News of Hyatt’s deal with Microsoft to put hotel ads on Verizon Wireless phones might have been met with scoffs among hotel marketing executives. With phone ad revenue rising at an annual clip of 79 percent per year, it can’t be long before such media proliferation becomes as invisible to consumers as e-mail spam—right?
While traditional branded ads don’t work on mobile phones, the platform lends itself—surprisingly well—to more dynamic, value-generating campaigns that beg for user interaction, ad analyst Jeffrey Lindsay of Sanford C. Bernstein & Co. told Bloomberg.
In other words, if I see a standard ad for a coffee shop on my phone, I’ll probably just ignore it. But if that same ad offers discounts at the local Starbucks that’s on my way to work, count me in.
The folks at Hyatt seem to be adapting well to this dynamic approach. Instead of buying ad space just for the purpose of ads, they’ve developed a more integrated campaign that promotes consumer participation.
The Hyatt ads will encourage people to sign up for the group’s frequent-guest program, as well as letting them book rooms and check in using their phones.
That first component (which highlights the frequent-guest program) is likely to get the attention of the growing horde of cost-conscious travelers among us.
Just as importantly, the second component (which allows guests to book and check into rooms using their phones) reaches the tech-savvy consumers who own phones with such capabilities in the first place.
This one-two punch of value-oriented content targeted at technologically capable consumers should yield dividends for Hyatt. If nothing else, branching out onto new advertising platforms is a surefire way to rise above the media din.