I’m always connected. Why aren’t you?

As I was riding the T in Boston last week on my way to dinner with a friend, I found myself analyzing two adverts that sat on each side of one of the doors of the train (this seems the be the curse of ad professional’s, that we can not blithely go about our merry way oblivious to our craft. Nope-we have to analyze the shit out of it).

On the left was a sultry ad for the web based dating service Lavalife. On the right a promotion for ZipCar, a pay as you go car rental service. Now being a recently single (not happy about this fact) and car-less (this either) young urban professional-I studied the ads from the point of view that both services are very relevant to my current situation.

Both ads used striking layouts, vector art, and photo imagery. Both used concise (and cheeky) calls to action that only appeal to the likes of a GenX’er like me. However, only one afforded me the ability to connect to them digitally while I was in transit.

Lavalife, not Zipcar offered its readers the ability to opt-in to receiving more information by sending a SMS to message to a number provided in the Ad. Furthermore, I found them listed on my mobile services’ WAP deck (AT&T Wireless). After further investigation, Lavalife Mobile is also available to Bell Mobility, Cingular Wireless, FIDO, Rogers Wireless, TELUS Mobility, and Verizon Wireless customers. Brand score in my mind (Lavalife: 8 ZipCar: 0).

Question: In this day and age, for any marketer trying to reach the elusive 14-34 year old segment, why on earth would you invest in traditional out-of-home advertising without making it addressable by providing some type of mobile call to action/service? (That’s rhetorical for all of you Madison Ave. types). If my life is always connected, why isn't your service?