According to an article at New Media Age, brands are starting to place more importance upon mobile apps in their above the line advertising campaigns, with emphasis on outdoor creative.
Head of mobile at creative agency Ogilvy, Scott Seaborn commented saying that “Mobile apps are starting to infiltrate 
outdoor creative advertising… Orange’s SMS [customer loyalty] campaign, Orange Wednesdays, rarely featured in its above-the-line marketing until the launch of the Orange Wednesday’s iPhone app.”
Due to the success of the Orange Wednesday’s app, it was used as the focus of last month’s TV ad campaign. This is due to Orange, among other brands believing that mobile apps are key to engaging and retaining customers.
It’s not just the telephone network companies that are beginning to see the value of integrating their marketing efforts into marketing via mobile in order to retain customers. British Gas have recently begun to engage with their customers through an iPhone app which allows users to calculate their gas bill. This has also been a centric focus in their outdoor advertising campaign too.
DirectGov have used their iPhone app on the Applestore to gain feedback about their approach to mobile which has helped to shape their overall marketing strategy.
