Posts Tagged ‘Mobile Advertising’

SAP’s Mobile Marketing Campaign

Thursday, July 16th, 2009

Last month, SAP unveiled a new mobile marketing campaign, along with related online and print ads.

As part of the campaign, the company used an ad network to seed banner display ads on the mobile version of 11 different IT and business technology sites, including CBS, Gizmodo and CNN. Users can click on the display ads and connect to an SAP site that hosts five different short videos. Those videos focus on the connection between clarity and successful business and are hosted by such notable people as Accenture‘s Royce Bell and James Surowiecki, a writer for The New Yorker.

The company began using mobile marketing in an attempt to reach its target audience of C-level executives and senior business decision makers. Although this particular campaign is too new to have quantifiable results, OgilvyOne found that mobile banner ads have a 2 percent click-through rate, compared to Internet banner ads, which have a .15 percent click-through rate.

As mobile usage in general continues to grow, it’s likely that more advertisers will jump on the mobile bandwagon. Currently, 11 percent of the country’s 267 million mobile phone users own Internet-ready smartphones. Even big companies like Buick, Kraft and Wal-Mart have begun building mobile-ready Web sites.

Other viable mobile marketing options for advertisers include text messaging and Quick Response Codes. M:Metrics has reported that 49 percent of mobile phone users in America actively use text messaging, making it a convenient way to reach a target audience.

QR codes are two-dimensional bar codes that, when scanned by a phone, connect you to a specific URL. This option is more popular in Japan, where QR codes have been used since the mid-90s and come preloaded on mobile phones.

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BuzzCity’s Interactive Campaign Planner

Monday, July 13th, 2009

BuzzCity recently released a mobile advertising campaign planner for users of the company’s Global Mobile Advertising Network.

The tool, which is the first of its kind, allows marketers and brands to better plan their mobile advertising campaigns by providing information on traffic and demographic data from each of the 200 countries included in the BuzzCity network.

The Campaign Planner has an easy-to-use interface and provides key data that will help companies receive maximum results from their advertising spend. Media planners, researchers and strategists can use the tool to implement a strategy for a successful mobile advertising and marketing campaign.

The Campaign Planner includes a map display, which is colored to note the mobile Internet advertising page views available in markets throughout the world. Darker colored countries have more inventory compared to lighter colored countries, which helps advertisers identify where they should advertise.

When users roll over each country with their cursor, a pop-up window displays the number of ad impressions available per month and the average cost-per-click recorded for that market. Other information available through the tool includes carrier and network information; handset information, including brand, model, operating system and features; and user information, including gender, age and location.

“Each of the millions of ad impressions served across our network daily tell us a little more about the mobile internet landscape,” BuzzCity CEO KF Lai, BuzzCity said. “The data accrued is a trove of valuable insight for advertisers and media planners, and also paints a coherent picture of mobile internet trends – what markets are expanding, who is engaging and the types of handsets they are using to surf.

“BuzzCity’s advertisers are now able to do away with much of the trial-and-error of planning, and can establish effective campaign metrics upfront,” Laid continued. “There is no other advertising network that provides this amount of data, enabling marketers to better set goals based on their target markets, optimize their campaigns, continue to adjust performance to achieve the best click through rates, and ultimately achieve the best conversion and customer acquisition rates.”

The BuzzCity Global Mobile Advertising Network provides global wireless communities and consumer services. It is one of the largest mobile Internet advertising networks and includes more than 2,000 mobile Internet publisher sites in 200 countries in North America, Europe, Asia and Africa, along with the company’s myGamma mobile social networking community.

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How the UK Views Mobile Marketing

Wednesday, July 1st, 2009

A new study found some surprising statistics when it comes to how those in the United Kingdom view mobile marketing.

The study – which was a collaborative effort among Aeneas Strategy, Wasabi Mobile Marketing, Camerjam, MSEARCH Groove and Every Single One Of Us – took an in-depth look at the progress that mobile advertising is making in the United Kingdom.

Perhaps the most surprising, the study found that 70 percent of UK consumers would give permission for mobile ads if they were in control and received some sort of incentive. That could open a lot of doors for those looking to reach a particular audience, job-related or otherwise.

Currently, mobile advertising in the United Kingdom is worth about 30 million GBP. However, mobile advertising accounts for only .16 percent of the overall advertising market, which compares to Internet advertising circa 1998. Despite that, mobile advertising saw a growth rate of 99 percent from 2007 to 2008 and is predicted to grow significantly during the near future.

The study found that ad spend among various marketing channels is not proportional to time spent by consumers. In other words, the amount of time someone spends viewing an ad does not correlate with how much was spent on that ad. Overall, much more is spent on press, Internet and TV ads.

Another surprising figure is that less than half of the people questioned think that mobile advertising can be considered trustworthy. Among the respondents, only 43 percent in the UK, 47 percent of men, 39 percent of women and 46 percent of those 16 to 24-years old thought mobile advertising to be trustworthy.

The study further found that consumers are willing to share some, but not all, personal information. Most consumers are willing to share certain information to receive more targeted messages, such as those pertaining to gender, interests, music or hobbies. However, they are significantly less willing to share information such as location or information about income. Overall, the 16 to 24-years old age group is the most willing to share general information, but the least willing to share information on location and income.

The full report will be available for sale later this summer.

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Mobile Advertising to Stay Strong

Thursday, June 4th, 2009

Advertising budgets for mobile channels are expected to go against the downward trend and exhibit strong growth during the next five years.

A new report from Juniper Research found that constraints on budgets, which were imposed because of the economic recession, have resulted in an increasing migration of adspend from above the line to below the line channels. The need for engagement with the consumer and a quantifiable ROI mean that mobile is increasingly being perceived as an important medium to pursue this strategy.

However, the report found that even though the results are encouraging, the level of growth that mobile advertising is experiencing is still stagnant when put into context. It’s predicted that by 2014, mobile advertising will account for only up to 1.5 percent of global adspend.

On top of that, while some major brands have made investments in mobile, many advertisers have not yet been fully convinced.

“These investments still form only a small proportion of a brand’s total advertising budget,” Dr. Windsor Holden, author of the report, said. “Regardless of mobile’s advantages – its personal nature, the facility for highly targeted advertising – advertisers will not commit more budget until they perceive that the audience for their advertisements has reached a critical mass.”

The report further found that mobile Internet will become the most popular mobile delivery channel for advertisers during 2009 and will attract the largest proportion of mobile adspend; mobile cost per clickthrough and cost per mille rates have decreased during the past year because of the economic recession and mobile advertising response rates have remained higher than those in other media.

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Dockers ‘Shakeable Ad’ on iPhone

Sunday, April 19th, 2009

Hat Tip

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Mobile Advertising On The Rise

Sunday, February 22nd, 2009

The emergence of mobile advertising is off to a good start, thanks, in part, to smart phone innovator, the iPhone. According to 4Q data collected from social networking site Limbo and market research firm Gfk NOP, 41 percent of iPhone users recalled seeing advertisements on their handsets. The rates dropped to 33 percent for non-iPhone users. PaidContent notes that in context, TV advertising has a 10 percent recall rate.

An article on eMarketer quotes Limbo’s CEO, Rob Lawson, as saying,

“iPhone users do more things with their phones. They’re more likely to use SMS, location-based services and networks. I think over time we’ll see that gap between iPhone and non-iPhone users start to narrow as people move away from pure SMS handsets.”

JP Morgan forecasts that mobile ad spending is expected to increase 40 percent in the coming year — a boon in this troubled economy where traditional advertising efforts seem to be sliding into peril.

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