Professional Documents
Culture Documents
A CLASSIC GUIDE
TM August 14, 2009
$395
THE NEWS LEADER IN MOBILE MARKETING, MEDIA AND COMMERCE
www.MobileMarketer.com
Mobile
Classic Guide to
Advertising
simple. mobile. advertising.
C L A S S I C G U I D E T O
O 48 The appeal of interactive voice respons
by Charles Edwards
M O B I L E A DV E R T I S I N G 49 Flexibility is key for SMS coupon
by Jeff Brown and Ron Vetter
B A S I C
C 50 Web analytics and mobile analytics are not similar
by Jose Villa
4 Editor’s note: Mobile advertising’s appeal grows. So should its budgets
51 Local TV stations see mobile in the picture for advertisers
6 Mobile is critical component of Microsoft Advertising’s strategy by Leon Spencer
by Mickey Alam Khan
52 Value best practice in mobile marketing
8 The New York Times on mobile: All the news that’s fit to pinc by Chris Brassington
by Mickey Alam Khan and Jordan Crook
53 Porsche mobile effort outperforms online display ads
12 What is mobile advertising? by Giselle Tsirulnik
by Michael Becker
A D VA N C E D
15 How to plan for a mobile marketing program
by Ben Gaddis 54 Building a successful mobile business model
by Jay Neuman
17 The ABCs of SMS advertising
by Philippe Poutonnet 55 Hear that? Voice is killer app on mobil
by Stéphane Attal
20 SMS is key to advertising mix
by Gregory J. Dunn 56 ABCs of mobile advertising optimization
by Harald Neidhardt
21 How brands can structure an SMS campaig
by Shira Simmonds 58 Maximizing mobile advertising potential requires broad collaboration
by Guy Yaniv
22 Working with an aggregator on the lifecycle of a short cod
by Ben Tannenbaum 59 Mobile advertising and the African opportunit
by Alexander Gregori
23 How to make a valuable ad impression
by Steven Rosenblatt 60 AP Mobile: the new wireless service
by Jeffrey Litvack and Daniel Hodges
24 Mobile video belongs in the multichannel marketing mix
by Frank Barbieri 62 Big brands turn to mobile advertising and marketing
by Dan Butcher
25 Mobile will enable brands to align with consumption patterns
by Alexandros Moukas 64 Mobile Advertising: Smart money on smartphones
by Giselle Tsirulnik
26 The rich in rich media – goals, design and results
by Jon Altschuler and Eswar Priyadarshan 66 Look beyond the Apple iPhon
by Jeff Hasen
27 Role of branded apps in mobile advertising
by Ken Willner 67 World Wide Where? Getting locationbased mobile marketing righ
by Chris Glodé
28 Mobile delivers moment of truth at retail
by David Spear 69 Why reach is the critical mobile advertising metric
By Erin (Mack) McKelvey
29 A roadmap to mobile marketing
by Jose Villa 71 Blowing campaign budget on precanned data?
by Andrew Bovingdon
30 Interactive Advertising Bureau – How to buy media on mobile
72 Why carrierbased billing makes sense
36 Dairy Queen launches RFIDbased mobile loyalty progra by Jay Emmet
by Dan Butcher
73 How to track and measure a mobile ad campaig
I N T E R M E D I AT E by Bruce Braun
37 Forbes on mobile: the new capitalist tool 75 Time to flip the script for mobile
by Jeff Bauer by Josh Webb
39 Why a mobile ad network matters to publishers 77 Calling for a trusted third party to manage mobile consumer data
by Eric Holmen by Patrick Seymour
41 The potential of SMS advertising 79 The mobile advertising bazaar
by Alan Pascoe by Jamie Wells
42 Making a case for mobile video advertising 83 Overcoming mobile advertising ecosystem hurdles
by Thomas N. Ellsworth by Scott Cotter
43 Reaching the fragmented mobile audience 84 Hachette Filipacchi monetizes magazine titles with mobile ads
by Faraz A. Syed by Dan Butcher
44 7 ways to make your idle screen campaign delivery 85 ESPN: Mobile lucrative channel for publisher
by Jon Jackson by Dan Butcher
45 MMS advertising as a utility for advertisers 86 What are the requirements for a mobile marketing executive
by Richard Eicher by Heather Baker
46 Tips on branded mobile apps beyond the iPhone 87 Mobile advertisers continue to face legal challenges
by Ken Singer by Gonzalo E. Mon
47 How to ensure that the brand’s iPhone app isn’t deleted 88 Audience engagement more important than clic
by Maya Mikhailov by Paran Johar
s
By Mickey Alam Khan are missing an opportunity to engage with their audiences on mobile
W
and pretty much leaving money on the table for bigger competitors. Or
elcome to the second edition of Mobile Marketer’s Classic Guide maybe they are not putting up a better fight for mobile ad dollars.
to Mobile Advertising. Equally, advertisers will also benefit by offering mobile consumers
A onestop source for everything related to the workings of mobile an opportunity to view timely offers on the go, but they need the plat
advertising, this Classic Guide targets executives from brands, ad agen form and trusted media brands to make their case.
cies, media planning and buying shops, publishers, mobile marketing So it is in the vital interest of advertisers, publishers, agencies and
firms and other marketers interested in reaching out to busy consumers mobile marketing firms to get mobile advertising right and not just treat
on the go. it like a strippeddown version of the wired Web.
While the nation is weathering this downturn, the mobile advertis Luckily for all, there are voices of reason working to get mobile
ing and marketing sector has proved the one bright spot for marketing right, if this Classic Guide is any indication. The key players in the mo
growth, albeit on a smaller base than most channels. bile advertising and marketing ecosystem – the ad networks, publishers,
Fueling that positive trend is a reality: more consumers are taking SMS firms, mobile marketing shops and ad agencies – contributed
their daily lives with them on the road, including talking, texting, ex heavily their time and effort to produce this work.
changing email, accessing work documents, searching, shopping, To all executives and their marketing communications specialists
checking weather, playing games and consuming news and content. who helped make this edition a reality – a big thankyou for your pa
What fertile ground then for marketers to interact with mobile consumers. tience and hard work.
This guide comprises 56 articles authored by some of the top exec It is only through collaboration with all the key players in mobile
utives in mobile advertising and marketing. The topics graduate from advertising can a work like this become effective in its aims: to inform
basic level to intermediate and then advanced, following Mobile Mar and educate marketers on the value of mobile advertising and perhaps
keter’s established pattern with its Classic Guide series. entice those sitting on the sidelines to jump in – now.
While the mix may seem eclectic, the guide is chockfull with ad Many thanks also to Mobile Marketer’s Giselle Tsirulnik and Dan
vice, best practice and howto tips on everything, from a lay of the land Butcher for their reporting, Jordan Crook for her help with images and
and an Interactive Advertising Bureau primer on how to buy media on Jodie Solomon for convincing others to invest in this Classic Guide
mobile to structuring and deploying mobile advertising campaigns and and others before it. Chris Harnick is new here, but he will participate
programs as well as their issues, analysis and measurement. in future efforts.
Mustread articles include viewpoints on mobile advertising and And then there’s Rob DiGioia, art director on this effort. As many
publishing from key executives at Microsoft Mobile Advertising, The will notice, this is Mobile Marketer’s largest Classic Guide to date – 88
New York Times, Forbes and The Associated Press. pages at 16 megabytes – so try sending a link before emailing the entire
PDF to friends, colleagues, prospects or clients.
Banner year Rob worked many hours on getting the pages and images right, no
This guide will have succeeded in its mission if it convinces readers easy task with a finicky yours truly. Thankyou to him as well, although
to begin a dialogue on mobile advertising or extends the commitment his mutter in the newsroom was within earshot: “It passed being a guide
of those already in the field. at 40 pages. You mean the Old Testament.” ■
A lot is at stake here. Mass media are rapidly fragmenting, making
the task of advertising to consumers more difficult. This is an issue not
just for advertisers. Publishers also recognize that they need to be where
the consumers are – on mobile devices and on the wired Web.
However, as SmartReply president Eric Holmen points out in his ar Mickey Alam Khan mickey@mobilemarketer.com
ticle, “only the top 50 [publishers] account for 91 percent of all mobile
advertising revenue.” Please subscribe to Mobile Marketer for the latest news and analysis
What Mr. Holmen’s observation implies is that smaller publishers of mobile marketing, media and commerce. Click here.
Mobile Marketer covers news and analysis of mobile marketing, media and commerce. For advertising: For newsletter subscriptions:
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newsletter and MobileMarketingDaily.com 2009 Napean LLC. All rights reserved. cms/general/1.html newsletter.php
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 4
M
Mobile is critic al component of Microsoft Adve rtising’s strategyy
icrosoft Corp. has stepped up its commitment to mobile with savvy audience which is in “decision mode” from anywhere on the Mi
an aggressive push to promote new mobile services and en crosoft network.
courage clients to run campaigns across online, gaming and The goal is meaningful experiences that keep the consumer em
mobile channels. powered, engaged and entertained.
Charles Johnson, general manager of Microsoft Mobile Advertis
ing and a former brand executive at Procter & Gamble Co. and Coca You’re in a room with a brand marketer. What would you say
Cola Co., is charged with ensuring his company’s place on the mobile to him or her about mobile advertising?
advertising map. In this interview with Mobile Marketer’s Mickey As a former brand marketer for Procter & Gamble, CocaCola and
Alam Khan, the Redmond, WAbased Mr. Johnson explains Mi Yum Brands, I have a unique perspective when it comes to developing
crosoft’s take on mobile and its strategy going forward. Excerpts: and launching convenience and onthego consumer products for advertisers.
With mobile adoption increasing around the world and mobile de
What does mobile advertising vices becoming more sophisticated, there is a prime opportunity for ad
mean to Microsoft? vertisers to connect with consumers who no longer use their mobile to
Mobile is a critical component of simply place calls.
Microsoft Advertising’s strategy and Mobile advertising allows companies to connect their brands with
vision to offer smarter, simpler and audiences when they’re on the move and away from the computer, and
more costeffective digital advertising do so in a way that is empowering, engaging, entertaining and meaningful.
solutions that span multiple screens, Incorporating a mobile element into a digital campaign comple
platforms and devices. ments other avenues for engaging today’s in
We have made, and will continue to creasingly fragmented audiences.
make, significant investments and part In fact, we recently completed a re
nerships to develop an agnostic plat search study with Toyota in France in
form that works on any device, so advertisers and publishers can preparation for the launch of its IQ car that
provide their target audiences with empowering, engaging and entertaining found a synergy between mobile and
mobile experiences onthego. online campaigns.
Our findings indicated that incorporat
Microsoft has a multiscreen strategy – computer, gaming and ing mobile advertising into the online dis
mobile, excluding its MSNBC cable channel with NBC. How does play campaign provided a 200 percent
that play out for an advertiser? incremental lift in ad recall and a 40 percent
The ability to bridge multiple screens, platforms and devices is crit lift in brand recall of Toyota’s online presence.
ical if you are going to follow your audience throughout their digital day.
At Microsoft, our goal is to drive greater reach and impact with tai Have you seen any mobile advertising
lored ad experiences that are empowering, engaging and entertaining, campaigns recently that you really liked? What was the
optimized for the three accepted media channels – TV, PC and mobile. standout quality?
I am really proud of the mobile portion of the “Deadliest Catch”
What strides has the industry made this year that makes mobile campaign we ran for the Discovery Channel.
advertising more acceptable to brands and agencies? Not only did we execute a homepage takeover of the MSN mobile
The industry has made significant strides in improving the value of site, but also with the help of Microsoft subsidiary ScreenTonic, we
mobile effectiveness for advertisers and consumers. That said, I believe created a dedicated WAP site where viewers could interact by entering
we still have a long way to go. their cell phone numbers to receive tunein reminders for the show via
While the technology is in place to drive digital to the phone, the text message.
mobile industry now needs to turn its focus on the endtoend experi The Deadliest Catch campaign was the first time Microsoft Adver
ence to help audiences become aware of and consider the purchase tising had led a simultaneous launch that utilized our full breadth of
cycle throughout the day. Microsoft assets including the PC, mobile and TV gaming via Xbox
Advertising, mobile apps and search must focus on the consumer. and Massive, and featured the first ever MSN homepage and MSN mo
For example, the Microsoft Mobile Advertising platform supports lo bile homepage conjunction takeover.
cationbasedadvertisingofBingwithourexclusiveYellowPages.compartnership.
Together with YellowPages.com we’re able to improve a con So what’s the mandate that Microsoft has given you for this
sumer’s search experience, i.e., finding a store, restaurant or place of year and next?
interest nearby. We’re committed to partnering with the carriers, like Verizon, and
Locationbased advertising is a strong component of mobile search the OEMs to provide these experiences we all want our customers to
and we are already generating strong ecosystem interest in that space. have today, and continue to evolve our platform and services in the
Marketers who advertise on Bing can target a highquality, search coming years. ■
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 6
e
T h e N e w Yo r k Ti m es o n m o b i l e
W
A l l t h e n ew s t h a t ’s f i t t o pi nc h
By Mickey Alam Khan and Jordan Crook mobile Web. The [New York Times]
iPhone app and mobile Web site
hile The New York Times is not immune from the advertis have grown tremendously over the
ing and circulation woes afflicting newspapers nationwide, past year.
there is no doubt that the brand has a finger on the pulse of There have been a number of
news consumption trends. great campaigns, and we have future
In addition to its status as one of the topcirculating broadsheets, campaigns booked. The real value of
the Times is also admired for its comprehensive wired Web site at it is the great demographic they are
http://www.nytimes.com – one of the most trafficked Englishlanguage reaching. Our team is really deliver
news sites online. Now, the publisher is intent on planting a stake in ing on the mobile ads.
mobile ground with its iPhone site and application as well as a site op I think nobody underestimates
timized for other mobile devices. the future of the mobile Web. The product development, NY Times
Robert Z. Samuels, director of mobile
Aware that consumption of news is rapidly moving to Webenabled challenge is that up until now con
phones, the Times has developed a mobile presence that is evolving tent publishers haven’t provided a robust mobile experience. They rel
into the richness offered on its wired Web site but adapted to onthego, egated the mobile Web experience to partial feeds to thirdparty WAP
content consumption behavior. site providers – they don’t have the same robust experience as we do
Such attention to detail is paying off: The Times’iPhone application on the Times.
has been downloaded 2 million times and the iPhone site approached The mobile Web isn’t known for a robust experience. As content
nearly 1 million unique visitors in June 2009. Overall, the publication’s publishers update their content publishing systems, regular site content
mobile Web presence is around 40 million page views per month. publishing systems work on more capabilities so they have the database
Not surprisingly, the mobile New York Times has attracted adver that allows a dynamic CMS.
tisements from noted brands such as Polo Ralph Lauren, Starwood, Hopefully they are thinking about mobile so they can ensure they
Land Rover, HewlettPackard, Continental Airlines and Cartier. have the capability of producing a great mobile site internally.
However, mobile publishing requires special attention given the As you go to site XYZ it will automatically create a singlecolumn,
limitations of screen size, mobile device and data plans, as well as ad mobilefriendly view that has navigation scaled to produce videos or
vertiser attitudes and consumer expectations. slideshows so users won’t have to pinch or scan or scroll or download
In this interview, Robert Z. Samuels, director of mobile product an app for everything. The Internet should work like it does on PC screens.
development for the New York Times, offers his take on the state of Do you see news consumption migrating to mobile like it is from
mobile publishing and advertising, as well as insights into his publica print to online?
tion’s mobile strategy and tactics. Here is what Mr. Samuels had to say. In large part, the snacking behavior is growing but news is news.
The same rankings that appear on nytimes.com and within the app is all
Where do you see mobile publishing today, especially given a common CMS, common ranking. Features like real estate, show
print’s predicament? times, Timeswire – they’re all available on the mobile Web site.
I think print has a long life ahead of it and mobile can make it more News is news. I get feedback asking to see science to tech to sports
useful in the long run to tie print and mobile together. I’m not con to obituaries. It is largely snackingoriented, but there are some users
cerned with print going anywhere but mobile is a big part of the future. that do want to read the full article on a better device, BlackBerry or LG
A lot of people have spoken about the year of mobile and I think it’s Voyager, Palm Pre or iPhone.
a little artificial to say what the year of mobile is because for the past Many people want to read full articles. But for those who are wait
five years mobile has been on a tear. ing for the bus or in a café, there is a large amount of the snacking behavior.
I’ve been a firm believer even when people weren’t believers of the But there is the utility aspect of it as well. People can log in on the
How does the Times position its print product versus its online
product versus its mobile product?
There’s two angles. Positioning towards the readers and then there
is our place in the advertising agency ecosystem.
From the advertising side, we keep on with the theme of “We’re a
What kind of traffic are you seeing on your mobile properties? multichannel, multiplatform company,” whether it’s video podcast, mo
Our app has been downloaded coming up on 2 million times. Our bile Times reader, [Amazon] Kindle, we want to provide content to our
mobile Web site is approaching 1 million unique on the iPhone in June. readers however they want to read it.
Our mobile Web presence is right around 40 million page views We work with carriers and manufacturers directly to make sure
a month. we’re on their roadmap and give the best experience on mobile. It’s
about creating more value for print by being able to read the article in
That’s bigger than most wired Web sites. print but maybe then see the video [and] you want to email the story.
Yes, it’s bigger than most wired Web sites. [But] you have to mon Then from the advertising side, really we have a single sales team
etize your mobile channel. This is what I’ve been losing my hair over that is wellversed in all our content. We are thinking to the next gen
the past couple of years. eration of products, whether it be netbooks, whether the Crunchpad
comes to market.
Which device sends you the most traffic? There is no place that we don’t want to be and it creates more value
We’re dominated by usage in smartphones. If you combine the for both our readers and our advertisers. ■
BlackBerry, iPhone and Palm Pre, the iPhone and BlackBerrys con
sume the most amount [of New York Times content]. Reach Robert Z. Samuels at robert.samuels@nytimes.com
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 10
W hat is mobile a dve rtising ?
?
W
By Michael Becker SMS message and banner place
ment within mobile Web sites
e live in a mobile world. We live in a world where the ma and applications.
jority of the global population carries with them a mobile However, there are many other
phone or wirelessly enabled mobile terminal. paths that can be leverage for ad
It is estimated that nearly 60 percent of the world population – vertising within the mobile
around 4 billion people – now have a mobile phone. In the United channel, including:
States, mobile phone penetration has reached roughly 75 percent of the • Voice and messaging paths,
country’s population, or 232 million individual mobile subscribers. short message service, multimes
The mobile phone is considered by many to be the most effective saging service, automated interac
channel for direct and indirect marketing and advertising. tive voice response channels
Advertising is a critical activity within the practice of marketing. As • Local frequency proximity Michael Becker, VP of mobile
marketers it is our job to communicate, deliver and exchange value paths, specifically Bluetooth
strategies, iLoop Mobile
with our audience and advertising. Including mobile advertising is a and WiFi
key tool that marketers can leverage to fulfill this mandate. • Data paths, carrier portals, mobile Web sites, content (for example.
Many marketers, however, consider mobile marketing and mobile radio, mobile television and games), downloaded and deviceresident
advertising as being the same thing. They are not. applications, and the idle screen of the phone
This article provides a definition for mobile advertising and em • Organic and paid search as integrated within mobile Web, appli
phasizes the need to create a persistent and lasting mobile strategy cation and related services
alongside mobile advertising experiences to enhance the possibility of Each of the above paths is illustrated in the mobile advertising
longterm, sustainable, value exchange between marketers and ecosystem figure below:
their audience.
Mobile marketing is practice of communicat
ing, delivering and exchanging value through and
with the mobile channel. It encompasses all mar
keting to mobile subscriber engagement activities,
including direct, proactive, permissionbased voice
and messaging engagements, mobile enhancement
of tradition and new media, as well as mobile advertising.
Mobile advertising, simply stated, refers to the
practice of placing a marketing message or a call
toaction within any of the many media paths of
the mobile channel.
