It's been a while since I looked over some of the major brands that are employing Yahoo's Mobile platform to get their brands out there. Lately there have been a ton of ads from FlyCell which is rather appropriate because they are simply selling ringtone downloads (of all the known 1 hit wonders) to mobile phone users. Personally, I can't stand music ring tones...
But some bigger brands are really leveraging things well. Here are a few that I have seen lately... and I really like some of the simplistic designs because they still have impact:
Subway - Doctor's Associates, Inc.
Avis - Avis Rent A Car System, LLC
iShares - Barclays Global Investors, N.A
Bank of America - Mobile Banking
This last one is interesting because they really leverage the mobile angle well from design through to conversion. The Bank of America ad links out to this page which allows you to either submit your email to get a direct link back to the BofA dot-mobi site or just click through to www.bofa.mobi which forwards to https://www.bankofamerica.com/mobile/.
I've spoken about getting dot-mobis and how I think that can be valuable and important for big brands. The company implementing the mobile component herein is Ipsh and they state the value of the mobile side as such on their site:
"How can the mobile campaign actually move the needle and address a marketing paradigm for the brand? Is it about 1) user acquisition? 2) retention? 3) loyalty? 4) increased transactions? 5) a brand new revenue channel? Whatever the need of the brand is, we’re addressing it. Maybe mobile isn’t the right call. If it is, which technologies do we employ? SMS, WAP, WAP ADVERTISING, JAVA, BLUETOOTH, LBS? Perhaps it's a combination of them all. Maybe just one."
I think that the ads and the mobile approach is pretty powerful stuff. The more and more un-teathered we get the better. As marketers, reaching people on the run is going be increasingly important.
In the end, I really just enjoy seeing the different banner designs that come out in mobile form and the individual approach / pitch each one makes.