Local mobile search specialist go2 Media has launched new mobile advertising service called Dynamic Content Marketing. The mobile site for go2 delivers local entertainment and information to users – and the new service allows front pages on the site to be branded, and have one-click links integrated into the page. Initially the service is only available for the movie industry – and the first campaign has been for Transformers: Revenge of the Fallen.
For the Transformers campaign, go2 has put heavy branding for the movie on its site, and has a one-click link to local theatre showings of the movie. This is the basic offering of Dynamic Content Marketing – brands can get a lot of space on the go2 site, as well as relevant links and features for their product. Users can also get content related to the brand, so for Transformers they can access reviews and a trailer.
From the release:
“Truly effective mobile ad campaigns go well beyond simple banner and landing page implementations,” said Dan Smith, President of go2 Media. “go2’s publishing technology and our editorial network allows us to create much more comprehensive user engagements. Our Transformers: Revenge of the Fallen campaign is a great example of integrating go2 content and services with creative marketing to deliver an experience that is valuable to both the advertiser and our users. These content rich experiences will become standard practice as mobile marketing matures.”
What we think?
This isn’t a bad deal for the brand in question, but it’s not great for users. What if you don’t want to see Transformers? In that case, your local search service will be annoyingly clogged with display ads and extra links that make your regular searches more difficult to perform.
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