Worth
being one of the most successful in the market – and marketers together
in order to support the buying, selling and serving of ads to the mobile
phone. This process is limited not just through the carrier networks, but
repeating.
also over WiFi. Many new WiFienabled phones, such as the iPhone
or Palm Pre, and dedicated devices including the Sony PlayStation and
the Apple iPod touch generate a significant amount of mobile advertis
ing traffic and consumer engagements via WiFi connections
• Mobile ad aggregators play the important role of aggregating mo
bile ad inventory from multiple ad networks in order to amass ad inven
tory to fulfill demand. Aggregators provide the message traffic
connections between the other players and the carriers
• Mobile search providers. These players enable organic and Reprints and
eprints of your
paid search
• Application service providers. These players provide all the appli
cation services such as text messaging, mobile Internet site develop
ment and management, content delivery, voice and related services favorite articles
and lasting consumer experience when visited by a mobile phone leave sales presentations
and mailings.
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By Ben Gaddis to use it yet, but we have planned for it.
We cannot tell you how many
obile is much like the Wild West right now, plagued with marketers we have talked to re
many of the same issues that we faced in the early days of the cently who have run a “mobile test”
Internet: little to no standardization of operating systems, and cannot answer the question,
browsers, ad unit sizes and formats, and CPMs. “How did it perform?”
Add to that the fact that in most organizations there is no “mobile That is because more often than
lead,” and mobile initiatives end up in a virtual no man’s land. Mar not, success metrics and analytics
keters have more questions than answers. are not defined upfront. First of all,
In this article, we will navigate the mobile badlands and tackle the what is the goal? Is it brand lift?
three most common questions we hear from our clients: When do we Engagement? Conversion?
plan? How do we plan? How much does mobile cost? All of those things can be meas
Start thinking about mobile as early as possible. The biggest issue ured, as long as you plan for them Ben Gaddis, director of mobile and
that we see marketers encounter in the mobile space is a lack of plan upfront.
ning. So if you are asking that question, you are ahead of the pack. The The frequent failure to get measurable results often comes from
emerging media strategy, T3
more important question is “How do we plan?” poor planning. Set the goals, and make sure that what you are bench
marking against yields a clear, actionable view of success or failure.
Commit to a lasting dialogue
As you begin to plan, look at mobile the same way you look at all Budget for ongoing conversations, not just campaigns
your marketing communications: as part of a longrange plan. Then re The No. 1 question we get is how much to spend on mobile. It is
alize that it is more than a series of campaigns – it is an ongoing dia kind of like asking, “How long is a piece of string?” or “What’s Twit
logue with your consumer. ter’s monetization strategy?” There is no good answer.
The cost of acquiring a mobile contact is high and so are customer A simple SMS campaign may cost $20,000 whereas a yearlong mo
expectations once you have acquired them, so it is critical that you de bile initiative may cost $500,000. During the planning phase the best
liver – for the life of the relationship. question to ask is, “With the available budget, how do we make the
Many marketers fall short by missing that longterm view and in greatest impact on our customers?”
stead look at mobile in terms of campaigns or flights. Before you start looking at mobile campaigns, analyze your current
Much the way a goldfish continually rediscovers the castle in its consumer touch points. Is your Web site optimized for mobile devices?
bowl, marketers tend to lack object permanence when it comes to mobile. If not, that cost may need to be included in your mobile budget.
Marketers start fresh with every new campaign (“Oh, look, a chance Buying a banner ad on weather.com’s mobile site is not going to be
to talk to customers via mobile!”), yet the customer has been there since very successful if the clickthrough takes you to a site that is not opti
the moment they opted in, expecting valuable communication from the mized for mobile.
brand. Show your customers you remember them by picking up where Next, look at individual campaigns. How do you thread campaigns
you left off. together to create an ongoing conversation with your consumer instead
Find a way to create a conversation that delivers value and moves of a series of oneoffs? Allocate resources during the down times to
the consumer farther down the funnel with every interaction. This keep your consumer engaged.
means planning for what happens before, during and after big campaigns. Now look at how you are going to drive traffic and interaction with
If a customer texts in to get more information or a reminder about those campaigns. Use mobile advertising, traditional media, your Web
a product, what happens when that product is released? Do they get an site, retail signage and other vehicles.
other text message with a link containing directions to the stores where Any first mobile effort will need to do some heavy lifting to acquire
they can buy that product? Great. But then what? customers, so frontload your budget accordingly. Once you have con
If you set up your campaign correctly and can track purchases, you sumers who have opted into your mobile list, the cost of subsequent
now have the mobile number of a loyal customer. Engage them. Ask campaign efforts goes down.
them what they think about the product. Can it be improved? Do they Determine where the budget comes from. Some organizations pull
need an accessory? And by the way, here is a coupon for that accessory. all mobile costs from a media budget, regardless of whether it is truly
This kind of longterm planning turns mobile into a powerful CRM a media expense or not. Others budget specifically for mobile. Some
tool that can drive repeat purchase. look at mobile as a part of the “digital” budget.
We know that yearly planning can be daunting, especially when None of these options is wrong, as long as mobile has a strategic
marketers do not have a clear picture of how they will be using mobile and early seat at the planning table. ■
throughout the year.
The goal is to approach mobile with the same longterm commit Ben Gaddis is director of mobile and emerging media strategy at T3,
ment as any other channel – we do not know exactly how we are going Austin, TX. Reach him at ben.gaddis@t3.com
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The ABC s of SMS advert ising
g
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By Philippe Poutonnet • Click to video: One SMS with
a link pointing to a video at the bottom
n August 2008, Barack Obama’s presidential campaign made either • Click to listen to a personal
history or political spectacle when it attempted to announce Joe message: One SMS with an IVR at
Biden as the vice presidential candidate over SMS text message. the bottom pointing to either a call
SinglePoint and Distributive Networks handled this campaign. center or voicemail
Before the campaign could send the text message announcement to • Click to capture personal in
supporters, mass media scooped the news and broke the story, but the formation: One SMS with either a
magnitude of the campaign’s mobile efforts is noteworthy. WAP Web address at the bottom
Nielsen estimates that the Biden text was received by 2.9 million pointing to a WAP site or an IVR
mobile phone users nationwide over the course of that weekend last number or a SMS response, where
August, making it one of the biggest, broadest mobile marketing stunts the user will be asked to enter Philippe Poutonnet, director of
to date. personal information.
marketing, SinglePoint
White paper,
arately with each carrier to
persuade them to launch
the campaign on its net
right crowd.
work, which led to as
signment of different
short codes for the
same mobile market
ing application
across carriers.
This created is
sues for brand mar
keters that could not Make sure your case
studies, best practices
lular Telecommunications and Internet Association (CTIA) reserved a
set of fiveand sixdigit numbers that can be assigned as short codes in
the right audience.
a mobile advertising campaign.
Referred to also as common short codes, they range from 20000 to
99999 and 222222 to 899999 for fiveand sixdigit codes, respectively. Our white paper
eblast is an effective and
While content providers include brands or advertisers that sponsor
programming or interactive shortcode SMS promotions, application
reaching the entire Mobile
providers develop the actual software application.
Connection aggregators have authorized links to carriers and con
Marketer Daily eletter
nect the messaging application to the carriers. subscriber base.
Is SMS advertising effective?
ads@mobilemarketer.com
For all this texting, it is fair to wonder what effect SMS advertising
could have on consumers. For that matter, how do consumers feel about
for pricing and details.
talking to brands in the same way they talk to their friends and family?
According to Nielsen’s secondquarter 2008 Mobile Advertising
Report, 16 percent of text messagers nationwide see some form of text
message advertising every month.
Teens, in their endless texting, are the most likely to engage with
some form of SMS advertising —35 percent of teen texters say they see
some form of text message advertising every month.
AfricanAmerican and Hispanic mobile subscribers are also more
likely than the typical texter to engage with some form of text message
advertising in a month – 24 percent and 23 percent, respectively.
Of those text messagers who recall seeing some form of advertising
while using text messaging, 45 percent say they have responded.
Furthermore, the most popular response action to any type of mo
bile advertising – text, mobile Web or video – in the second quarter of
2008 was actually to send a text message.
Among mobile subscribers who saw any form of mobile advertising
in the quarter, 25 percent say they responded at least once by sending
another text message – emphasizing the interactivity and engagement
Mobile Marketer
this medium presents. ■
Philippe Poutonnet is director of marketing at SinglePoint, Bellevue,
WA. Reach him at ppoutonnet@singlepoint.com
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 18
S MS is key to adv ertising mix
x
N
By Gregory J. Dunn The operator takes the appliance serial number and asks the cus
tomer to send the item to a specific address for repair. The customer
o matter which country you call home, your favorite television sends it, then calls to see if it was received. Then the customer calls
show to watch, or which Internet news site greets you in the again to see if it is being fixed, then
morning, the story hits us all the same: The economy is in pain. calls again to ask when it will be
How does this current state of affairs affect our daily way of com shipped back to the firm.
municating? Do you still call your business customers? Still check the By using SMS, the customer
status of your recent bank transactions? And most importantly, do you sends a text message to the repair
still send that text message asking: “R U ready to do business?” group with the appliance serial
I would say the answer is a resounding yes. number. The customer gets a return
According to a Portio Research report entitled “Mobile Messaging SMS message that gives the the ad
Futures 20092013,” SMS traffic is expected to increase to levels of dress to which the item must
5.471 billion by 2013, and worldwide revenues to$124.2 billion. be sent.
Closer to the reality of times and looking into the rear view mirror When the item is received, the
at 2008, Sybase 365 has seen another banner year in the number of repair center confirms via an SMS Gregory J. Dunn, VP of product
SMS and MMS traffic processed through our platform. alert to the customer. And when the management, Sybase
For the year, approximately 210 billion messages traversed the in item is repaired, the customer receives an SMS alert with the tracking
frastructure, which is 135 percent more than 2007 numbers. number for the return shipment.
In the U.S. marketplace during fourthquarter 2008, greater than What is the difference?
160 million users reportedly used text messaging. This was a 16 percent A minimum of five phone calls at the cost of $6 per minute versus
increase over 2007. five SMS messages with a total cost of about 25 cents – a differential
that cannot
be ignored.
Other benefits
to the firm and the
customer include
reduction in call
wait times and in
crease in
customer
satisfaction.
SMS is new to
the advertising
mix as a means to
get the message
across.
Advertisers
like the flexibility
More marketers are embracing SMS as a new and effective medium to reach their customers that mobile offers
and are set to cap
Enterprises turn to SMS italize on the broad base of users that may not be sitting in front of the
The unrivalled global usage of mobile messaging is becoming in television when their ads run.
creasingly attractive to enterprises as a generator for new revenue SMS provides a targeted and secure means of delivering informa
streams as well as providing valueadded services for endusers. More tion to users who can take action to call a number, clickthrough to a
marketers are embracing SMS as a new and effective medium to reach Web site or even make purchases.
their customers. Indeed, SMS provides all of that in one solution. It allows sub
Here’s an example of how SMS can lead to costreduction and in scribers to not only view a piece of information, but to be totally inter
creased customer satisfaction: An electronics manufacturer uses SMS active with it, as we see with locationbased services, mobile
to lessen the burden on their call center for returned and warranty goods. advertising and mobile banking. ■
This company has a single return center and a single phone number
that customers can call. When an appliance breaks down, the customer Gregory J. Dunn is vice president of product management at Sybase,
calls the 800 number. Reston, VA. Reach him at greg.dunn@sybase.com
MOBILE MA KE E CLA IC G IDE O MOBILE AD E I ING .MOBILEMA KE E .COM AGE 20
H
Ho w br an ds can st ru ctu re an SM S c am pa ign
n
By Shira Simmonds Do all stores have the same point
ofsales system?
ow do brands best structure an SMS campaign from beginning Third is the call to action. Put
to end? Our clients are constantly voicing concerns on how to yourself in the shoes of the brands’
put all the pieces of the mobile puzzle together. target audience. What would incen
Here is what I typically advise. tivize you to pick up the phone and
First and foremost, make sure mobile is integrated into the plan text in?
ning phase and not after the advertising and media campaigns have al Use this opportunity to research
ready been structured. the brand’s successful and unsuc
The mobile component is highly dependent on the various factors cessful campaigns, as well as any
of the ad campaign. What media channels will advertise the mobile call mobile campaigns that have per
to action? How many impressions are anticipated? What markets will formed well in the same vertical. Shira Simmins, president,
the campaign launch in? These and other critical issues must be visited television spot.
during the planning stage. Seventh, define success metrics prior to the start of the cam
Second, understand the client’s challenges just as much as you paign and make sure your client is looking at the same metrics you are.
understand the client’s goals. This will be critical when discussions of renewals take place. ■
If this is a mobile coupon campaign, what are the limitations at the
pointofsale? Does the client have scanners that can read mobile bar Shira Simmonds is cofounder and president of Ping Mobile, Englewood
codes? Can they easily upload codes into their cash register system? Cliffs, NJ. Reach her at shira.simmonds@pingmobile.com
e
By Ben Tannenbaum how ambitious and complex you plan to make the user experience.
Your aggregator will help you adapt your proposed campaign to fit
elcome to the world of mobile marketing. So you have de within the confines of what carriers allow. Once that is accomplished,
cided to run an SMS marketing campaign, which is the most your service will be submitted to each carrier, individually, for review.
ubiquitous form of mobile media. Smart move. Your goals 2. Commercial approval: The carrier will acknowledge that the
and objectives have been defined and you have come up with a creative program meets all Mobile Marketing Association and wirelesscarrier
concept. Now what? specific guidelines.
Allow me to introduce you to the aggregator, also known as the 3. Technical provisioning: A connection, enabled on the carrier
connectivity provider – the company with the connections you need. network, will be formed between the carrier and aggregator for your
As defined by the Common Short Code Administration, mobile ag specific short code.
gregators have authorized connections to multiple wireless networks. 4. Testing: Once those steps are completed, it is time to test the
They maintain the security, technical and servicelevel requirements campaign. You will want to test all aspects of your service, ensuring the
of each wireless network. best possible user experience.
Aggregators act as a bridge enabling content providers who wish to Next, your aggregator will confirm that your service is functioning
use short codes to connect to wireless carriers and, ultimately, con correctly and is operating within
sumers. They also function as your guide to the mobile ecosystem. the confines of carrier guidelines.
Because of their location directly in the center of the mobile value Some carriers will also conduct
chain, aggregators have unique insight into mobile marketing issues their own tests to validate your
from a carrier, application provider and content provider perspective. service. If everything behaves as
The aggregator is an essential partner for anyone wanting to run an expected, you will receive official
SMSbased marketing campaign. notification that your service has
Now that you under been certified.
stand an aggregator’s place 5. Certification: The final ap
in the mobile value chain, proval required before a program
let us concentrate on the can accept live traffic. Your cam
lifecycle of a short code, paign is ready to launch.
otherwise known as the 6. Postproduction: Maintain
Ben Tannenbaum, business devel
opment associate, MX Telecom
process of taking your SMS ing a live campaign is reasonably simple. Carriers revise their guide
campaign from concept to a lines from time to time, so you will want to make sure your program
implementation. reflects any changes in policy.
Timing is everything Carriers may potentially audit your service for carrier compliance.
when launching an inte As long as you are running the campaign you submitted, there is noth
grated marketing initiative. ing to worry about.
Prepare for the ride of your While the terminology discussed above may sound somewhat for
life as we embark on the eign, do not let this process overwhelm you. Your aggregator will guide
sixstep process comprising you through each stage in the lifecycle of a short code.
the lifecycle of a short code. Your ultimate takeaway should be a clear understanding of the
To be fair, this is not ex process such that you can effectively integrate it into your project time
actly thrilling, but the knowl line during the planning stages of a marketing campaign.
edge of how to launch a short As mentioned earlier, timing is everything when launching a mobile
Devote sufficient lead time to SMS
cess in this industry. By understanding the stages and timing associated with the lifecycle
upwards of six to eight weeks. The last
thing you want is promotional material
While it may seem te of a short code, you will easily be able to integrate SMS into your cam
going to print before the service is live.
dious now, you will be thankful that you took the time to learn it as you paign instead of adding it as a disconnected afterthought.
outmaneuver your competitors in the mobile space. Be sure to devote sufficient lead time to SMS programs, as this
1. Carrier application: Once you have chosen an aggregation part process may take upwards of six to eight weeks. The last thing you
ner, it is time to get down to business. You will need to work with your want is promotional material going to print before the service is live.
aggregator to complete an application for the carriers. Navigating the mobile ecosystem should not be complicated. As
All carriers have campaign guidelines, generally emulating the Mo long as you know the players and processes, you are well on your way
bile Marketing Association’s Consumer Best Practices. But it is impor towards launching an SMS campaign. ■
tant to be aware of additional carrierspecific guidelines to which you
must adhere. Ben Tannenbaum is business development associate at MX Telecom,
While these applications are usually simple, it really depends on New York. Reach him at benjamint@mxtelecom.com
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 22
M
Ho w to make a va lu ab le ad i mp ressi o n
n
By Steven Rosenblatt CPM each for a total of $60 for the
“advertising attention” on the page.
obile is defined by the MerriamWebster dictionary as “capa Thus, your one ad on the page gets
ble of moving or being moved.” By advertising on the mobile you 17 percent of that attention for
Web or in a mobile application, you are not only making your your $10 CPM.
brand message “capable of moving” with the consumer, but you are On the other hand, the average
also providing them the opportunity to “be moved” by the experience. mobile publisher sells one display
This opportunity is often measured by an advertising currency banner ad on a page. If that ad is
known as an “impression.” According to the Mobile Marketing Asso also at a $10 CPM, you now have
ciation, an ad impression “transpires each time a consumer is exposed 100 percent of the “advertising at
to an advertisement.” The Interactive Advertising Bureau notes that an tention” for onesixth of what that
ad impression is “measured as a load in a Web user’s browser.” would cost you online.
What these definitions do not include is a method for determining This, of course, does not ac
Steven Rosenblatt, SVP of ad
sales, Quattro Wireless
the value that each impression brings to the brand. count for the effect of the ad on the consumer. Research has demon
Many advertisers are asking today strated that mobile ads actually drive
how they can determine where best to in higher engagement.
vest their budget to make that impression
count the most, particularly across the Engagement
Internet and mobile. There are many ways to measure en
In questioning, many advertisers are gagement, but the most common and
finding that a mobile impression universal one in digital media is the
“moves” consumers more than those in “click” on an ad unit.
other media, and also works as a great The unique properties of the mobile
activator for crossmedia campaigns. experience drive more consumers to
So why is that the case? A mobile ad click on ads than do on the wired Inter
vertising impression appears in a differ net. What does this mean in regards to
ent environment and engages the the value of the impression? Let us take
consumer in a different manner. a look at a little more media math:
Let us dive into these two key differ For a $10,000 media buy at a $10
ences by comparing two digital media, CPM, you are buying 1 million impres
mobile and the wired Internet. sions. Based on the average click
through rate (CTR) for online ads (as
Environment reported by comScore), 0.01 percent of
The mobile Web page or application consumers will click on your ad for a
is, due to the nature of mobile screens – total of 1,000 engaged consumers.
whether a smartphone, basic mobile For the same 1 million impressions
phone, gaming device or netbook – a in mobile, accounting for a CTR of .05
Many advertisers are finding that a mobile impression
smaller piece of real estate than an percent – actually on the low end of what
“moves” consumers more than those in other media, and
One consequence of this is the limited room for advertisements. gaged 4,000 more consumers.
Most pages and applications have one or two ads on each screen. However, mobile engagement does not stop there. Not only do you
Compare this to the typical wired Web page, which has six ads, al have more engagement with your brand, but the quality of engagement
though many have much more, particularly in the highlycoveted niche is also higher.
areas such as automotive and women’s interests. One illustration is the results seen in one client’s integrated cross
This disparity in ad clutter affects not only engagement but also the media campaign, where sample requests from mobile consumers ex
absolute dollar value of the impression. posed to an offer were double that of those exposed to print.
On the Internet, the true cost of an impression, when bought on a Smart marketers are including mobile advertising – on the mobile
costperthousand (CPM) basis, is actually higher than what advertisers Web and in applications – in their media plans to make a “valuable im
see on their bill due to the dilution of the value of that impression be pression” and engage consumers. ■
cause of the clutter on the page.
