Regardless of what you think about Apple’s Steve Jobs dropping the price of an iPhone by $200 two months after its launch and two months before Christmas… the reaction by Nokia was swift and suggests what to expect from advertising in years to come.

TV, historically the best medium to reach the masses, is slow.  Case in point.  The next morning, Nokia uses search advertising to sway Apple users / would-be users to consider Nokia:

Image grabbed off Tech Crunch.

Text advertising creative is the easiest and fastest one to create, I’d guess by noon EST the creative departments of Nokia’s ad agency will have churned out display/banner ads along with rich media ads and using their ad management tools, they will be able to swap out any existing ads and in their place run these.  That, folks, is the power of advertising.

Of course, getting very technical, this also stresses the importance for global marketers to always be “in the money” in the sense that they always need campaigns with flights running.  Admittedly, were Nokia want to start an offensive to counter Apple’s price cut, it would take weeks, days at the very least, months in all likelihood.

In fact, one reason why even TV video ads are dead is that Nokia could create made-for-web video ads and run these online and these would take less time to create and less time to hit consumers.

Point of the story: not only is the Web reaching critical mass and growing faster, it’s also cheaper and more effective by leaps and bounds.

TV advertising is simply too costly and ineffective to compete with the Web.

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