A simple map versus 2,000 postcards.A simple map versus 2,000 postcards.

A lot has been written about the recent Verizon and AT&T map ads.  The Battle of the Maps began with commercials for Verizon’s 3G coverage. Basically,the commercial displays Verizon coverage maps having exponentially more 3G coverage than AT$T.   AT&T (obviously) was not a big fan to they sued Verizon (and lost).  So AT&T countered with Luke Wilson throwing postcards around an over-sized national map. 

Let’s face it these advertising giants are not messing around.  Per Ad Age,Verizon spends $3.7 billion to $3.1 billion for AT&T (compare this to the soda giant,Coca-Cola which only spends $752 million).  In other words,both advertisers have enough money to pummel any message into your head using many media channels at a very high exposure frequency. 

But sometimes you don’t need to see a commercial 20,30 or 300 times.  Sometimes you just need once.  This is where the simplicity of the Verizon Map is impactful.  A consumer needs to just see them once,because the maps are  visually compelling and easy to understand.  It starkly demonstrates the difference,whether on television,in a magazine ad,or in a store front window of the corner cellular store.  So many ads today barrage consumers with a multitude of value propositions,industry jargon,and competitive claims —all within 30-seconds or a full page ad.  Simplicity rules.  It breaks through.  It is impactful (another ad in this genre is Apple’s MacBook Air ad).

AT&T’s advertising response to the Verizon Map Ads lacks the impact.  Having Luke Wilson chuck postcards around an over-sized U.S. map doesn’t seem to refute Verizon’s claims.  The fact the commercial uses postcards also may give the commercial an antiquated,out-of-date feel (seriously,when was the last time you sent a postcard). 

It seems obvious Verizon got AT&T’s attention,but are they getting the general public’s attention?  The first test will be the reaction of phone switchers in the current holiday season.  Currently AT&T’s share of the market is 29% which is three percentage points behind the market leader Verizon (per Ad Age).    New Verizon phones like the Droid combined with 3G coverage can be a compelling gift for many.

A second test will be if (or when) Apple creates an iPhone that runs on the Verizon network.  AT&T’s market share is bolstered by the iPhone,and if you are buying a 3G iPhone which service provider would you choose?  Personally,I am an iPhone and AT&T customer,and I am waiting to see if a Verizon iPhone appears in the near future.  If so,I am bolting,because of the difference in coverage.

In a way this is a bizarre twist for me.  While I am not a big fan of AT&T cell coverage (thanks to the maps),I am a big fan of U-verse,AT&T’s cable offering (conversely,not a big fan of Comcast).