To illustrate this in a very simplified example, looking at the aver Steven Rosenblatt is New Yorkbased senior vice president of ad sales
age wired Web page, a publisher sells six display banner ads for a $10 at Quattro Wireless. Reach him at srosenblatt@quattrowireless.com
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 23
M o b i le v i de o b e lo n g s in t h e
e
m u lt i c h a n n e l m a r k e t i n g m i x
T
By Frank Barbieri Mobile video advertising works
In our recent campaign effec
here is no arguing the evidence: Audiences are changing the way tiveness studies, mobile video ads
they consume media. The proliferation of videocapable mobile beat online video ads in every
devices and the availability of Apple’s iPhone and other sophis measure.
ticated smartphones mean consumers are doing more while on the go, We have seen as much as eight
including watching video. times higher increase in purchase
Nielsen’s recent A2/M2 Three Screen Report reports that mobile intent than what is seen from typi
videoviewing has grown a significant 52 percent in the first quarter of cal online video campaigns, three
2009 from the previous year, up to 13.4 million U.S. consumers who times higher increase in unaided
watch an average of 3 ½ hours of mobile video each month. awareness, and nineteen times
In the fourth quarter of 2008, the number of mobile video sub higher increase in aided awareness, Frank Barbieri, CEO of Transpera
scribers grew overall as well to 18.6 million, a jump of 13 percent from compared to online video norms.
the previous quarter, according to Nielsen Mobile in February 2009. The audience for mobile video may be smaller than online right
Mobile users expect an experience similar to what they can do on now, but the engagement and efficiency of the medium is handsdown
line, and are getting it. Those spoiled mediasponges. We love them. We the best of any digital media.
are them. That coupled with the fact that the mobile video viewer demo
In answer to consumerdemand, mobile video ad inventory is grow graphic is a highly attractive one for marketers makes it a musthave in
ing at unprecedented rates and offers brand advertisers new, innovative the digital toolkit today.
options beyond just the banner.
The addressable market is large enough to move the needle and the Switch
quality of the content now mobile is safe for Fortune 200 advertising. Campaigns combining mobile video and banners together outper
The time to act and get involved is now. Here’s why. formed more traditional mobile display campaign norms as well.
We have seen mobile ad awareness increases.
For example, mobile video outperforms mobile dis
play norms by almost 8 percentage points – that’s
46 percent higher than the mobile norm.
Further, mobile video viewers have the highest
recall rate of any mobile data users, at 55 percent.
Cisco Systems is forecasting mobile traffic will
grow 66 times during 20082013 to 2.5 million tera
bytes per month.
The primary driver of that growth is video,
which it believes will account for 64 percent of mo
bile traffic in 2013, more than triple data’s 19 percent share.
Cisco believes that most of the mobile video
consumed will be on demand, not streamed live.
Apple, to offer even more astounding figures,
has more than 45 million iPhone and iPod devices
in market worldwide and has recorded more than 1
billion downloads of the 65,000plus applications
in a year since the Apple App Store opened.
There is no denying the sizeable addressable
market that is now capable of consuming elegantly
delivered, ondemand video content. And it is a
great place for marketers to be today and in the future. ■
T
consumption patterns
By Alexandros Moukas lived without the Internet – see their mobile phones as devices for con
suming all their media, the mobile phone will look to incorporate all
he idea of sitting down in the evening to watch an hour of sched forms of their fragmented media consumption from music, TV and
uled television is quickly becoming archaic with consumers now video, right through to social media applications.
deciding how and when they want to consume media. The capabilities for media creation are also increasingly apparent,
Everything is on the consumer’s terms. With services such as TiVo as the wealth of usergenerated content – from citizen journalism to
and Sky+ in Britain and Web sites including BBC iPlayer, Joost, Veoh mini documentaries – means the mobile device is being used as a plat
and Hulu globally, audiences are now in control of their media con form for selfexpression through outlets such as Twitter and various
sumption schedules. applications to send video and images.
According to a recent report by The Future Laboratory, roughly half Many recognize the need for mobile companies to develop into a
of consumers ages 1635 now watch TV online. social media network.
We now have so many timesaving devices that society goes Predicting that in five years
through tasks in 24 hours that would have taken 31 hours a decade ago, phone users will create 25 percent
according to U.S. think tank OTX. of the entertainment they consume
To address today’s alwaysconnected consumer, content providers on their mobile devices, Nokia aims
are now offering shortform entertainment and lifestyle programming to provide a platform on which its
on mobile devices. Brand marketers need to take notice. users can create and share music,
Nokia recently announced the launch of its new mobile TV channel, photos and other media in much the
Capsule 96, where each program on the channel is 96 seconds long. same way MySpace does now.
Previously, brands Therefore, the ability to create
and marketers considered content that instantly appears on the
7 minutes to be an ideal Internet via users’ mobile devices
“content snack” in media means people increasingly see them Alexandros Moukas, CEO 0f Velti
terms, but now 7 minutes selves as editors, directors and creators of media, rather than
is considered too long if it simply consumers.
is viewed online or on a Globally, citizen journalism sites such as OhmyNews (South
mobile device. Korea), Avisen (Denmark) and Spot.Us (United States) present news
There is an increased content from the public.
demand for shorter pro In fact, five of the top 10 books sold in Japan in 2007 began as mo
gramming to the point bile phone novels, or keitai shosetsu. These novels are incredibly pop
where we see TV compa ular, with Japan’s largest keitai shosetsu site, Maho iLand, containing
nies asking, “Do pro more than 1 million titles and achieving more than 3.5 billion hits
grams need to be per month.
halfanhour long?” Today, the amount of time spent consuming media is not actually in
To this end, broadcast creasing, but new technology means people are smarter about how
TV network CBS has they consume.
begun offering mini ver Audiences are now able to watch TV or other video content when
sions of shows, including they want, on any device they want. With the growth of usergenerated
“CSI” and “Survivor,” content, people will increasingly expect to provide input on the creation
The ability to create content that instantly
mobile devices to cater to Creating, editing and integrating advertising into shows tailored to
selves as editors, directors and creators of
this audience. consumers’ personal tastes means we will see the growth of more tar
media, rather than simply consumers.
As more people use their mobile devices and other channels to geted micromedia production companies.
watch their favorite shows, we will see a shift from scheduled program These niche companies and the highly personalized content that
ming to ondemand services that fit in with consumers’ consumers create will open opportunities for brands and marketers to
onthego lifestyles. align their offerings more closely with the media that consumers actu
People want to be switched on and have everything in one place. ally want and to better reach them when they tune in. ■
Creating, editing, consuming and sharing media will all happen simul
taneously – and the demand is for devices that allow this. Alexandros Moukas is CEO of Velti, London. Reach him at
As the digital natives – generations of consumers who have never alex.moukas@velti.com
as valuable insights into their performance. (LBS). The actual device hardware
enables the interactive ca
ad performance, optimiza
By Ken Willner This experience meets the Mobile Marketing Association’s Con
sumer Best Practices Guidelines for enabling a user to optin to the
orwardthinking advertisers are turning to mobile applications as show’s application, and gives these
a viable marketing tool to reach targeted audiences with brand broadcast shows a way to stay con
building content, offer special promotions and drive customer nected to their current users as well
loyalty programs. as attract new online and
Mobile applications for Apple’s iPhone and iPod touch, BlackBerry, offline viewers.
Windows Mobile, Google Android and Palm Pre devices enable the The dynamic flexibility of the
delivery of content and experiences to their customers, providing a application also offers a significant
unique opportunity for consumer connection, brand awareness and ac opportunity for brands to work with
cess to information. other advertising partners to adver
Significantly more compelling than banner advertising, branded tise to a prescreened audience that
mobile applications can offer a deeper level of sustained engagement aligns with the brand’s content.
with customers. In the Zumobi application for
A year after it opened in July 2008, the Apple App Store contained Sporting News Baseball, the popu
Ken Willner, CEO of Zumobi
more than 65,000 mobile applications, and that number is growing lar sports site SportingNews.com has provided trusted professional
every day. baseball content combined with a utility application to track fantasy
While some applications are more of a novelty, many others offer leagues, scores and
useful or entertaining features and provide iPhone and iPod touch users top news.
with genuine valueadd interaction as part of everyday life. This new applica
As a result, brands are recognizing the effect that mobile applica tion presented con
tions deliver. They are beginning to integrate them into their compre sumer brand foot
hensive marketing campaigns. wear and apparel
For example, several television shows, including “American Idol” brand adidas with a
and “The Today Show,” have developed their own applications to give unique opportunity to
their viewers both a more interactive show experience and highlight directly connect
the show’s brand messaging. with sports
loving enthusiasts.
By becoming an
inapplication adver
tiser and partnering
with SportingNews,
adidas created an ad
featuring video con
tent, a contest, and
other ways to engage
endusers, creating what brands have been seeking since the dawn of
advertising – a way to reach only the audience they want.
This cobranding opportunity is a perfect example of how inappli
cation advertising can go beyond the standard banner ad, fit into a
broader integrated marketing campaign, engage a targeted audience
and offer it an experience that is interesting to them.
As more featurerich and interactive applications come to market,
brands will want to capitalize on the online communities that they are
developing through their mobile applications and generate new revenue
streams through consumer purchases, cobranding relationships and
sponsorships, and advertising and promotional activities.
To this end, mobile advertising and, more specifically, inapplica
tion advertising, will be one of the biggest opportunities for generating
revenue as the mobile marketing industry continues to develop. ■
l
By David Spear Think about other vertical markets where mobile is successful –
foodservice (particularly pizza), real estate, electronics, healthcare, au
n a past life while working in marketing at CocaCola Co., we de tomotive and broadcast television content.
ployed an extremely effective strategy based on the company’s vi In all of these industries, companies are using mobile to deliver
sion to put a Coke “within an arm’s reach of desire” for everyone unique points of access, engagement and relevancy in true best practice form.
in the world.
This strategy proved to be highly successful in expanding distribu No question about it
tion to the far reaches of the world and providing special moments If you are still skeptical of mobile, you are not alone. But let me
of refreshment. pose a few rhetorical questions that may change your current perspective.
Today, mobile is a wonderful medium that also creates a special 1. How is it that a simple mobile SMS texting game draws 10,000
“moment,” one that puts interactive value right in the palm of a con to 20,000 optin users per day?
sumer’s hand. And now that consumers can interact with content any 2. How is it that a mobile pollen counter can provide a healthcon
where, anytime, mobile delivers the ultimate “moment of truth” in scious consumer with detailed pollen counts down to the ZIP code, in
milliseconds well before anyone walks into a retail location. stantly, anytime, anywhere?
No doubt, there will always be that MOT at the retail shelf and point 3. How is it that an interested
of trial. But mobile now jumpstarts the process by delivering the initial home buyer can now view and vi
brand message to a consumer well ahead of the point of retail interaction. rally send all content for a listed
Importantly, for those mobile campaigns that add highly relevant home to a friend or spouse across
and compelling content, mobile becomes a medium of influential proportion. town or 2,000 miles away?
The good news is that mobile is so pervasively entrenched in all 4. How is it that select TV
our lives that retail is just one major vertical where mobile creates broadcast stations’ mobile page
intrinsic value. views dwarf their online
page views?
5. How is that Hispanic click
through rates average three to 10
times higher than Englishlanguage
campaigns on most mobile
David Spear, EVP, sales and
marketing, LSN Mobile
advertising networks?
The answer is simple. Mobile is the forward access point delivering
these unique moments of truth and doing so in fun, engaging, and high
payoff ways.
g
T
By Jose Villa Also, if you look carefully, you can usually determine if consumers
are already trying to access your Web site via mobile devices.
here are numerous paths on the road to a mobile marketing strat Armed with this information
egy – SMS, MMS, LBS, email, mobile Internet, mobile adver you can determine what to priori
tisements, mobile games and applications. tize in your mobile strategy. If you
There are also multiple devices to deliver your strategy directly into use personas, think about modeling
the hands of your target consumers. With so many paths and means for your personas’ mobile behavior and
delivery, you need a roadmap before getting started to reach your ulti add that texture to their descriptions.
mate marketing destination. For example, if most of your
According to comScore, the number of people using their mobile product catalog is your most popu
device to access news and information on the Internet more than dou lar page, and some of that traffic is
bled from January 2008 to January 2009. coming from mobile devices, do
Among the 63.2 million people who accessed news and information not create a mobile application that
on their mobile devices in January 2009, 22.4 million (35 percent) did sends users to your entire site. Op
so daily. timize your online catalog for the
Jose Villa, CEO of Sensis
The good news is that your target customers are probably already appropriate devices and make it easy to browse and purchase.
out there and reachable via mobile marketing. Develop new programs such as SMS campaigns and mobile ads
The bad news is that marketers may be tempted to make the mistake once you are further down the road.
of implementing the latest buzz tactic – such as creating an iPhone ap The next step is to truly understand your digital marketing objec
plication or simply porting over a Web application to fit a 3G device tives –Web or mobile – visàvis your audience’s goals. Are you look
browser – and calling it a day. But a ing to increase sales? Is your goal to
lack of strategy comes at a high price increase online traffic?
and can lead nowhere. Knowing your businesses’ digital
direction will help determine what
The threeyear roadmap route to take and where and how to in
Do not think of mobile marketing corporate mobile in your plan.
as a standalone world of marketing After figuring out your goals, put
and communications. yourself in your consumers’ shoes:
Mobile is effective when it is part What do they want, what are they
of your integrated marketing commu looking for, what type of experience
nications and you must plan and take or relationship do they want to have
the time to ensure all parts work with you?
well together. If your research reveals that your
You also need to look ahead to consumers’ needs and goals differ
where evolving mobile technology is from your own, meet them in the mid
heading and be ready for it. Three dle. Use the roadmap to help find
years is a good timeframe to accom points of intersection where mobile
plish this. Any less time would not can facilitate the connection between
allow you to plan, implement, monitor, your current strategy and what your
measure, revise or make predictions customers want.
about the quickchanging technology Mobile makes it possible to make
to which mobile is subject. your brand truly ondemand and ac
The first leg of the trip is to under cessible at all times, but such an op
stand everything you can about mem portunity must be handled with care
Make sure you do not just hop on a bandwagon or
hitchhike your way to mobile space.
bers of your target audience. How old are they? Where are they from? and a clear sense of direction.
How do they purchase? Are they Web and techsavvy? Which social Make sure you do not just hop on a bandwagon or hitchhike your
networks do they belong to? What do they want from you? How do way to mobile space. It is easier to get lost than to make plans for travel,
they get to you? but the time you invest in the latter can make a big difference in im
If you do not have access to reams of customer data, looking at Web proving the overall experience for you and those traveling with you. ■
analytics information from your Web site is a great place to start. Web
analytics will reveal a great deal of about the people who visit your Jose Villa is CEO of Sensis, Los Angeles. Reach him at
site, what content they view and which browsers and devices they use. jrvilla@sensisagency.com
MOBILE MA KE E CLA IC G IDE O MOBILE AD E I ING .MOBILEMA KE E .COM AGE 29
W
e
H o w t o b uy m e di a o n mo b i l e
As a general rule of thumb, the less budget and less time you have • Mobile is not just youthfocused – texting behavior may skew a
the more you should focus on the mobile Webdisplay ads. As budgets bit younger, but the bulk of the mobile Internet usage comes from 25
increase and your time allocation to put towards mobile grows you can 44yearolds.
expand into messaging, traditional media integration and outofhome Data from: InsightExpress Mobile Research (Waves 1 5, October 2007 March 2009);
mobile campaigns.
1
Custom
This removes the need to type in WAP URLs, search for content by
keywords or send a message via short code. While this is still very new
technology, some U.S. carriers are now offering it to their subscribers
as a free download and handsets will be soon be preloaded with bar
party.
A great benefit of both SMS and 2D bar codes is that they can be paper, cobranded with
Mobile Marketer.
placed on virtually any printed or digital surface. So, it’s key to think
about the context of the environment and the mobile user within
that environment.
• Users are more likely to interact with this call to action when they Mail it out to
so they become more visible to your audience. This also provides a subscriber base.
way to understand what media generates the best response so you can
refine your campaign.
m
By Dan Butcher Mass adoption of mobile marketing using bar code coupons has not
happened because it is too complicated, with a plethora of technical
airy Queen is running a mobile rewards loyalty program using and user issues at the point of redemption, according to Tetherball.
radiofrequency identification—RFID tags—to send coupons Tetherball does not use mobile coupons with bar codes or require
and offers to consumers’ handsets. any type of mobile screen visuals to redeem offers.
The quickserve restaurant giant tapped NFC specialist Vivotech The RFIDbased platform, which works on any mobile phone, elim
Inc. and Tetherball's new RFIDbased mobile marketing platform to inates fraud and lets retail clients measure the performance of their
deliver targeted offers to mobile consumers. The RFID service is opt campaigns via real time validation and reporting, according
in at the point of sale and Dairy Queen markets the program with in to Tetherball.
store signage encouraging consumers to join the Tetherball’s approach helps clients—in
DQ mobile rewards program. cluding Dairy Queen—"tether" their brand to
“We have a national agreement with Dairy target audiences by identifying what their cus
Queen International, which sees this mobile loy tomers want and delivering mobile campaigns
alty program as a competitive advantage,” said that interact with the calltoaction through per
Jay Highley, president and chief operating offi missionbased mobile coupons, mobile re
cer of Tetherball, Indianapolis. wards, mobile sweepstakes and
“We have been working with Dairy Queen mobile notifications.
for 20 months and we found that you lose 90 Integrating traditional marketing methods
percent of the U.S. market when you tell them to such as instore advertising, customers are en
download an app, and MMS is not consistently couraged to sign up for mobile loyalty rewards
applied and it is expensive,” he said. programs offering promotional discounts.
Vivotech specializes in Near Field Commu
nications, mobile payments and promotions. Its Queen’s leash
platform lets consumers make contactless pay Dairy Queen’s instore signage at the point
ments with RFenabled and NFCenabled of sale urges consumers to opt in to its mobile
mobile phones. loyalty club to receive a free Blizzard then re
Mobile marketing applications service Sweet deals are made of this
ceive moreorless weekly coupons thereafter.
provider Tetherball specializes in mobile loyalty and rewards services. Upon joining, customers are given a Tetherball Tag, a tiny RFID
Tetherball’s programs are designed to drive customer loyalty chip that is affixed to their mobile phones, which uniquely identifies
through mobile coupons, mobile rewards programs, mobile sweep them through Tetherball’s technology platform.
stakes and mobile notifications. Dairy Queen is then able to send offers to their customers via stan
dard text messaging.
Talk is chip Offers are redeemed electronically using existing instore RFID
Mr. Highley expects to see this service soon expand across the pointofsale terminals or standalone RFID kiosks provided by Tetherball.
Dairy Queen system and to other national retailers. “Our RFID mobile loyalty platform is easy to use on any phone and
Dairy Queen is a quickservice restaurant chain with 5,600 stores in there are no downloadable apps required,” Mr. Highley said. “Every
the United States, Canada and foreign countries. It offers dairy desserts, body’s got their phone with them all the time, so it’s convenient solu
hamburgers, hot dogs and beverages. tion for the member, and it resonates well with a younger
The chain will start promoting the mobile rewards program on its demographic—there’s a high cool factor.
Web site, and there will also be some direct email and Web advertising “It also helps retailers eliminate fraud, because you can’t create fake
support to make customers aware of the mobile initiative. codes, and it eliminates employee theft, plus we offer realtime valida
Dairy Queen’s calltoaction at the point of sale offers consumers a tion and reporting,” he said.
coupon for a free Blizzard if they join the mobile rewards program. Dave Reasoner, an International Dairy Queen franchisee, has been
The consumer is asked to go to the counter and get a Tetherball working with Tetherball for nearly two years to refine the mobile loy
RFID tag to place on their handset. alty program for his stores. His stores now average more than 900
Information on the card instructs consumers to text in a unique code members per store and continue to see growth in membership and re
on the tag to activate their membership. Once they join, Dairy Queen demption rates, which is making a measurable difference in his year
typically sends out a new offer on a weekly basis. overyear traffic and revenue.
