Busy businesspeople will be outraged if they need to wait for an interstitial ad to load when they have an urgent need to read an important news report.

Rubel goes on to consider what type of value might be added to this hand-held device. He believes “a broker could build and brand a real-time stock application or an airline might build a flight tracker.” Naturally, these type of Midlets could be brand-sponsored, albeit with subtlety (something that’s still foreign to most marketers).



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.