With time on their hands, do tablet owners care enough to click on a banner ad for high-end watchmaker Patek Phillipe?
That’s the question Mobile Marketer posed to me after it spotted this advertisement on the BBC News app.
Only time will tell, but here’s my response:
“Patek Phillipe has several things in its favor: readers of BBC News on tablets skew more affluent, plus the link takes you not only to the product, but to the stories behind it that are a major component of the company’s marketing efforts. Tablet readers spend more time with the BBC content than on a mobile device, so storytelling fits here.
“The ad definitely speaks high end, but there’s no call to action or urgency conveyed that would make a reader want to stop catching up on the news and leave the BBC site.
“It definitely won’t drive so much traffic that it overwhelms the brand’s servers.”
The full article is here http://www.luxurydaily.com/patek-philippe-courts-female-consumers-with-tablet-app/