“Once you’ve done that, you’re tethered, and that same user can go “This is a significant opportunity for retailers to start mobile loyalty
to other retail clients as this continues to expand,” Mr. Highley said. and mobile couponing initiatives, as well as mobile advertising,” Mr.
“That one Tetherball tag can be their loyalty card for a number of dif Highley said. “We see an appetite from the consumer side to engage in
ferent retailers, as we can tether the RFID tags to a different short code mobile couponing and loyalty programs, especially in the
for each client.” current economy.” ■
MOBILE MA KE E CLA IC G IDE O MOBILE AD E I ING .MOBILEMA KE E .COM AGE 36
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For be s o n mo bile : t he ne w ca pit alist to ol
l
By Jeff Bauer will naturally be some reduction in
frequency of Web visits but overall
obile today is about where the Web was in 1998. Bandwidth the mobile Web and applications
levels are low, the browsers are limited, and animation for will help to increase news and
mats are primitive. Flash support is far from ubiquitous. media consumption.
Before the iPhone, mobile meant getting your email wherever you The availability of an increased
were, but post the success of the iPhone, audiences are looking at mo frequency of highquality content
bile as a venue for media consumption. will fuel higher rates of consump
BlackBerry Web browsers were slow to mature, but they are now tion. The bigger shift will be as
quite good and we are seeing increased engagement from the business users continue to migrate from
decision makers on mobile devices. television to the Web and to
The Palm Pre is also an excellent platform for news and applica mobile devices. Jeff Bauer, product and creative
tions, and with the HTML/CSSbased WebOS there are a lot of Web de However, advertisers are being
director, Forbes Media
velopers who have the applicable skills to develop for the Palm. cautious with spending overall, and so investments in emerging media
Mobile will bring a boost to news consumption as users will con are not where they should be based on audience.
sume more news now that they can have access more frequently. There The other factor is that many advertisers do not yet have sites opti
mized for mobile, so that advertising in the mobile space gives a bad
user experience.
Jeff Bauer is product and creative director at Forbes Media, New York.
Reach him at jbauer@forbes.com
Advertisers are being cautious with spending overall, and so investments
in emerging media are not where they should be based on audience.
s
By Eric Holmen similar strategies that take advantage of the iPhone and BlackBerry’s
browsing capabilities.
s the mobile ecosystem continues to grow and thrive, even in Other networks go further,
adverse economic conditions, more attention is being paid to bridging not only the contentview
the growing phenomenon of mobile advertising networks. ing gap between smartphones and
Mobile ad networks are crucial to the continued growth of the mo traditional handsets but also the gap
bile economy, and are contingent to the sustainability of the existing between consumer touch points by
mobile revenue structure. offering partnerships with other
These networks are evolving and expanding as rapidly as the mobile media channels, including broad
industry itself, and they are serving an everwidening range of channel cast channels such as radio, print
partners – advertisers, marketers, publishers and content providers. Oh, and television.
and do not forget about the other benefactors – consumers. These comprehensive networks
Mobile ad networks function as a critical intermediary between represent the future of mobile ad
businesses looking to reach consumers and publishers seeking revenues vertising. By being highly accessi
for their mobile content. They provide an often fullservice means for ble by both advertisers and
Eric Holmen, president,
SmartReply
advertisers to enter the mobile market without dedicating outsized re publishers and highly visible to consumers, these networks can deliver
sources to developing contact lists, messaging and outreach tactics. as many as 200 million unique impressions per week.
The networks are vital in assisting publishers by placing their con
tent inventory, from premium sales to remnant distribution, and can Channeling energies
provide a visible platform for smaller and newer content providers. Perhaps the most important reason mobile networks seem to be
The determined and continuing rise in mobile usage, combined with gaining prominence at such a rapid rate is the way in which they reduce
an increase in content developers and publishers, has pushed the rev the barriers to entry into the mobile advertising market for companies
new to the channel.
Put simply, mo
bile networks allow
advertisers without
direct contact lists to
take advantage of
SMS and other mo
bile marketing initia
tives without undue
precampaign
buildup.
Networks, partic
ularly those with
comprehensive dis
tribution models,
with their marketing
capabilities and
crosschannel part
nerships, offer ad
vertisers a onestop
shop for mobile ad
vertising solutions,
reducing or eliminat
ing the need for
Ad networks link advertisers and publishers in ways that a market free of intermediaries could never achieve.
costly infrastructural
enue generation potential of mobile advertising through the roof. This investment on the part of the advertiser.
is undeniable. Why would a company invest scarce capital into an inhouse mobile
The proliferation of smartphones has also expanded the emerging initiative when a mobile ad network can provide unique touches, pen
channel’s prospects. etration and a sizable return at a fraction of the cost?
Where once mobile advertising networks had to be tailored specif Conversely, mobile ad networks are also expanding to include mul
ically to WAP and SMS, nextgeneration networks are employing Web tiple channels, including broadcast channels, and can often be an
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 39
avenue for an advertiser with a strictly mobile strategy to take advan
tage of a multichannel campaign.
Though there are few but an increasing number of advertisers that
lisher, the content provider and the ultimate platform by which mobile
advertisements reach the consumer.
Mobile Marketer Daily,
For them, these ad networks are a vital method by which to sell your firstthinginthe
seeking to distribute the bottom third of their content inventory. But, ul
timately, these are only part of the story.
advertising revenue.
The rest – and for the mobile channel, the rest signifies hundreds of
thousands of publishers – fight for visibility and the remaining 9 per
cent of advertising revenue.
An incoming publisher, new to the market, inherits a support struc
ture and a distribution capability by engaging a mobile ad network that
it would be hardpressed to achieve trying to sell content on its own.
Ad networks, in situations such as this, serve to expand the avail
ability of content throughout the mobile sphere, and help raise the level
of publishing quality by fostering competition.
Indeed, ad networks link advertisers and publishers in ways that a
market free of intermediaries could never achieve.
Networks also provide crucial services to advertisers both new to
the market and unwilling to assume the burden of inhouse mobile
marketing implementation.
On the other side, mobile ad networks are key to distributing and
selling all tiers of content inventory, and can help showcase emerging publishers.
As the number of mobile subscribers continues to increase, and con
sumer comfort level with mobile capabilities continues to grow, mobile
advertising can only become more important to the industry. And as
advertising becomes more central, these ad networks become ever
more relevant.
Relevant and vital to the growth of our industry, the mobile ad net
work is here to stay. ■
Mobile Marketer
S
By Alan Pascoe Opportunities of inmessage SMS ads
Inmessage SMS advertising provides the widest reach of any mo
hort message service (SMS) dominates the mobile message space bile messaging channel.
and presents an untapped opportunity for the next generation of This approach allows carriers to insert advertising content such as
mobile advertising. sponsored commercial text or voicemail enrichment into the unused
According to Juniper Research’s “Mobile Messaging & IP Evolu portion of text messages.
tion: Players, Strategies & Forecasts 20092014” report, personto The typical text message comprises about 80 characters of the 160
person (P2P) SMS is forecasted to generate global revenues of nearly character allotment, leaving sufficient space for additional material. To
$70 billion in 2009. illustrate, this sentence, including spaces, comprises exactly
P2P mobile email, mobile instant messaging (MIM) and multimedia 80 characters.
messaging service (MMS), in comparison, are estimated to generate As Juniper said in its mobile messaging report, “The ubiquity of
about $22 billion combined. SMS in terms of being supported by almost every mobile phone model
While newer forms of messaging are capturing consumer attention, creates a large addressable market for SMSbased advertising campaigns.”
subscribers by and large are communicating with the simple text message. Carriers’ benefits from inmes
The wireless carriers’ problem is that this revenue growth overshad sage SMS include:
ows profitability predictions.
A 2008 Frost & Sullivan report projects that the number of text mes • Increased revenue. Carriers
sages – including P2P, applicationtoperson (A2P) and personto provide advertisers with realtime
application (P2A) – will grow at a compound annual growth rate demographic and behavioral data,
(CAGR) of 15.6 percent from 2007 to 2011, while SMS revenues are coupled with presence and
only on pace to grow at a CAGR of 5.9 percent over that same period. location awareness.
In turn, carriers need new ways to bolster the bottom line. This in turn enables personal
ized and relevant communication
that advertisers covet and sub
scribers notice. The outcomes are
higher open rates and granular suc
Alan Pascoe, senior product
SMS hit
Mobile advertising offers an unprecedented ability for brands to
build highly targeted, personal relationships with consumers. The sheer
number of devices, matched with the carriers’ control over their net
works and knowledge of subscribers, is fertile ground for brand adver
tisers and marketers.
The characteristics that make SMS a great tool for personal commu
nication – pervasiveness, immediacy and relevance – make it an ideal
tool for advertisers and a great potential revenue source for carriers. ■
g
By Thomas N. Ellsworth Video ad forms currently include preroll, postroll and interstitials
designed to appear within the mobile content. The number and length
obile video programming that goes beyond live television of ads typically is monitored by wireless carriers so as not to interfere
broadcast has been developing for a while. As this content with the consumer’s access to, and enjoyment of, the content.
continues to mature into a mainstream medium, video adver Today, a number of mobile advertising companies – not established
tising forms and business models are coming into focus as well. agencies or advertising conglomerates – have built the systems and re
To be clear, I am not referencing the ads and pods of ads present in lationships that comprise much of the mobile advertising ecosystem.
popular live TV programming that can be viewed on videocapable This ecosystem includes banner advertising, aggregation of mobile
phones available from select wireless carriers. content inventory, ad scheduling and insertion, mediation processes
Those ads were placed by media or channel owners and distributed and reporting systems.
to homes via broadcast, cable and satellite. That stream was, in turn, While banner advertising is well established, only a few of the mo
merely converted and distributed to mobile devices. In this case, the bile advertising companies have built the systems required to manage
ads on cable are now the same ads on mobile. and deliver video ads.
Beyond live TV, there is a growing and diverse world of program These early players pitch mobile inventory to agencies and adver
ming available to mobile phone users. This madeformobile content in tisers through the established ad
cludes episodical series, special events and custom programs that vertising sales process. Agencies
augment movies and live TV shows. and their clients typically incorpo
With this programming comes the obvious need to monetize it rate mobile video advertising into
through various business models, including mobile video advertising. wider campaigns and garner
additional reach into select
consumer segments.
Rolling with business models the next few years. Bundles rate plans, additional videocapable phones
Today, monetizing methods include micropayments for individual and exciting content will expand the audience from the early adopters
viewing, monthly subscriptions and broader monthly rate plans that of today to crowds of core consumers. Mobile advertising will be a
grant access to bundled programming. key enabler. ■
Mobile video advertising allows consumers to access content with
out incurring any of the aforementioned costs and, therefore, greater Thomas N. Ellsworth is CEO of GoTV Networks, Sherman Oaks, CA.
viewership. It remains the most attractive business model. Reach him at ellsworth@gotvnetworks.com
MOBILE MA KE E CLA IC G IDE O MOBILE AD E I ING .MOBILEMA KE E .COM AGE 42
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Reaching the f ragmented mobile audience
e
By Faraz A. Syed with a Web page completely different to that of a BlackBerry user.
However, both may be inclusive of your target market.
he extent of the world’s love affair with their mobile phones was As a result, developers are
recently revealed in a United Nations report which showed that forced to create a myriad of ver
more than half of the global population now pays to use one. sions to ensure the optimal end
The survey, by the International Telecommunications Union, an user experience, or risk minimal
agency of the U.N., also found that nearly onequarter of the world’s 6.7 engagement – an expensive and
billion people now surf the Internet using their handsets. timeconsuming process.
It is therefore no surprise that mobile marketers are keen to leverage This diversity is also found in
the mobile opportunity and engage with their target audiences via the the software running on these mo
fourth screen. bile phones, with an abundance of
The explosive growth of smartphone handsets in the marketplace mobile operating system platforms
and the increased use of data services such as mobile search and content such as Java, Android, Symbian
downloads have both acted as catalysts for this new advertising opportunity. and BREW, all requiring consider
However, despite the attractive offering of the current mobile cli ation when developing campaigns.
Faraz A. Syed, CEO,
deliver a quality of experience that matches the technology available or Billions and billions served
risk minimal uptake. The issue of fragmentation is likely to become increasingly appar
ent in the year ahead as mo
bile advertisers look to take
advantage and monetize the
explosion in mobile
applications.
With Apple recently an
nouncing more than 1 billion
application downloads and
rival stores from almost all
the leading carriers and
handset manufacturers being
announced, the opportunity
for reaching the mobile au
dience is clearly apparent.
Some brands have al
ready made the decision to
launch branded applications,
such as Carling with “Fill &
Drink.” However, this was
exclusively available on the
The issue of fragmentation is likely to become increasingly apparent in the year ahead as mobile
iPhone and given that reach
is almost always a key ob
advertisers look to take advantage and monetize the explosion in mobile applications.
E pluribus and numb jective for marketing and advertising, this illustrates the challenge fac
The aim for today’s marketer is therefore to move away from re ing the industry.
liance on SMS and MMS campaigns and fully exploit the mobile op With an abundance of application stores on the horizon and the dra
portunity. Yet this is not as easy as it sounds. matic growth in the use of the mobile Internet, the opportunity for mo
The diversity of the ecosystem, in terms of both the hardware and bile advertising is finally coming of age.
software currently in the mobile wilderness, represents a significant Marketers have an opportunity to reach audiences in new and ex
stumbling block to any mobile marketing campaign for the mass mar citing ways. But key to the success of such campaigns will be deliver
ket, be it using the idle screen, social networking sites or even mobile ing a compelling enduser experience.
banner ads on a mobilefriendly Web site. This element will rely not just on the content created, but ensuring
From a hardware perspective, mobile marketers are faced with a that it delivers the same experience across a variety of handsets. ■
plethora of screen sizes, resolutions and processing power for which
to take into consideration. Faraz A. Syed is CEO of DeviceAnywhere, San Mateo, CA. Reach him
For example, the owner of an Apple iPhone would view and interact at faraz@deviceanywhere.com
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 43
M
7 wa ys to m ak e y ou r id le sc re en c a mp ai gn d e liv er
r
By Jon Jackson one owns a mobile phone nation
wide, so make sure that your mes
obile Web. SMS. Inapplication. Mobile video. Mobile sage works whether your audience
search. Active idle. Marketers have more ways than ever be is 17 or 70.
fore to reach consumers on the mobile device. Pithy, tothepoint copy keeps
Yet, with more options available come more questions from adver your message large and legible on
tisers who want to avoid missteps and make their mobile advertising any device.
campaigns successful from the start: One more benefit: concise copy
“Where do I begin with mobile advertising?” makes your message that much
“What about my existing advertising plans?” easier to remember.
“How do I do this, exactly?” 3. Bring value. The mobile
Each marketing medium has its own set of rules – no two are alike. phone is a personal device, so per
Marketers can improve their chances of success by taking the time to sonalize your offer and target, tar
Jon Jackson, founder/CEO,
Mobile Posse
learn the best practice associated with each. get, target. Deliver one ad to women, another to men. Serve one offer
While there’s no substitute for firsthand experience, here are a few at noon on Tuesdays, and a second at 3 p.m. on Saturdays. Send one
tips and tricks to help make your next idle screen mobile advertising message to users in Los Angeles, and another to New Yorkers.
campaign really shine. Targeting keeps your offer relevant to the recipient, and helps to
1. Be creative. Creative for the small screen does not need to be optimize user response. The idle screen brings you an engaged audi
boring. Give them something to remember with an eyecatching ad ence. Make the most of it with an offer that is the perfect fit.
vertisement. Fullcolor, multiscreen creative helps to capture the user’s 4. Interact. Mobile is an interactive medium, so take that opportu
attention and ensure a great response. nity to build a relationship with your customers. Ask a question, deliver
You have invested tremendous resources in your brand, so be sure a poll or promote a contest.
that your mobile creative showcases it in the best light. You will find that consumer response to interactive messages often
2. Make a point. Mobile phone displays are still pretty small, and exceeds that for traditional standalone ads.
half of the U.S. population has lessthanperfect vision. Virtually every Consumers love to give their opinions, so get your message across
by giving them a reason to respond. You may even learn a few things
about your customers in the process.
5. Take action. Now that you have got their attention, do not miss
your chance to seal the deal.
The call to action is an essential element of any mobile idle screen
campaign. Encourage users to take immediate action on your advertis
ing message with a phone call, mobile Web visit or SMS.
The easier that you make it for mobile consumers to take advantage
of your offer, the more likely they are to do so.
6. Keep it fresh. After a few weeks of great initial response, you do
not want to run the risk of compromising that great engagement.
The prominence of the mobile idle screen warrants keeping the ex
perience fresh. Get your money’s worth by mixing it up with refreshed
creative, a new offer or revised messaging.
Small changes, released every few weeks, will keep your campaign
working for you.
7. Be complementary. Consumers still interact with television,
radio, Web and outdoor – do not be afraid to extend your traditional
advertising campaigns to the mobile device.
If you already have a mobile Web site or SMS promotion in the
works, that is great, too. Make the most of your current campaign by
adding a mobile idle screen component to your plans.
Mobile really is at its best when used as just one element of a com
prehensive multimedia advertising strategy. ■
s
By Richard Eicher MMS advertising as a utility: The Holy Grail
The capability for online advertising to be tracked and linked di
MS marketing has a pretty obvious and well known use case rectly to online transactions is a significant contributor to the success
– to deliver a rich media communication to an end user that of Web advertising and commerce.
is engaging, personal, timely and relevant to the user. The enabling technology is a
MMS advertising for delivering ads within MMS content and com unique identifier called a “cookie”
munications is well known. But what is only recently coming to light which is automatically and seam
is how MMS advertising can also be used as a utility for advertisers. lessly provided by the advertise
ment, stays with you while you
MMS advertising: The basic form browse and is redeemed automati
MMS advertising inserted within thirdparty MMS communications cally at the online point
or content can be in the form of images, pre/postroll video, text and of purchase.
background audio. Unfortunately, most other ad
Since most MMSenabled handsets support the ability to “click vertising mediums do not have a
through” – just like an SMS does – this means that both costper “cookie” alternative to track an
thousand (CPM) and costperclick (CPC) business models can apply exact ROI from the advertisement.
Richard Eicher, founder/CEO
of Skycore
to MMS advertising. Until now. An identifier or “cookie” can be encoded into a 2D MMS
It can either be inserted in people’s personal communication (P2P) bar code image which we can call a “mobile coupon.” This image can
or within their content messages A2P (for example, messaging from be requested from any advertisement through an SMS MO (message
their social networks). originated) and delivered by an MMS MT (message terminated). That
Inserting MMS ad content can be done rather easily without mod mobile coupon remains in the recipient’s inbox or saved on her handset
ifying any of the original content within the existing message. In fact, wherever she goes and it can be scanned and redeemed at the point of sale.
manipulating the original content would be a mistake. With mobile bar code couponing, you can even offer a unique user
Also, inserting MMS advertising should be done simply by modi identifier – similar to Web cookies – for each individual phone number.
fying the SMIL presentation file of the MMS during the delivery process. The same technology to insert a unique and relevant MMS adver
SMIL (Synchronized Multimedia Integration Language) is a pres tisement can be used to insert a unique and relevant 2D bar code image.
entation format similar to HTML and is used for MMS slideshow presentation. Suddenly the Web is no longer the only landscape with precise ROI
measurement capabilities.
The mobile device and multimedia objects
such as bar codes and eventually Near Field
Communication (NFC) will become the
“tracking cookie” of the offline world, telling
advertisers which real world ad influenced the
realworld purchase.
This type of metrics, once only available
through online analytics, will now be available
for print, radio, television and outofhome
media. Costperacquisition (CPA) advertising
models in the offline world would also
become possible.
MMS is the ideal way to deliver a mobile
2D bar code since it is delivered to a
consumer’s inbox in the same, familiar way
as SMS.
