By Sixto Arias, Managing Director, Mobext

In the early Internet times, no banner could appear without inviting to click on it. Due to the inexperience of the users, most of the banners asked the users for their valuable clicks.

As we didn’t know that by clicking we could discover new characteristics, hot deals, more info or personalized offers, advertisers and agencies were forced to invite to click with expressions such as, click here, make click please, click for more info and so on.

With this silly behavior, agencies and advertisers could measure real results and adapt their media plans to sales, interests and demand.

Millions of dollars were saved in non profitable sites, and higher effectiveness was reached by campaigns independently of products and/or services.

Buying or not depended on a friendly website, matching offer and demand, or easiness of use and pricing reasons.

The thing is that in TV commercials, printed media adverts, cinema, radio or outdoor creatives we can not click :-(

Though you have the fresh money in your pocket, ready to be spent, though you would die for that beautiful product or are desperate to acquire them, I am sorry but you can not click :-(

Plan and buy media, blinded, can be an option in regular times but not in crisis times anymore.

Mobile phones are the remote control that, instead of audiences, can measure results, effectiveness, sales… this is; the difference between the right allocation for your budget, or an ineffective spend.

No other media can start a dialog (and I feel the customer is a bit tired to have been listening to an advertising monologue for dozens of years) finally, like the mobile phones do.

I am thinking that we could click in classical advertising formats with our phones but instead of click, we could call them, phone clicks or even shorter PLICKS.