Importantly, MMS does not require any
software to be installed on the consumer’s mo
bile phone. And it is immediately available
without having to access the Internet during the
redemption process. ■
e
By Ken Singer If you are aiming toward a younger,
more urban demographic, less feature
any said it could not be done, but Apple’s iPhone proved that rich handsets such as Motorola’s RAZR
consumers will download and engage with a wide variety of sand KRZRs, and lowerend
branded mobile applications. smartphones are more appropriate.
The Zippo Lighter mobile application is a good example – it is the Once you know what handsets your
13th most downloaded free iPhone application, with more than 2.5 mil target demographic is using, you can
lion downloads, per Apple data. begin the key task of selecting a suitable
Other applications offered for everything from ski condition reports distribution channel.
to recipe finders to myriad branded mobile services for consumers have The OEM app store for the devices
generated substantial brand utility, Web site visits and even direct revenue. you are targeting is obvious, but you
However, fewer consumers use iPhones compared to the more than should add in the independent app
50 million BlackBerry users. There are also millions more smartphones stores such as Handmark, Handango
Ken Singer, CEO, Ondeego
on Windows Mobile and other proprietary operating systems. and GetJar, and a WebtoSMS portal from a microsite.
In the United There are also
States alone, there carrier application
are more than 75 stores, but many of
million smartphone these require partic
users. The vast ma ularly arduous ap
jority are not Apple provals and testing.
iPhone users. Approval times
With the recent should be ac
launch of Black counted since many
Berry App World, app stores have
Windows Mobile nontransparent ap
Skymarket, the An proval processes –
droid Market and they can range from
countless other ap days to months.
plication stores, an Marketing your
easytouse distri application is also
bution channel now very important.
exists for these To be effective,
mobile phones. your mobile appli
These app stores cation should be
represent the future part of a holistic
of mobile marketing strategy across mul
and provide an ex tiple channels – not
traordinary opportu just an application.
nity for consumer You are launching a
brands to make an branded mobile
early mark in this service, and con
emerging medium. sumers have to find
it to download it.
Appt advice Advertising on
Before you other mobile appli
begin developing cations or Web sites
your killer market can be effective, but
App stores represent the future of mobile marketing and provide an extraordinary
smartphones of the world, ask yourself who you are trying to reach. and social media is the most costeffective way to market your
Your target demographic will determine your target handsets. mobile application. ■
Also, if you are aiming at a wealthy, educated, professional demo
graphic, then targeting BlackBerry and Windows Mobile smartphones Ken Singer is CEO of Ondeego, Berkeley, CA. Reach him at
make sense. ken.singer@ondeego.com
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Ho w to ens ur e t hat the b ra nd’s i Phone a pp is n’t de le te d
d
By Maya Mikhailov Without depth, there is only “Delete”
Nothing gets old faster than a onetrick application. Unless the point
uilding an iPhone application may be considered relatively easy of your application is one time use, such as a limited viral campaign,
when compared to the effort in acquiring and retaining the at without depth of content a user heads straight for the delete button.
tention of the iPhone user. In fall 2008, several major retailers launched Gift Finder applica
As the iPhone App Store grows – 65,000 applications and counting tions in time for the holiday season. Although the idea was certainly an
– iPhone users have become increasingly discerning. Larger brands inspired one, those applications lacked depth. Many contained a couple
may leverage consumer familiarity for initial downloads, but now all of dozen gifts grouped in very predefined categories. After a couple of
brands are finding that consumers are as fleeting as they were eager to shakes, the consumers moved on.
download the application to begin with. Simple features such as “Product Search” or “Store Finder” would
No doubt industry insiders are familiar with the Pinch Media report have increased the usefulness and shelflife of these applications.
showing a steep drop in user application engagement after only 10 days.
So what is a brand marketer to do? They must decide if they are Stale content is tossed
building a oneoff application or if they wish to establish a true The Gift Finder applications were
brand presence. not updated to reflect postholiday pro
The former is fine for some brands, but consumers demand more of motions or changes in merchandise. So
others. This is doubly true for retailers looking to establish a lasting di what happens to the thousands of users
alogue with their shoppers, which will ultimately lead to increased loy who downloaded those applications?
alty and instore conversion. They were left with the equivalent of a
The guidelines below are aimed at brands that wish to remain on a Christmas tree in February.
consumer’s iPhone longer than a carton of milk remains drinkable in If a brand has decided to com
the fridge. mit the time and resources to
iPhone application development,
planning content and application
maintenance is vital. What would
happen if a brand never updated its Web site? It would lose favor with
Maya Mikhailov, VP, Slifter
their consumers.
The same rule applies on the iPhone. Sections such as “Events”
(from instore to sporting event sponsorships), “Weekly Offers” or
“What’s New” will offer consumers a reason to keep accessing your
application and keeping your brand on their iPhone.
e
By Charles Edwards
t is not sexy, it is not the latest technology, it is far from the bleeding
edge (or even the edge), nor does it conjure up thoughts of unbri
dled marketing success at its mere mention, but IVR – interactive
voice response – is still the reigning king of mobile marketing.
It is, to say the least, the longest running mobile marketing tech
nology and can boast full market penetration. What other technology
can make that claim and not invoke eye rolls? It was mobile marketing
before mobile phones were around.
IVR’s bad rap has come from the customer service phone trees that
seem to be everywhere. Weaving your way through the labyrinth of
questions and choices, you finally end up talking to a live person, but
it has taken so long to get to them, it is afterhours and you get their
voice mail.
IVR, not Ivy League
In my fiveplus years of implementing mobile marketing campaigns
for major brands and agencies, I have seen glorious successes and
tragic failures.
What needs to be realized is that the new technology and the old can
complement each other in ways that are still fun, informative, useful
and engaging.
What also needs to be remembered is that IVR has the ability to ex
tend the reach of a campaign. It can offer things no other technology
can offer and it can act as a seamless bridge to other technologies.
IVR does have its new technol
ogy pieces such as voice recogni
tion. We are increasingly seeing
iPhone, Android and even Microsoft
applications using IVR and
voice recognition.
An IVR with voice recognition
makes it easier to get content with
out having to use the short code and
keyword to initiate the program.
Once users get their first text
IVR is familiar. You do not have to change a person’s behavior to use it.
Not to make light of the importance of these phone tree forests. message reply through IVR, it be
Everyone knows how to dial a number.
Charles Edwards is a mobile
They have their place, but at the same time, they have done nothing to comes easier for them to interact
marketing consultant
lend a “technosheikh” moniker to IVR’s reputation in marketing. with a campaign – they just need to reply to the message.
Don’t just think outside the box – there are too many important IVR is familiar. You do not have to change a person’s behavior to
things in that box that should not be ignored, things that work and have use it. Everyone knows how to dial a number. And by using the added
worked in the past. Expand the box. Think integration. attraction of a celebrity’s voice to convey the message, it becomes very
There are those brands and agencies that will want the wow factor, personal and exciting.
the splashy headlines that say they have done something no one else has. Your brand’s message now reaches people on a level that speaks
With new technology you can expect that people will read about directly to them. It has the ability to create such excitement that the
the campaign, but that optins and ROI will be low. For the most part consumer will tell others about the program and even send it to some
brands are going to be about users, optins, ROI and the continued one one via IVR.
onone dialogue that they can have with their customers. Beyond that it acts to bridge the technology gap to reach those oth
The use of a keyword and a common short code can produce some erwise not inclined to participate in a text campaign. ■
good numbers when integrated correctly with other advertising and
when targeting the more savvy groups of users. But a greater adoption Charles Edwards is a mobile marketing consultant in San Francisco.
rate can be achieved by using IVR in conjunction with the short code. Reach him at cpe@pacbell.net
O
By Jeff Brown and Ron Vetter
particular business.
These customers automatically get sent one subscription coupon described earlier is that businesses cannot control the number of
per week based on one of the following three tiers: high value, medium coupons that are sent offering free items or prizes.
value or low value. Customers prefer this kind of system because their coupons vary
The highest value coupons are sent first to a specific number of reg every week and they periodically receive better offers – for example,
istered users. After the highvalue coupons have been sent, the high and mediumvalue coupons.
medium and lowvalue coupons are sent out to the remaining regis
tered users based on percentages.
Example: Pat’s Pizza has 410 total subscribers to its keyword. The
following table shows how many of each types of coupons would be
sent for Pat’s. Each business can choose its coupon offers (column 2),
the number of highvalue coupons and the percentages for medium
and lowvalue coupons (column 3).
This example is to illustrate how the coupon system works:
Interactive – on demand with waiting period In our experience, we have found that consumers are more likely to
The interactive coupon is a way for customers to get an ondemand stay registered to receive weekly mobile coupons even if they do not
coupon from a business. plan to use every coupon because they are waiting to receive highvalue
Once registered, customers simply text a company’s keyword to a mobile coupons.
short code and they receive a coupon in a reply. For example, a local hair salon might send weekly coupons even
A waiting period can be placed on interactive coupons. This is the though most people get their hair cut only once a month. By sending a
time period the customer must wait between requesting additional in weekly text message, the hair salon can increase its branding opportu
teractive or ondemand coupons. This period can be any length of time nities, thus ensuring eventual growth at a steady clip. ■
desired, although most businesses will most likely use three, seven or
30 days as the waiting period. Jeff Brown and Ron Vetter are founders of Mobile Education LLC,
Many businesses are willing to give away a limited number of items Wilmington, NC. Reach Mr. Brown at jeffbrown@mymobed.com
or prizes each week. The flexibility in the mobile coupons system and Mr. Vetter at ronvetter@mymobed.com
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Web a naly t ics and mob ile ana lyt ic s a re not sim ilar
r
By Jose Villa However, these services do not cut it when it comes to mobile an
alytics. Data resulting from Web analytics tracking methods is incom
s you prepare to take your marketing campaign into the mobile plete or inaccurate on mobile
space you should know that the analytics you are familiar with devices because mobile search op
to measure the effectiveness, reach and overall success and per timizers do not pick up on key
formance of your Web site cannot simply be reapplied to measure the words, search engines and
success of your mobile marketing strategy. conversions. Why?
Mobile analytics is a whole new ball game. Here are some of the Because JavaScript, HTTP
differences in the rules. cookies, HTTP referrer and IP ad
dress information are either not
Web is to mobile as apples are to oranges supported by mobile browsers or
If Web analytics measure visits, impressions, page views, click are misleading due to the location
through rate, conversion, referrals, bounce rates, browser type, time on of the wireless carrier’s
site, number of unique and firsttime visitors and tracks users’ footsteps Internet gateway.
as they navigate in, through and out of your site, what more information
Jose Villa, CEO, Sensis
Web analytics methods do not work on mobile analytics order to glean the right insights that can lead to actionable results and
Traditional Web analytics use JavaScript page tagging, cookies or therefore more effective mobile marketing. ■
log files to track users. Services such as Google Analytics aggregate
this data and provide snapshots that can help you see how well your Jose Villa is CEO of Sensis, Los Angeles. Reach him at
Web site content, design and marketing strategy resonates with users. jrvilla@sensisagency.com
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Local TV stations see mobile in the picture for advertisers
By Leon Spencer paign is the reach that TV has to go out and grab the consumer to tell
them that they can use their mobile device when ordering a pizza.
he world’s first television advertisement was broadcast on Another good example of how TV stations are using mobile is while
July 1, 1941. The watchmaker Bulova paid $4 for a placement consumers are checking out the weather forecast they see their local
on New York station WNBT before a baseball game between bank’s clickable logo. They can click on the logo, be taken to their
the Brooklyn Dodgers and Philadelphia Phillies. bank’s mobile Web site and conduct a banking transaction.
The 10second spot displayed a picture of a clock superimposed on Again, the advertiser, in this case a bank, has the power of TV be
a map of the United States, accompanied by the voiceover “America hind its mobile marketing efforts.
runs on Bulova time.”
S i n c e TV will make news
then, TV sta Although the marketplace has not yet arrived at mass mobile video
tions have usage, TV stations can offer an incredible amount of video to mobile users.
grown signif As mobile TV and the acceptance of mobile video continue to grow,
icant revenue TV stations will be right there with a multitude of video files available
through ad for their site visitors.
sales and con Advertisers, too, can take ad
tinue to do so. vantage of the video with preroll
The question commercial spots that air in front of
now is, how video content.
to continue SMS has been working well for
the growth TV station advertisers as well as
while assist banner campaigns. The reason,
ing our adver once again, is the strength of
tisers in TV’s reach.
reaching con Texting programs wherein TV
sumers. viewers are encouraged to text a
One most specific word to a specific common director, WVLTTV/VolunteerTV.com
Leon Spencer, interactive sales
sports scores, will assist them in this process. TV stations can definitely help with
to grow, TV stations will be right there with a multitude of
dates and news headlines but in a more personal manner – from their If an advertiser does not have a mobile element in its advertising
mobile devices. mix, then the competition is probably going to take some of its
Branding with banner ads on a TV station’s mobile site is a popular market share.
way to keep a brand in the forefront of the consumers’ minds. It is a long way from that first TV commercial, but TV stations are
A good example is that while consumers are searching their favorite on the cutting edge of new media. TV stations are helping to design the
sports team’s scores they are confronted with a pizza chain logo. This future of interactive advertising and mobile fits right into that picture. ■
logo is clickable to all of the chain’s local restaurant locations as well
as their telephone numbers. The consumer can then clicktocall the lo Leon Spencer is interactive sales director at WVLT
cation where they would like to order a pizza. TV/Volunteertv.com, Knoxville, TN. Reach him at
The advantage to the pizza chain of using TV for this type of cam leon.spencer@wvlttv.com
MOBILE MA KE E CLA IC G IDE O MOBILE AD E I ING .MOBILEMA KE E .COM AGE 51
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Va lu e b es t p ra ct ice i n m o bi le m a rk et in g
g
By Chris Brassington opt in to a brand’s mobile messaging program, relevancy is
absolutely critical.
ersonalized mobile interaction including text and picture mes If they choose to receive messages about weather, be sure to send
sages has become one of the most popular ways on the planet for them local forecasts. If sports scores are what you are offering, make
people to communicate. Its growth is staggering. sure the consumer’s favorite teams are included in the message.
According to a report from Tomi Ahonen Consulting, the number This does not mean a marketer cannot add on sponsor messages
of global mobile messaging users has climbed to more than 3 billion. and other promotions, but relevant and timely content should always
Seventysix percent of all mobile phone subscribers actively send and take the lead.
receive SMS text messages. The same thing goes for subscriber fatigue.
Three billion messaging consumers translates to twice the number Send too many messages, and your optin friend will soon be your
of television sets in homes, twoandahalf times the number of people optout enemy. Breaking news 15 times a day can be overwhelming, so
using email and three times the number of computers on the Internet. consider one or two messages a day instead.
This phenomenal growth represents an amazing opportunity for Leverage tieins to other media channels. To further add value
marketers. But what are some of the most important practices to keep for the consumer and promote your other marketing channels, prompt
in mind when developing mobile messaging campaigns? the user to tune in to your television
Gaining access to a consumer’s mobile device is an intimate in show or go online for more
vitation. Individuals store their contacts, check their email and visit information.
favorite mobile sites directly from their phones. 2ergo recently launched a pro
Having a consumer opt in to receive updates or learn more about a gram with National Geographic
brand via mobile messaging is only the beginning of the marketer/con Channel for its Dog Whisperer tel
sumer relationship. Treat it like gold and understand that each opt in is evision series that sent mobile mes
a privilege and not sages with a dogtraining tip and
a right. reminder to watch the show two
Get to know the hours before each week’s episode.
Mobile Marketing The program received kudos from
Association’s Mo its subscribers, and National Geo
bile Advertising graphic continues to renew this
Chris Brassington, group
them to the letter or Learn from your subscriber base – immediately. O2, a leading
risk being banned. British wireless carrier with 18.4 million customers, implemented a
Mobile interac widereaching mobile messaging strategy with 2ergo that enabled the
tion is the gateway company to send regular SMS, MMS and email updates on special of
to your brand. Let fers, new products and other relevant campaigns to its subscriber base.
us face it: There is Thanks to the immediate responses typical with mobile and other
very little that a detailed tracking metrics, O2 now understands that certain demograph
brand can communi ics respond best to SMS and MMS between 6 p.m. and 9 p.m., after fin
cate in 160 charac ishing their work day.
ters, so marketers By leveraging this deep insight into customer behavior, O2 has seen
should use mobile response rates between 30 percent and 65 percent. Executives with the
messaging as a gate company believe that mobile messaging has led to lowered costs and
way that facilitates more informed customers, which ultimately is reducing churn.
access to the Mobile marketing offers great value. The current economic cli
brand and to mate is driving smarter business, fueling the growth in mobile market
more information. ing and mobile customer relationship marketing.
Include brief de Business is responding to market conditions by spending less on
tail on the reason for TV, outdoor and print in favor of the mobile as it is a less expensive,
Send too many messages, and your optin friend
the message – great offer, sports scores or the latest weather – and then highly targeted and more measurable marketing channel.
will soon be your optout enemy
leave room for a direct link to your mobile site. Smart marketers will keep these best practices in mind with each
This is the best way to further engage onthego consumers with and every program they choose to deploy in this mobile world. ■
your brand while providing instant analytics on response rates to plan
future campaigns. Chris Brassington is group managing director of 2ergo, Manchester,
Relevancy is key and fatigue is everpresent. When consumers England. Reach him at chris.brassington@2ergo.com
s
By Giselle Tsirulnik Brian Mandelbaum, vice president and interactive group media director
at CramerKrasselt, Chicago.
armaker Porsche used mobile as part of a bigger, multichannel “Not only are Porsche customers generally tech savvy and con
campaign to promote its luxury vehicles as affordable. Porsche's nected, but from a lifestyle perspective, mobile is an ideal way to en
“I Can” campaign targeted mobile consumers on Weather.com gage them,” he said. “Porsche is all about frontoffoot engagement.
and Yahoo and encouraged consumers to click on banner ads that said, “The Porsche consumer is not someone who just plops on the couch
“You can own one, click to see how” and “Can you afford a and watches TV or curls up with a magazine everyday. They are far
Porsche? Just say “I can.” The fourmonthlong mobile initiative out more active and demand more immediate access to information.”
performed Porsche's broader campaign. Mobile generated three times the volume to Porsche’s call center
“The overall strategy was to emphasize the affordability of Porsche than online and twice as many dealer lookups.
products to people who didn't think this car brand was in their reach,” The mobile site’s number of visitors was 40 percent higher than
said David Katz, vice president of mobile advertising and publisher those to the online site.
services at Yahoo, Sunnyvale, CA. “Porsche was trying to touch buyers Porsche used Yahoo behavioral targeting tools to serve ads to smart
on the go.” phone users whose Websurfing behaviors implied they were looking
When consumers clicked through, they arrived at campaign’s WAP for coupes, SUVs or luxury cars.
site at http://m.porscheusa.com . There they could view Porsche models The carmaker plans to relaunch the mobile campaign in the spring
and prices and clicktocall a dealer. to promote the March debut of the new Cayman and Boxster models.
Porsche found that consumers clicked most over the weekend, Porsche is not the only big brand that has seen good results running
while out shopping or testdriving vehicles. ads on Yahoo’s mobile properties.
The carmaker thought mobile would be a good fit because its buyers Visa wanted a multiscreen approach to promote its tiein with the
can be classified as techsavvy. Beijing 2008 Olympic Games.
The campaign was inspired by company research that shows that Visa ran banner ads on Yahoo’s Mobile Olympic site. Ultimately,
majority of consumers believe that the car’s price tag and ownership the goal of the campaign was to drive traffic to Visa’s mobile site at
costs were higher than they really were. http://visa.mobi/goworld and engage users with a rich mobile experi
The mobile initiative delivered 22 of the campaign’s overall digital ence through background stories on featured athletes.
traffic and the clickthrough rate was six times better than Porsche’s “What I liked about this campaign is that Porsche came in with a
online display advertising. clear objective and was really pushing affordability,” Mr. Katz said.
CramerKrasselt is Porsche’s ad agency. “We thought they had simple, yet relevant mobile experiences.
“We developed an engagement strategy from the perspective of the “Porsche really took advantage of mobile in good ways and they
active consumer, facilitating oneonone dialogue through mobile,” said made use of our Yahoo behavioral targeting tools,” he said. ■
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Bu ild ing a su cce ss fu l m ob ile bu sine ss mo de l
l
By Jay Neuman PCs, version 3 browsers and a dialup connection.
But the iPhone is pointing the way to a more sophisticated browsing
e regularly hear from our clients and their media agencies experience and stronger branding through applications.
that the key missing link for mobile's growth is the absence There is a long long way to go, but giving consumers the ability to
of uniform metrics and barometers for success. have fun and engage with your brand directly through their phone is a
This lack of core business dynamics and modeling needs to be ad prerequisite for mobile’s growth as a key channel in the
dressed quickly across the industry in order for mobile’s share of adver marketing mix.
tising revenues to grow and meet its future potential. The key metric of success is impressions.
Even without access to the subscriber data that carriers possess –
and rightly protect – the mobile channel offers a wealth of data which Customer relations
can act as a bedrock for developing ROI models, especially in facilitat One word sums up this dimension to the mobile business
ing direct response campaigns. model – loyalty.
The good news is that these mobile business models are within easy Just as people now expect to interact with businesses directly
reach for marketers. through wired Internet usage, they are also beginning to expect the
The trick is in identifying metrics that best measure success in terms same service through their mobile phones.
of the client’s larger marketing goals. This can be done by identifying The key metrics of success are
which of the following dimensions are key to meeting the clients’ larger service usage and customer retention.
marketing goals.
Cost saving
Business development Customers can use automated
Mobile marketing is, at its services through their phone that
heart, a direct response medium. It would otherwise require a more
is addressable and contains a built costly method of delivery.
in response capability. People In particular, the ability for mo
could optin to mobile promotions bile to develop into a retailer’s
that lead to future followup sales. dream via text alerts and mobile
A mobile outreach could direct coupons will further augment the marketing & CRM, Telescope Inc.
Jay Neuman, director of database
people to a WAP page or Web site decline in paper and postage direct
where they fill in a survey. marketing and provide a killer app which champions mobile’s qualities
The business development di above any other device.
mension is basically throwing out The key metric of success is cost reduction.
a mobile fishing net to catch per
missionbased optins for future Mobile commerce
sales promotions. This dimension is perhaps the most straightforward.
The key metrics of success are People are buying something through their mobile phone or mobile
responses and optins. device. They could be downloading ringtones, wallpapers or music.
They could be performing stock trades on their smartphone.
The mobile channel offers a wealth
Lead generation
of data which can act as a bedrock
Whatever it is, the business objective is to sell more of it. However,
for developing ROI models,
Lead generation is one of the mobile commerce is still in its infancy. It is an important, but not the
especially in facilitating direct
the Internet. We all engage with it every time we click on a sponsored The key metrics of success are impressions and sales conversions.
search engine link. However, applying it to the mobile space is proving Especially in the current economy, advertisers are looking to per
a challenge. A mobile alerts club could include an optin or click formancebased media and this is an opportunity for mobile to take a
through to a sponsor or advertiser. step out of the shadows and show that it can live alongside other more
With its ability to personalize and localize, lead generation through established media.
mobile will emerge as a crucial way of engaging marketers. These six dimensions of mobile business models can be used to cre
The key metrics of success are number of leads and ate a roadmap for your mobile campaigns and overall strategy. They
revenue generated. will help focus your mobile outreaches on those things most aligned
with your business objectives and provide a set of metrics to continually
Brand development improve as you achieve your goals. ■
Brand development could be downright fun when it really goes mo
bile. Of course, there are mobile media buys, but currently it is a bit Jay Neuman is director of database marketing and CRM at Telescope
like those faroff days when the Internet experience was based on 386 Inc., Los Angeles. Reach him at jay.neuman@telescope.tv
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 54
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He a r t ha t? Voi c e is k il le r a pp on mo bil e
e
By Stéphane Attal carriers and advertisers to build on
voice as the key application. It rep
ur mobile phones are audio devices first and foremost, but you resents the most ubiquitous, rich
will be hardpressed to believe that these days. Advertising by and accessible communication
wireless carriers and handset manufacturers would have you channel and provides an unrivalled
believe that everyone is busy searching and surfing the Internet on our opportunity for companies to com
mobile phones as we receive relevant advertisements on them. municate with users.
In fact, there is no need to talk anymore now that Twitter, Facebook,
email and text messaging have replaced the art of conversation. Voicing appreciation
The reality is a bit different. A voiceactivated user interface
Not everyone owns fancy phones such as the iPhone, BlackBerry offers commonality across most
Storm, Palm Pre or Google Android G1, all of which only represent 15 handsets, delivering a consistent Stéphane Attal, CEO, AskKinjo
percent of the total mobile phone installed base. user experience, which results in the opportunity to deliver valueadded
Furthermore, recent surveys show the complexity of many handsets services that can be easily adopted.
leaves many users frustrated and angry. This then begs the question as In addition, two social factors are also stimulating the need for easy
touse voiceactivated services.
The first is the wider adoption
of legislation mandating the use of
handsfree wireless technology
while driving. The second is the
increasing use of hosted
personal contacts.
Since carriers have failed to
build new voice services to en
hance average revenue per user,
third parties have jumped in.
One company offers a voice
activated audio service using the
mobile phone to deliver free loca
tionbased content, supported by
paid contextual ads. These audio
advertisements cannot be skipped
and can reach 100 percent of the
mobile subscribers market.
In a recent study, participants
initially predicted voice search
would be the most difficult to use.
But in final usability tests, it per
formed better than expected, with
participants enjoying voice search
Only 20 percent of mobile phone users like to use their handsets as an allinone multimedia device,
leaving the 80 percent “minority” to concentrate on what they think really matters – voice.
to who is left surfing the Web? much more than searching via their handsets keypad.
From the research that has been done, only 20 percent of mobile This finding may well have a bearing on the future success or fail
phone users like to use their handsets as an allinone multimedia de ure of voicein, displayout search applications released by some of the
vice, leaving the 80 percent “minority” to concentrate on what they bestknown Internet search companies.
think really matters – voice. In the end, the majority of North American mobile users are still
When questioned about possible additional services, this huge “mi reliant on traditional voice features, despite their perceived willingness
nority” states time and time again that they prefer voice as their main to adopt newer, advanced applications.
communication channel. Carriers, content providers and advertisers just need to recognize
With the current economic downturn, this is having a disruptive ef that voice is still the killer application with mobile users. ■
fect as data services usage falls and consumers limit their monthly
spending to traditional voice and text services. Stéphane Attal is CEO of AskKinjo, Toronto, Ontario. Reach him at
This reliance on traditional voice presents a golden opportunity for stephane.attal@askkinjo.com
n
By Harald Neidhardt Even on basic targeting criteria such as the geographical origin of
an impression on a country level, some mobile ad networks are not ca
obile advertising is getting traction and is becoming an inte pable of delivering a fill rate above 25 percent.
gral part of today’s marketing mix. But it is still a very tough A new category of mobile ad optimizers has emerged. They fill and
job for mobile publishers and mobile developers to monetize optimize mobile advertising inventory by aggregating ad networks
their inventory, especially when it comes to nondirectsold inventory. across different global regions and different pricing models.
The usual approach to overcome this crucial problem is to work with
several ad networks specializing in mobile advertising. Threetier pricing model
Unfortunately, most mobile ad networks are not capable of mone Similar to the online advertising market, different tiers of moneti
tizing each single page impression or tend to serve low eCPM runof zation can be identified, which are dependent on the characteristics of
network advertisements. the inventory:
To react to this challenge, some publishers chain several ad net 1. Premium display inventory is mainly sold direct and guarantees
works together and form socalled daisy chains, which cause higher ad advertisers a specific placement
server latencies and might lower the overall user experience. and time frame for their media
Furthermore, the number of mobile ad networks is growing but their (high eCPMs greater $10).
performances differ significantly. These tier 1 ad budgets usually
It is a timeconsuming have a low fill rate and tend to be
and expensive task to find CPMbased.
out which mobile ad net 2. Secondary premium inven
works deliver the highest tory is sold automated via premium
eCPMs and fill rates for a ad networks with the same guaran
specific inventory, especially tees as premium. Secondtier in
when there are limited re ventory creates medium eCPMs
sources for a professional between $1 and $10 and the volume
adops team. remains also limited.
Harald Neidhardt, cofounder
and CMO of Smaato
This article describes es 3. Nonpremium inventory is sold automated over ad networks (low
sential challenges for mobile eCPMs of $1) and is mostly based on cost per click.
publishers and mobile devel Premium inventory represents only a small amount of the overall in
opers to monetize their ventory – best ad spaces on the site. Therefore, premium publishers
whole inventory. such as wellknown, branded Web sites connect to a premium ad net
work to monetize their secondary inventory.
Steep increase of unsold The inventory that is not filled by one of these channels is mone
inventory tized by nonpremium ad networks.
To monetize their whole
mobile inventory, most mo Advent of ad network chains
bile publishers and develop Different ad networks generally offer publishers a tradeoff between
ers sell their unsold remnant a high eCPM and a good fill rate. Therefore, medium and large mobile
This trend towards lower eCPMs is even inventory via mobile ad net publishers are usually connected to several mobile ad networks.
works. Mobile ad networks A combination of premium ad networks monetizing their best ad
worse when the supply of mobile inventory
are intermediaries which ag spaces, specific regionalfocused and horizontal ad networks connected
grows faster than the demand, as is the
side) and publishers (sell side) on a shared revenue basis (about 40 per To manage this set of mobile ad networks, publishers configure
cent for buy side). their adserver to send ad requests to different ad networks by guessing
Especially in these economic times with decreasing marketing their future eCPMs and fill rates.
budgets, mobile ad networks tend to optimize on behalf of their adver So normally the first ad request goes out to a high eCPM network.
tisers goals (buy side), which results in decreasing eCPMs. When the ad network defaults, the next highestpaying network is asked
This trend towards lower eCPMs is even worse when the supply of for an advertisement and so forth until an ad is served.
mobile inventory grows faster than the demand, as is the case at This static sequence of ad request is called a daisy chain of ad net
the moment. works. How good a daisychain actually performs can only be judged
The percentage of served ads versus requested ads is the fill rate of after the ad networks provide performance data – sometimes with a
an ad network. The fill rates are dependent on the targeting criteria and time delay of several days.
number of advertisers of an ad network. As a matter of fact, this static approach increases server latencies
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 56
Our next
and is not capable of reacting to the dynamic pricing of the market and
may finally cause significant revenue losses.
Classic
Guide...
Please inquire at
mobile publishers:
• Higher advertising yields by monetizing every single impression
on the best price
• Saving money and resources by dynamically reordering the chain
ads@mobilemarketer.com
based on performance data, inventory and user characteristics about sponsorship
opportunities.
• Lower server latencies by allocating the ad impressions to the
right network in realtime
M
broad collaboration
By Guy Yaniv Preferring unity to division, key parties are pulling together to en
sure wideranging mobile advertising success.
obile advertising presents intriguing opportunities for wire Two examples come from Britain, a market well positioned to be
less carriers and other players in the value chain. However, come a huge mobile advertising success story.
mobile advertising success requires cooperation from a wide British carriers decided to put headtohead competition aside for
range of parties, including: now and are cooperating to increase the inventory, reach and appeal of
• Advertisers: Major brands and smaller enterprises realize the high mobile advertising.
potential return on investment of reaching users on the mobile
• Ad agencies and media buyers: Aware of demand from adver GSMA mobile media metrics initiative
tisers, ad agencies and media buyers are investigating the mobile plat On the forefront of creating standards for mobile advertising,
form for delivery of campaigns GSMA recently launched a mobile media metrics program.
• Aggregators and ad networks: Aggregators and ad networks en The association for carriers assumes that measurements will drive
able mass audience, less targeted mobile advertising such as push SMS, the overall growth of mobile as an effective advertising platform by
and Web banners, playing an important role in testing the water in the enabling media and advertising
industry’s initial phases agencies, brands and publishers to
• Content providers: Increasing onthego content consumption is evaluate and deliver better mobile
a major driver for mobile advertising, both for display and content advertising campaigns.
based campaigns All five top British carriers are
• Carriers: Carriers can reach endusers through multiple channels: engaged in this initiative and will
voice, SMS, MMS, Web banners and interstitials. Additional unique submit mobile browsing data for
assets such as presence, impulse response capabilities, vast amounts of auditing and development of stan
enduser information that can be used for targeting, metrics and the dard measurements, which they in
trusted billing relationship position carriers to deliver the right ad to tend to comply with in the future.
the right person at the right time Groups such as the Interactive
• Technology Advertising Bureau and the Mobile and mobile advertising, Comverse
Guy Yaniv, VP and GM of messaging
By Alexander Gregori WAPenabled, and while this technical feature has not yet been widely
exploited commercially, most African countries stand ready with GPRS
hen it comes to opportunities in African markets the general and 3G technologies.
official attitude persistent among governments, corporations As so often is the case, it is not the forward thinking planning of ex
and investors is one of doom and gloom. ecutives that defines market developments, but rather the markets them
Unstable political and economic situations, military coups, corrup selves in this day and age.
tion and poverty, paired with vast country spaces and small populations According to studies from Vodafone and Nielsen that were released
– compared to, for example, India or China – are often used as argu toward the end of 2008, twice as many South Africans access the Inter
ments against taking Africa seriously. net via their mobile phone (10 million) than via their computer (5 mil
However, the reality is that while many of the criticisms are based lion), which is indicative of mobile’s growing clout.
on real challenges facing Africa, its markets do offer exciting opportu
nities. This is especially true for an emerging industry such as mobile. It adds up
The presence of a few “traditional” companies such as Vodafone, South African networks and mobile phone manufacturers have re
MTN and Zain, either as direct players or as majority shareholders in sponded to this growing number of mobile Internet users with adver
various mobile ventures across Africa, as well as the push of new play tising that focuses on offering easytouse, cheap data plans for both
ers including Obopay and AdMob, into the market attests to this claim. prepaid and contract
mobile customers.
Cashing in It is significant to note that the
Africa offers a number of attributes that are particularly conducive antiquated billing of Internet con
to its attractiveness for the mobile industry. nections by the time spent online
Firstly, and maybe most importantly, African countries suffer from from the early days of analog
a general lack in the number of modem dialups has never even
fixed telecommunication lines, entered the African mobile
often controlled by monopolies. Internet market.
This not only manifests itself Rather, users pay for the actual
in a very small number of people data transfer only. And with only
who actually own a fixed tele about 2 U.S. cents for 1MB of data Thinking Mobile and Rich Mobile
Alexander Gregori, owner,
phone connection, it also results traffic, the rates are much cheaper
in high fixedline telecommuni compared to the United States.
cation costs, bad service and Furthermore, wireless carriers are making their money mostly up
slow connection speeds. This af front – one of the positive spinoffs of the cashbased business model.
fects business opportunities neg Given the above scenario, it is not surprising to note that Africa is
atively. not only ready for mobile, but ideally positioned to benefit from the
Moreover, the growth in the mobile technology explosion.
number of computer Internet Mobile is simply the best available oneonone communication tool
users is slow and ecommerce has not taken off as it did in other conti to reach African audiences on the widest possible scale.
nents, especially in North America and Europe. This is true for companies who wish to enter the market to generate
Secondly, a large number of Africans are “unbankable” in terms of profits as well as the African population, which can improve its lifestyle
internationally accepted banking standards. This is coupled with wide by leapfrogging many developed countries with the use of mobile ap
open spaces inhabited by rural communities who do not even have ac plications for work and personal use.
cess to a bank because there are no branches or ATMs. The stage is set. It now remains up to the entrepreneurial spirit to
Consequently, business in Africa is done largely on a cash basis. create and offer the right services and applications. Forwardthinking
On the other hand, the mobile phone penetration among the African companies would be well advised to keep in mind Apple CEO Steve
populace is extremely high – in some countries more than 100 percent Jobs’ advice that “you cannot always wait for the customer to tell you
of the actual population. This also translates into real numbers. what he wants.”
For example, in South Africa more than 40 million people own a Interestingly, it is often smaller, agile service providers instead of
mobile phone. In Nigeria it is more than 60 million and even in Zim the slowmoving, established advertising agencies, who can help com
babwe, a country suffering from devastating sociopolitical and eco panies to develop a sustainable, longterm mobile strategy that fits in
nomic conditions, every citizen owns at least one mobile phone. seamlessly with their existing marketing efforts. ■
Countries with “below par” mobile phone penetration such as
Kenya – 40 percent – are catching up fast and report exponential Alexander Gregori is owner of Dawn Anna Investments (Pty) Ltd.’s my
growth in mobile phone ownership. MobWorld, Rich Mobile, Mobile Marketing Winner$ and Thinking Mo
What’s more, more than 90 percent of these mobile phones are bile in Gaborone, Botswana. Reach him at alex@mymobworld.com
MOBILE MA KE E CLA IC G IDE O MOBILE AD E I ING .MOBILEMA KE E .COM AGE 59
D
AP M ob ile : t he ne w wir e le s s s e r vic e
e
By Jeffrey Litvack and Daniel Hodges transformed mobile from a device
to a consumer information hub.
o you see news consumption migrating to mobile like it is from AP today receives regular re
print to online? This question, albeit substituting for the new ports from our mobile users on
technology of the day, has been asked for the last hundred breaking news in their localities via
years. History provides a clear answer. When radio became a mass our “Send to AP” feature on all of
medium in the 1930s, television in the 1950s, cable TV in the 1980s and our applications and on our mobile
the Internet in the 1990s, they all remained viable and increased the Web site. These firsthand accounts
overall consumption of media. have generated a number of stories
Each medium has taken initial share from the previous medium and that are then fed across the nation
each medium has responded to that shift with innovation. and worldwide via AP’s wire service.
Mobile is another consumer touch point. It fills that gap in the day Advertisers have already begun Jeffrey Litvack, GM of mobile and
where news consumption was not before viable – on the elevator, wait to understand and monitor con
emerging products, AP Mobile
ing for a meeting to start, at the end of the day on the subway. sumer behavior on mobile. As in
Generation Y, X and boomers have all embraced mobile and smart any new market, the innovators in
phones. If you go on iTunes today [August 2009], there are more than novate and this is no different.
1,300 iPhone applications available in the news section of the Apple Sprint was the first U.S. wire
App Store. less carrier to innovate with adver
With this new technology, the mobile device is becoming the first tisers and, when the book on
source for news and information – ahead of TV, radio and online. mobile advertising is written,
Sprint will be in Chapter One.
Mobile for the wired Procter & Gamble Co., under the
The Associated Press’ ability to send push notifications of breaking leadership of A.G. Lafley, now
news to the iPhone – and soon other devices – is also changing people’s chairman, encouraged the pack
consumption habits. agedgoods marketer to innovate, Daniel Hodges, head of global sales,
On the day of singer with mobile as an important part of
mobile and emerging products, AP
the elevator, waiting for a meeting to start, tos, the rise of the applica Our success is measured in two ways – comprehensiveness and per
consumption was not before viable – on
at the end of the day on the subway. tions, SMS and video have sonalization. Today, we have more than 1,000 newspapers and broad
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 60
casters participating, creating the only hyperlocal news application
in market.
Our national footprint to local news provides consumers with the
news they need and want, and advertisers with a highly targeted audience.
Equally important are the personalization features we continue to Are you onboard?
add. Mobile is a personal device, and our mission is to deliver tools “to
choose your news.” We have added customized front pages to all of
our applications and are building more customization and personaliza
tion into the applications. Advertisers with Mobile
On a yearly basis, we are making a multimillion investment in mo
bile and into becoming the news button for nextgeneration devices.
Marketer influence the
By the end of the year, we will have applications in market for every
major operating system and handset including Apple, Android, Black
top purchaseempowered
Berry, Windows Mobile and Javabased phones such as LG, Nokia decisionmakers at
Fortune 500 brands,
and Samsung.
To be successful, publishers need to get mobile right, both in terms
of audience and revenue. Many more of our AP member news publish
ers are interested in having their own mobile news applications. agencies and marketing
AP is an early adopter of mobile, and we aim to create content for
each platform form factor. As one of the world’s largest content cre
execs on the lookout for
ators, our content includes sports, entertainment, business, news, health,
travel and lifestyle. We launched a Spanishlanguage Latino mobile
marketleading products
portal in spring 2009. and services. Sponsoring
Mobile Marketer’s
newsletter and Web site
means smooth sailing for
your branding efforts.
g
By Dan Butcher customers into their stores.
The beauty of locationbased advertising and, more specifically, the
ne of the most important factors that has helped the mobile Store Finder solution Useful Networks created in the trials, is that it
channel build its credibility is that large, wellknown brands reduces the number of clicks a customer has to make to complete the
are using the marketing medium to extend their reach and for intended user experience.
branding purposes. Users no longer have to enter in the postal codes to find stores. They
If it were not for brands such as McDonald’s, Dairy Queen, Burger can simply click a calltoaction banner ad and get the address, phone
King, Subaru and Jaguar, it would probably be tough to make a case for number and map pinpointing the closest store location.
mobile as a marketing vehicle that works and delivers results – at least Also, proximitybased rewards, such as mobile couponing, will also
on a large scale. help brands drive traffic into their stores.
It is thanks to the big brands that smaller marketers are realizing
the potential of mobile. The following is a roundup of what some big Automakers drive results with mobile
brands across various industries are doing in mobile. This is the proof If fastfood chains are leading the pack in mobile spend, then au
for the mobile pudding. tomakers are not far behind, if at all.
Luxury automaker Jaguar Cars ran a multichannel marketing cam
Fastfood chains digest mobile paign to drive traffic to its mobile sites and get consumers to opt in to
Fastfood chains may be the industry sector investing the most in its SMS database.
mobile advertising. Jaguar’s strategy was to integrate mobile into other media channels
The launch of the McDonald’s M Burger in France stood out for its by deploying short codes in several different media channels, including
innovative use of mobile advertising. print, television and outdoor.
The burger giant ran banner ads on the Microsoft Advertising Mo Each channel uses unique keywords, and the communication flow
bile Media network. The brand used animated banner formats instead is focused towards driving foot traffic to dealerships by helping con
of traditional mobile banners. sumers find their nearest dealer.
Also, a recent Dairy Queen mobile ad campaign saw a click Jaguar’s mobile marketing strategy included individual WAP and
throughrate of more than 22 percent, proving once again the effective iPhone sites for various nameplates, as well as WAP and iPhonebased
ness of the mobile channel to engage consumers. advertising media –including rich media – driving traffic to the
Mobile Posse Inc., a provider of idlescreen content and advertising specific sites.
for mobile, helped Dairy Queen reach consumers onthego through
their mobile phones. Media loves mobile
Dairy Queen and digital agency space150 piloted Mobile Posse’s Big traditional media companies, including television networks, are
idlescreen advertising platform to promote its new Sweet Deals benefitting from mobile, both as advertisers and publishers.
value menu. The Discovery Channel and Microsoft Advertising launched a
Dairy Queen’s “Sweet Deals” campaign is a brand campaign that threescreen campaign spanning mobile, the Internet and gaming to
was designed to promote consumer awareness of its new Sweet Deals capture “The Deadliest Catch” fan base.
value menu. On April 14, the Discovery Channel executed an MSN Mobile
Mobile advertising was added as a component of the traditional home page takeover in conjunction with the MSN home page takeover
media mix, so the mobile ads complemented creative and messaging to promote the season premiere of “The Deadliest Catch” television series.
used across other media. In addition, Microsoft subsidiary ScreenTonic created a WAP site
that uses the Microsoft Advertising mobile platform.
Targeting via location The Discovery Channel’s strategy for this campaign was to create
A hot topic in the world of advertising is adding consumers’ loca a presence that surrounds its viewer throughout the day by owning mul
tion data to make mobile advertising more targeted. tiple touch points within the Microsoft network.
Burger King and Subaru recently ran trial campaigns in cooperation The campaign included a breadth of Microsoft ad products running
with a tierone U.S. carrier to let consumers find the nearest quickserve across the Microsoft network of assets, all designed to reach viewers
restaurant or car dealership by clicking on a mobile banner ad. throughout the day no matter which platform they are using.
The fastfood chain and automaker tapped the AdWhere platform Meanwhile, NBC Universal and MTV Networks are using mobile
from Useful Networks, which published the results of the two large interactivity and advertising provider SinglePoint’s SingleBrand Ad
scale trials as demonstration of the effectiveness of locationbased ad Marketplace to monetize their mobile messaging inventory.
vertising over standard mobile advertising. Campaigns for NBC Universal’s properties include NBC, USA Net
According to Useful Networks, locationbased advertising increases work, Sci Fi Channel, Bravo, CNBC, MSNBC, Telemundo, NBC News
the value of mobile advertising by improving targeting and facilitating and NBC Sports, as well as Universal Studios and Universal Studios
deeper levels of consumer engagement. Theme Parks. MTV Networks’ channels include CMT, Comedy Cen
The strategy of the Burger King and Subaru trials was simple: Get tral, MTV, MTV Tr3s and VH1.
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 62
SinglePoint is empowering broadcasters and advertisers with inter ensure that it offers consumers choices in how they wish to consume its
action via mobile devices. gaming content.
Even the beleaguered print media industry is reaping the rewards of
mobile, with giants such as The New York Times and Time Inc. launch Promoting a product
ing adsupported mobile Web sites and smartphone applications. Sunglasses giant Oakley ran an “AFA Snow” mobile advertising
Free commuter daily newspaper brand Metro U.S. also imple campaign within the Ridertech Snow Reports iPhone application to
mented an SMS program to get news readers interacting with its promote its ski/snowboard goggles.
print properties. Oakley tapped appssavvy for the campaign, which targeted male
Metro readers in New York, Boston and Philadelphia can participate snow sports enthusiasts ages 1528. The objectives were to generate
in the daily Metro TXT Poll. Each day Metro will place a question on awareness of Oakley AFA snowboard/ski gear and brand equity asso
the front page and encourage readers to text in an answer for the oppor ciated with Oakley and the action sports lifestyle, send qualified traffic
tunity to win a $250 Visa gift card. Results are shown the following to the AFA Snow landing page on Oakley.com and drive Oakley AFA
day in the Voices section. product sales.
Similarly, magazine publisher Hachette Filipacchi Media U.S. is
using the mobile channel to monetize seven of its magazine titles. Retail sees detail
HFM is selling ad space on the mobile versions of Preppy retailer Polo Ralph Lauren Corp. launched an iPhoneopti
CarAndDriver.com, Elle.com, Ellegirl.com, Premiere.com, RoadAnd mized site for Rugby.com, the site for its sporty line of Ralph Lauren
Track.com, WomansDay.com and Ellegirl Latina. Quattro Wireless is Rugby apparel.
handling ad sales and serving for the titles. Like the existing WAP site that is optimized for all other mobile de
vices, the iPhone site lets consumers browse and buy all products that
Software and technology giants are available on Rugby.com.
Computer maker Dell turned to mobile to promote its Vostro mod For its part, A|X Armani Exchange launched its first mobile adver
els, targeting the entrylevel laptop market in India to generate qualified tising campaign to promote its A|X Armani Exchange Spring
sales leads. 2009 collection.
Dell tapped BuzzCity for the campaign, using WAP as a channel to Armani teamed up with The Media Kitchen and mobile ad network
generate sales leads as a complement to print and outdoor media which AdMob to raise awareness of the new A|X spring line, drive optins to
promoted brand awareness. the brand’s text messaging program and to continue building the
The threeweek WAPinteractionbased text banner campaign is brand’s relationship with its customers.
claimed to have achieved daily exposure to an average of 71,308 con Not to be left behind, Amazon.com launched its latest mobile offer
sumers, while the average clickthroughrate was 0.55 percent. Em ing, the Amazon App for BlackBerry, which is now available as a free
boldened, Dell quadrupled its initial mobile spend. download directly from its Web site.
Dell’s print and outdoor campaign was running parallel to this WAP Designed specifically for Research In Motion’s BlackBerry, the ap
campaign throughout India. plication offers customers who use a BlackBerry device with a track
The print and outdoor was not restricted to the largest cities as such ball a way to find, discover and buy products from Amazon.com and
but was also taken to smaller cities—a key target for the company thousands of other retailers on its network. This release followed the
in India. launch of Amazon’s iPhone shopping application in the month of
While the print and outdoor part of the campaign performed the December 2008.
branding and topofmind recall function with the “Best Price Offer”
for Dell, the WAP campaign supplemented it to capture leads. CocaCola finds mobile the real thing
The WAP component supported the print and outdoor campaign by CocaCola, which invested in the mobile channel early and often,
allowing them to close the campaign loop by converting the awareness ran a mobile campaign to accompany the launch of CocaCola Zero
generated into sales. in Thailand.
The soft drink giant tapped Celltick to power the mobile initiative
Ingame mobile ads play well at CocaCola's exclusive music festival, Coke Zaah. The campaign tar
Another hot topic in the advertising world is ingame and inappli geted young adults and was meant to engage this audience in a fun way
cation advertising, which has taken off due to the popularity of smart to build hype and excitement around the launch event in Central
phone platforms such as the iPhone. Advertising within mobile games World, Bangkok.
is an especially popular niche. The Coke Zero brand used a unique form of mobile marketing to re
Aside from the Apple App Store, some of the biggest players in mo inforce its position as a leading lowcalorie soft drink.
bile gaming distribution include Greystripe, Didmo, Mpowerplayer’s CocaCola worked with Nokia to create a Coke Zerobranded
Mplayit, Handango and GetJar. Cellufun combines mobile gaming with Nokia 5310 device, putting the brand right into the hands of consumers.
social networking. Music content was bundled on Nokia 5310 devices and acted as an in
Ingame and inapplication advertising has to be working for top centive for consumers to buy the handset that was designed by Nokia
notch brands such as Paramount’s Star Trek, Nestle’s Lean Pockets, with music in mind.
the U.S. Navy, Nikon, Kia, Sprint and Yahoo to rely on it. Church's Chicken and CocaCola have also launched interactive
These brands all turned to EA Mobile’s free Lemonade Tycoon promotional initiatives that target mature, multicultural, urban young
iPhone game to deploy ads. In addition to Lemonade Tycoon, EA Mo adults with food, video games and mobile technology.
bile launched five other new gaming titles for the iPhone and iPod The fastfood brand is in collaboration with CocaCola on a pro
touch, including Star Trek, American Idol, Trivial Pursuit, Pandemo motion called “Be Heard” that uses mobile technology to engage and
nium and Anytime Pool, although those were payperdownload. interact with a younger segment of the brand’s target audience.
EA is looking at both traditional business models to sell games Church’s Chicken and CocaCola set their sights on a mobile campaign
through the Apple App Store, as well as new adsupported methods to that leverages the power of text messaging. ■
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 63
T
M obi le adv erti si ng: S mart m oney on smart phoness
By Giselle Tsirulnik by the explosion of smartphones this past year, most featuring true
Webbrowsing capabilities, as opposed to basic phones of the past few
he mobile advertising story is currently dominated by new years with limited rendering capabilities.
smartphones, new applications and app stores and new attitudes “This has, of course, seen many major portals and destination sites
to content and advertising consumption on handsets feeding into creating more robust mobile versions of their sites,” Mr.
evolving marketer attitudes toward advertising on the most ubiquitous Baughman said.
electronics device worldwide. “Although there has been a slew of standard static display ads on
The launch of Apple’s trendsetting iPhone in 2007 followed by the these platforms, we have also seen a great trend of advertisers and cre
Apple App Store in 2008 sent ripples ative agencies willing to push the
throughout the industry, especially boundaries and explore within the
among manufacturers and carriers. smartphones’ browser limitations,
Pretty soon, the iPhone led to similar being that most don’t support Adobe’s
touchscreen, Webfriendly rival hand Flash player at the moment,” he said.
sets and the Apple App Store set a “The one thing holding back cre
storm of copycat moves as evidenced ativity in mobile advertising is the K
by Nokia’s Ovi, the Android Market weight limitation of 34 K, which
and Research In Motion’s BlackBerry makes for really poor image quality
App World. and poor user experience.”
Apple to Apple “Overall, the mobile advertising industry is waiting for the eventual
The mobile advertising glass is either halfempty or halffull, de adoption of the Adobe Flash player and the explosion of creativity that
pending on what a marketer’s expectations are from previous aggres it will allow,” Mr. Baughman said. “Even with tighter specs, of course,
sive analyst projections, according toVelti’s Mr. Cowley. having Flash capabilities opens up many doors for creative and engag
To be able to measure and compare growth, the best way is to over ing advertisements.”
lay some key metrics from the first three to four years of Internet ad Clearly, the mobile advertising market, which is currently on a large
vertising and compare that to a comparable period in mobile advertising growth curve, is different than that of online advertising and will not be
and marketing: driven as much by solely display advertising as a combination of adver
• The number of top 200 brands participating tising across all media.
• The frequency and volume of participation “I believe that from a technology and creative perspective, that mo
• Campaign performance numbers (clickthrough rates,
bile will fundamentally alter the traditional calltoaction and that mo
conversion rates)
bile CTAs will be the key to unlocking social network monetization
• Where the market is with adoption of highspeed devices
and that we will see new and very innovative forms of advertising and
compared to Web broadband (and the effect that has
marketing emerge over the next few years,” Mr. Cheng said. “Watch
on advertising)
this area more closely in the future.”
• Where the market is with education and awareness of the medium One major challenge today with mobile is that the creativity of the
• Where the market is with the development of advertising standards campaigns is reaching past the technology available. However, this is
“In all cases you are seeing a medium that is preparing for prime not so much a problem as an opportunity for new innovation,
time within the next year,” Mr. Cowley said. “As the economy begins PointRoll’s Mr. Baughman said.
to strengthen you will see a dramatic acceleration in mobile advertising. “Today there is no unified platform per se other than the mobile
“For those that believed earlier forecasts of $5 billion in 2010, they based Web browsers, which are not as compliant as desktopbased
will feel this growth has been too slow, but for those that had more rea browsers,” he said.
sonable expectations around timing, the comparison of where mobile So, not all Web browsers will render the exact same site the same
advertising is today to Web advertising in the same time frame is very way, he pointed out.
encouraging,” he said. “From the overall creative strategy standpoint, this causes sites to
Significant shareholder returns will be generated for those compa be designed in various versions to accommodate various mobile
nies that are well positioned with customers, success stories, proven browsers, making layout and display ad formats varied as a result,” Mr.
platforms and services. Baughman said. “In order to be efficient, we need to have consistent
Brands such as PepsiCo, MasterCard, Heineken, Hewlett Packard, size specifications across devices.
Johnson & Johnson, Procter & Gamble, Microsoft, Wrigley’s, Nestle, “It’s always great to be sitting in a meeting brainstorming creative
Ford, Kellogg and Victoria’s Secret have run mobile advertising in ideas before you look at the technology available, that’s just what in
2009. If the big players are turning to mobile, that is evidence of the spires innovation in our industry,” he said. “If there weren’t challenges
channel’s opportunities. like that in a market, everyone would be using the same cookiecutter
According to Velti’s Mr. Cheng, only big brands to date have been approach to deliver their message and brands wouldn’t be able to dif
able to afford true integrated campaigns across media. However, there ferentiate from their competitors.”
is a small and growing selfservice market in the mobile space among With mobile comes the opportunity for a much higher degree of
mobile application developers that is leveraging longtail publishers. technology growth. Many marketers, including mobile marketing
The problem with the long tail is that there is not enough quality in firms, seem to be taking advantage of that in the market.
ventory and money being spent to sustain companies, per Mr. Cheng. “Mobile companies that will be able to weather the economic con
Meanwhile, within the mobile browsing experience, PointRoll has ditions will be companies that are profitable today, don’t require a lot
seen great success for clients such as moviemaker Focus Features with of investment capital and, of course, companies that have proven solu
its “Burn After Reading” movie campaign, as well as for ESPN The tions in mobile marketing and advertising,” Mr. Cowley said. ■
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 65
Loo k beyo nd t he Ap ple iP ho ne
e
I
By Jeff Hasen However, as you do embrace SMS, marketers can move up the
pyramid, adding layers on such as mobile Web/WAP, mobile advertis
t is pretty safe to say that the iPhone has changed the face of mobile ing, richer custom applications, and, yes, even an iPhone application.
marketing. In May 2009, Brightkite and Gfk NOP stated that iPhone These provide less and less reach but often drive a viral component
users are more likely to recall mobile ads than noniPhone users. that adds to the overall program—and may also hit a specific demo
That is great news for the entire marketing community. After all, it graphic in your target audience.
is our job to find the best ways to market our companies in a way And let us face it: as marketers, we are often most impressed by the
that sticks. latest and greatest and, in this case, the iPhone application is just that.
But is the iPhone truly the best way to reach our core audiences? Cool, buzzworthy. But is it selling more widgets?
Well, to quote Reverend Lovejoy, the minister from “The Simpsons”
television show, in explaining a much more complex mystery: “Short Wily marketing
answer, yes with an if; long answer, no with a but.” Consider the case of Wiley
The catch is that while marketers are falling over each other to em Publishing, publisher of the wildly
brace the iPhone, many of us fail to realize that there are around 20 popular “For Dummies” book se
million iPhones in use and it is hardly a representative sample ries. The publisher came to us with
ence you want in your win highend consumer electronics prizes via SMS, using the keyword
target demographic, or “DUMMIES” to reinforce the brand.
they may not. All who entered received a rebate for $5 off any Wiley “For Dum
mies” title. Consumers even had the opportunity to optin for future of
MyPhone? fers and information. This was the pointofentry for the campaign and
IPhone applications the best way to set a baseline.
are no doubt cool and • Mobile banner ads: Through optimization via our platform, we
memorable, but they delivered more than 1.3 million impressions with a call to action and
are only a single ele branding familiar to consumers.
ment of mobile marketing. More importantly, clickthrough rates were four times as high as
Let us think of a those produced by the companion online campaign.
pyramid. The iPhone is • Mobile WAP site: The “richest” brand execution delivered the
at the apex – if we were “For Dummies” logo, look and feel and gave those interested an easy
thinking about Dick way to optin to receive offers and rebates.
Clark’s “$10,000 Pyra The site even featured a store locator to find the closest store, as
mid,” the iPhone is the well as a list of the most popular “For Dummies” titles.
$300 answer. How did the campaign do?
But as mobile mar It moved product as well as the loyalty scale. There was a 34 per
As marketers, we are often most impressed
keters, we need to guide cent conversion rate for consumers joining the TXT4Dummies Club.
by the latest and greatest and, in this case, the
our clients through a The campaign received the prestigious CrossMedia Integration award
iPhone application is just that. Cool, buzz
strategic process that covers the entire spectrum of mobile marketing from the Mobile Marketing Association.
worthy. But is it selling more widgets?
to make certain that their marketing reach hits all of their prospects, In this case, Wiley never made it to the top of the pyramid – and did
not just the ones with the coolest phones. not need to. The base provided more than enough reach to meet or ex
SMS is at the base of the mobile marketing pyramid. It sits at the ceed each of Wiley’s goals while only getting part way up the mobile
bottom foundational layer – it gives brands and agencies the greatest marketing pyramid. ■
reach and taps into the behavior and interests of hundreds of millions.
To extend the TV analogy, it would be a $100 answer. But without Jeff Hasen is chief marketing officer of HipCricket, Kirkland, WA.
the $100 answer, you could not move to a $200 or $300 question. Reach him at jhasen@hipcricket.com
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 66
Worl d w id e w here? Ge tting lo cati on base d
T
mob ile marketi ng rig ht
t
By Chris Glodé Better targeting = bigger demand
Let us say you run a local pizza joint with three locations in a large
he new generation of mobile Web browsers provides the missing metro area.
ingredient for marketers: location. Ever heard this story? A cus Current advertising through mobile and online channels has not
tomer walks past a Starbucks, receives a timely SMS alert with shown a good return for you. After all, without quality geotargeting,
a coupon, and a fullon lattésippingfest ensues. This, we have been more than 90 percent of your ad impressions are wasted on customers
told, is the Promised Land of locationbased mobile marketing. who are outside of your delivery area or live too far to drive to
Setting aside whether customers would embrace this type of expe your shop.
rience, mobile technology limitations and platform fragmentation have With the innovation of geoaware browsers, you will be able to tar
currently constrained reach (read: how many customers are accessible). get your mobile and online advertisements based on ZIP code, neigh
Historically, the promise of locationbased mobile marketing has borhood or even street intersection.
far surpassed its true capabilities. As a result, such campaigns remain You can advertise with confidence that 100 percent of customers
fodder for futuristic movies –“Minority Report” – rather than practical who view your ad are within range
marketing solutions. to actually purchase a pizza at your
However, technology is catching up. The new wave of smartphone shop. That is the power of location
browsers such as Safari on the iPhone 3.0 and Android on the G1 allows based mobile advertising.
marketers to obtain devicelocation data during a customer’s Web Further, geolocation signifi
browsing session, providing a whole new set of tools to cantly enhances the ability of mar
engage consumers. keters to extract more value from
Better yet, these geobrowsers are another example of the conver performancebased campaigns,
gence of mobile and traditional Web browsing. particularly for brands with a
Firefox 3.5 includes geolocation support as well, further extending strong bricksandmortar presence.
the reach of this technology to an audience that will finally equate to the In other words, when physical
critical mass that advertisers crave. store locations are important for a
Now, Web content can now be served to Websurfers with an aware brand, the value of knowing a
Chris Glodé, senior director of
Imagine checking your favorite news site, blog or discussion board creases, as the customer can be directed to the store, and conversion is
and having hyperlocal stories appear instantly – for example, hours easy to measure via coupon redemption.
ago, the police arrested a prowler one block from your home – or re For example, a nationwide quickserve restaurant could blend a tra
ceiving local special offers from businesses that you walk by daily. ditional mobile brand awareness campaign with a performancebased
calltoaction campaign. Users located more than a few
blocks from the nearest restaurant could be served a
brand/product awareness ad.
Meanwhile, users within a small radius of a nearby
restaurant could be presented with a timesensitive
coupon which is only valid locally, along with a map
showing the store location and contact details.
Campaign performance tracking is another disci
pline which will benefit from geotargeting.
Marketers can now track campaign engagement
and performance – for example, clickthroughrate or
cost per acquisition – at a hyperlocal level.
Using map visualization tools, a campaign man
ager can analyze the success of a marketing campaign.
Think of a heatmapstyle report which reveals that
a jetski campaign is overperforming in neighbor
hoods within 3 miles of a body of water. The marketer
then makes the adjustment to increase spend in this
area or specify additional new targets with a similar
geographic profile.
With the wider support for browser geolocation offered with iPhone 3.0 and
Firefox 3.5, demand for locationbased advertising is already heating up.
Read it
and reap.
advertising campaigns.
these unique sources depending on what source best meets the needs of
the campaign.
For example, to target a regional advertisement at customers in a
certain geographic market, a WiFi or cell tower location is just the newstoknow, daily.
from the pinpoint accuracy of GPS, provided the potential customer is subscription to
What’s next?
With the wider support for browser geolocation offered with iPhone
3.0 and Firefox 3.5, demand for locationbased advertising is already
heating up.
Several highly successful nationwide trials nationwide were re
cently completed, and we will see many more this year.
With the converging trends of increasing smartphone penetration
and browserbased geolocation ubiquity, expect to see more engaging,
interactive and lucrative locationbased advertising campaigns from
the forwardthinking brands and agencies savvy enough to capitalize on
Mobile Marketer
c
By Erin (Mack) McKelvey they do in other media, they must know they are reaching a real, meas
urable audience of sufficient scale.
he ongoing debate over the “right” metric for measuring online Demonstrating this common metric, alongside the lift that cam
advertising’s value as a medium continues. Despite the wired paigns have seen as benchmarked against onlineonly campaigns, will
Web’s growth and maturity, few signs point to a consensus. ensure that mobile becomes a channel of choice, and the spend will be
There is an opportunity here for the mobile advertising ecosystem to allocated accordingly for the broader market of brands and agencies.
focus on what is important for advertisers.
Similar to online, there are conflicting views on the most effective 2. Reach shows the true scope and power of the mobile adver
metrics to gauge the scale, growth and value of the mobile advertising tising marketplace
market. This is not surprising. Simply defined, reach is the size of the audience exposed to an ad
Some believe that total ad impressions is the barometer by which to message through a particular medium.
best measure the market. Total ad impressions is a legacy metric that According to the Nielsen Mobile Report for April 2009, the mobile
has not accurately measured online effectiveness and is not relevant Internet reaches more than 59 million users, a number that steadily con
for mobile. tinues to grow month over month.
The mobile consumer’s Web experience is unique and in some In fact, The Kelsey Group fore
cases, complex. In all cases, it is a substantially shorter session time casts that by the year 2012, the U.S.
than the wired Web. It is 1.06 ad requests viewed per page and, there mobile Web will reach more than
fore, brings a world of op 91.7 million users. This represents
portunity for targeting and a 55 percent increase of an address
engagement. But first, you able mobile audience in just
must have reach. three years.
Reach is the enabler of In contrast, online will remain
delivering sizable seg relatively flat, with a 6 percent in
mented audiences. Adver crease in audience over the same time
tisers choose a mobile ad period, according to Kelsey projections.
delivery partner based on When you look at these user
Erin (Mack) McKelvey, VP of
reach their consumers. the attrition and market erosion occurring across other types of media,
Therefore, a customer these are extremely compelling numbers for mobile.
centric approach would As evidence of the mobile’s increasing reach and influence, we can
indicate that key metric look to recent comparative data for newspapers.
definition must start According to March 2008 data from the Audit Bureau of Circula
with reach. tions, approximately 27 million people read newspapers nationwide
The mobile advertis every day.
ing industry needs to By comparison, 22.2 million people access news and current events
move beyond a simple ac via their mobile phones, according to April 2009 data from
counting of ad impres Nielsen Mobile.
sions and look to reach as An even more telling statistic—more people access news via the
the essential measure mobile Web than the top 100 largest newspapers in the United
ment—a true indicator of States combined.
maturity and evolution— The message could not be any clearer. If you are buying traditional
More people access news via the mobile
for several reasons. Here media channels, you also need to look to mobile as a powerful way to
Web than the top 100 largest newspapers in
they are. reach a large audience base with accountability and efficiency.
the United States combined.
1. Reach is the established metric that advertising agencies 3. Reach determines how many consumers you can engage
and brands value and impact
Reach is the measurement that the media world understands. Media On a basic level, there is a direct correlation between the number of
buyers buy newspapers based on total circulation. They buy television people that you are able to reach and the number of people you can po
based on viewership, and radio according to the number of listeners. tentially impact, influence and engage. There is simply no getting
So if reach is the metric that advertisers and media buyers know around this fact.
and value, then clearly we need to speak a common language and focus If your audience reach is 1 million, then 1 million consumers is the
on reach. most that you can possibly influence with your message.
For media buyers to spend millions of budget dollars in mobile as This is why maximizing reach is much more critical for mobile ad
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 69
networks than simply churning an existing user base for more impres
sions with diminishing returns. While the value of a single impression
Monday
through
Friday.
enewsletter.
of tools such as frequency capping to drive campaign efficiency and
delivery will continue to increase.
?
By Andrew Bovingdon Today, new campaigns literally
run blind for at least a day before
n medicine, doctors use thermometers to gauge a patient’s temper you can determine if it was a suc
ature. The “realtime” data enables the physician to make a more cess. That means a large percent of
accurate diagnosis and adjust treatment before additional your budget most likely is spent be
complications appear. fore you spot any problems.
Like that thermometer, Web analytics data should provide an imme It is sort of like throwing
diate read on the health of your business or vigour of your money over a high wall hoping that
marketing campaign. your target market is ready and
Yet more often than not, today’s Web analytics products do not waiting on the other side.
deliver “realtime” data. Advanced analysis tools promise plenty, but
the complex metrics require vast amounts of data storage and process Get real
ing to deliver – tricky to achieve even for premium analytics products. This 24hourdelayed model is
Andy Bovington, VP of product
marketing, Bango
As a result, we are seeing a very different analytics market emerge so outdated compared to other current industry trends.
– one where most products deliver precanned data that is at least 24 Take information publishing, for example.
hours out of date. Not long ago information was simply published on Web sites every
so often. This eventually turned into a stream of
shorter, more frequently updated blogs and
RSS feeds.
Today we have constant flows of real time
tweets coming at us from all directions. The real
time information allows us to react and adapt
faster than ever.
By contrast, delays exist in both mobile and
traditional desktop analytics products. Few so
lutions can give you the foundation on which to
react and quickly build successful campaigns in
realtime.
There are signs of change, however.
It will not be long before realtime reports
from live data reach the forefront of quality an
alytics. Accurate hourbyhour or minuteby
minute results can give marketers the flexibility
to quickly evolve mobile Web sites and
marketing campaigns.
The realtime information is beginning to
take shape in the wired Web analytics
market, too.
For example, the new Yahoo Web analytics,
currently in beta, is going after Google with the
same sort of detailed real time results about wired
Web sites and campaigns.
Not having realtime results simply gives other people a
It works like this: Each night your recorded campaign and site data say they are not worried about having their information in real time.
is turned into a wide range of fixed reports. Then the raw data is thrown Thing is, not having realtime results simply gives other people a win
away to save storage space and expense. dow of opportunity to adapt and steal your market.
This approach is vastly different from the good old days when rudi Having the facts as they happen allows you to react to market
mentary analytics solutions simply examined your Webserver logs and changes and stay a step ahead, before your entire budget has been spent.
told you which pages were being read. Let us be real – realtime data is a necessity when it comes to the
Although measuring those early Web campaigns was basic com fastpaced mobile world. ■
pared to today’s bounce rates and funnels, it provided realtime an
swers. You could start a campaign, review the first few people to reach Andy Bovingdon is vice president of product marketing at Bango,
your landing page and adjust the campaign accordingly. Cambridge, England. Reach him at andy@bango.com
MOBILE MA KE E CLA IC G IDE O MOBILE AD E I ING .MOBILEMA KE E .COM AGE 71
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Why c ar rierbas ed billing ma kes s ens e
e
By Jay Emmet mobile invoices.
The growth of premium SMS
he growth of the Apple App Store is without a doubt one of the nationwide has shown the commer
biggest bright spots in the mobile world with nearly $1 billion cial appetite for carrier billing. But
of revenue derived from more than 1 billion application down premium SMS has limitations.
loads – an astounding feat. The need for an offline SMS
A combination of an innovative mobile device, a progressive busi session to initiate the billing event
ness model and the brand cachet of Apple has produced one of the most obviously degrades the app store
successful mobile innovations in recent times. experience. No doubt there.
Following the Apple App Store success, Google, Research In Mo In addition, if there is a cus
tion and Nokia have launched a second wave of offdeck app stores tomer issue regarding a premium
that are fundamentally different from Apple’s store. purchase, the customer service
As these app stores are not associated commercially to a single costs are assumed by the carriers.
Jay Emmet, general manager,
OpenMarket
wireless carrier’s subscriber base and tend to be specific to a device This fact obliges the carriers to keep 30 percent to 40 percent of the
manufacturer or proprietary operating system, they have a very loyal retail price.
customer base. Lastly, the carriers often have divergent proprietary requirements
While these companies are very sophisticated in terms of marketing and commercial models which pose tactical issues for companies trying
their app stores, a fundamental issue remains problematic. That issue is to offer a consistent product experience.
enabling a billing mechanism to support the desired mobile
purchase experience. BOBO should click
True carrierbased billing, often referred to as BOBO (billing on
Billing me softly behalf of), eliminates many of these issues.
The absence of sim BOBO allows the purchase to be made with one or two key clicks
ple payment alternatives entirely within the storefront. No SMS session is required.
poses a significant com In addition, customer service inquiries can be directed right to the
mercial risk. Credit app store call center, as is done for the Apple App Store. The carrier no
cards are a possibility, longer has to bear the costs or own the customer care issue. Consumers
but market experience has suggested that consumers balk at the need to understand they bought an app from Apple, and that Apple is respon
enter credit card information, especially for impulse buys. sible for resolving their issue.
Industry research from Deutsche Bank has revealed that credit cards Moreover, the purchase experience from a consumer perspective
are too insecure and timeconsuming for consumers. Requiring a con takes only a single click or two. This simplicity eliminates many of the
sumer to type in a billing address, credit card number and other per inconsistencies that typically occur from the need to support
sonal information is simply not the type of experience a mobile multiple carriers.
purchase is trying to provide. Offering BOBO functionality also provides a tremendous untapped
Alternate payment schemes such as PayPal and Google CheckOut opportunity for carriers.
are also a possibility, but they require a payment account to be opened A fundamental competitive advantage for the carriers is having an
and funded with a credit card prior to a purchase being made. established billing relationship and high brand credibility with
This is the same model that Apple has used for its app store. A con their subscribers.
sumer must have an iTunes account before any download or purchase Offering BOBO functionality to trusted partners allows wireless
can occur. carriers to leverage and monetize this unique advantage, to establish a
There is only one iTunes store, however, and most of its market strong position in the value chain, and to avoid the dreaded
penetration has been driven by Apple’s iPod product. Other thirdparty dumbpipe syndrome.
mechanisms are generally unproven in mobile or limited by their sub The BOBO model offers many advantages.
scriber base penetration. BOBO offers a simple payment methodology to offdeck app store
The reality is that to achieve a successful mobile purchase experi companies, leverages the carrier’s competitive advantage and offers
ence, an app store must offer an easy, safe, ubiquitous payment methodology. subscribers a seamless and quick, purchase experience.
Mobile consumers are unwilling to make purchases unless the pay As mobile devices continue to grow in functionality and occupy
ment scheme takes only a few seconds. Carrier billing for these app greater mindshare with the average consumer, BOBO billing is a fun
stores is the only payment scheme that will support growth and scale damental step in the next wave of mobile success. ■
to position them for commercial success.
Carrier billing allows consumers to make purchases on their mobile Jay Emmet is general manager of OpenMarket, Seattle. Reach him at
phones or a Web site and have the charges billed on their monthly jay.emmet@openmarket.com
MOBILE MA KE E CLA IC G IDE O MOBILE AD E I ING .MOBILEMA KE E .COM AGE 72
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Ho w to t r ack a n d me as u re a mo b ile a d ca mp aig n
n
By Bruce Braun Retailers have made a science
of where merchandise is located
t is doubtful that you will find a mobile advertiser – make that any and how it is displayed. Your mo
advertiser –who is not highly focused on the ROI for any of its bile site is no different than a
media spends. Not that accountability is anything new. It has been retail store.
with us for decades. Does your mobile site deliver
As John Wanamaker, one of the early department store magnates, the promise of your mobile ad?
is famous for saying, “I know half the money I spend on advertising is I would suggest to those new to
wasted, but I can never find out which half.” mobile advertising and wondering
Fortunately, Wanamaker’s problem is not one we have to worry how to use analytics to measure
about today. Unless, of course, the advertiser is ignoring campaign campaign success or effectiveness
performance analytics. The answers to Wanamaker’s lament are avail begin by considering some excel Bruce Braun, CEO, Agent M
able and, best of all, actionable. lent suggestions from Eric Peterson of Web Analytics Demystified in
But not so fast. his recent white paper, “The Truth About Mobile Analytics.”
We now have the 21stcentury evolution of the Wanamaker lament Keeping in mind campaign effectiveness is heavily dependent upon
presenting itself in the form of a computer, dashboards, endless pages the consumer experience on the advertiser’s mobile site, Eric has com
of Excel spreadsheets and pivot tables. Talk about data overkill. piled 10 questions to ask or to include in any mobile analytics RFP.
Consider, clickthrough rate, impressions, total visits, unique visits, Here are five:
page views, cost per click, cost per visitor, program CPM dollars, pro 1. Make a list of metrics that are most important to you from an ac
gram CTR dollars, cost per acquisition, total conversions, total versus curacy standpoint. Are you trying to drive adoption? If so, visitor counts
unique visits, cost per click versus total clicks, landing page entries, are important. Trying to drive application use? Visits and page views
total downloads. And this is just for starters. may be appropriate. Are you actively marketing your online site? Cam
Add to these the latest forms of engagement and search metrics, all paign metrics will be critical.
presented in a dashboard or spreadsheet, and it becomes apparent we 2. Assess the technology you are using to deploy your mobile site.
have created a forest of data that is divisible into thousands of different Are you primarily focused on a particular platform or carrier? Or are
types of reports by virtue of database software capabilities. you trying to design an experience that transcends the device? Are you
And let us not forget things that are unique to mobile such as geo using HTML or XHTML exclusively, or do you have a WML or PML
location, handset type and carrier. We also want to know things such as based site?
click paths to the advertiser and what actions take place by the con 3. Be prepared to ask measurement vendors for specifics about
sumer on the advertiser’s site. their technology.
We are interested in the design and layout of a mobile site as it per Ask how the solution counts visitors, visits and page views in the
tains to content and ad placements. Why? Because we want to make absence of images, cookies and JavaScript.
sure the mobile site is optimized for peak response levels. We call this 4. Make a list of “known issues” with whatever strategy you deploy
part site analytics, apart from campaign performance analytics. and socialize that list. Don’t hide behind a lack of knowledge regarding
Does your head hurt yet? Do not feel alone. We are legion. sources of inaccuracy. Make sure you fully understand what might be
Whatever you choose to call these measurements, be it metrics or causing the numbers to fluctuate so that you can incorporate those in
analytics, they do not need to be offputting. sights into your analysis.
The funny thing is, today’s John Wanamakers are still asking the 5. Remember: It is not the data, it is what you do with it. No matter
same question: What part of my advertising is working? More specif how much time, money and effort you put into making the data you
ically, is every dollar of my media spend returning two, three or more collect accurate and precise, if you are not using that data to improve
dollars in return? Call it ROI or return on investment, in MBA parlance. the user experience you may as well make up the numbers as you go.
Webinars.
Mobile Marketer
bile will return the results you and your client want. ■
N
By Josh Webb The technology uses image
recognition to superimpose 3D
ow is the time for purposebuilt, rich mobile media. Until re graphics onto special marker
cently, mobile has almost invariably played second fiddle to graphics, which are placed in real
other media, commonly a third or fourth option in a wider world locations – magazines, sub
crossmedia campaign, and an idea that is dreamed up that will “mobi way advertisements and buildings.
lize” the concept. If that is hard to imagine, con
Consequently, a lot of mobile marketing has been designed for peo sider pointing your phone at a
ple who are already sitting in front of the television, reading a magazine friend sitting next to you, and see
or otherwise engaging in another form of media consumption. ing what they would look like with
But things are changing, and thanks to recent developments in de a multitentacled, alien facesucker
vices and networks, consumer uptake of progressively richer mobile for a head. Now you get the idea?
media is on a fast rise. You may have seen some exam
Josh Webb is a New Yorkbased
mobile strategy consultant
In other words, brands are changing tack to meet this new critical ples of this recently. The Nike T90 product launch in augmented out
mass of demand. Mobile has become an ambitious upstart aiming to door ads around Hong Kong with 3D virtual football boots and hidden
usurp the rest of the media family. codes tied in with a competition.
The path now is paved for a new scenario: truly rich, standalone The Fanta virtual tennis game, allowed you to view a virtual ball
mobile media that is built from the groundup to take advantage of the and court through your phone cam, which you and a friend could use
unique aspects of mobile. to play a game together – a shared augmented reality.
People might look back at 2009 as the time when mobile started to Even more interesting, though, is that future iterations of this tech
flip the script on traditional advertising. nology will be able to do away with the marker image and start to do
Creatives are thinking about the mobile aspects of a campaign first, realworld environment recognition in tandem with GPS.
with other media playing support in some cases. We are not talking Think along the lines of “Virtual Earth” or “Photosynth,” but where
about mobile Web sites with pretty graphics in the likeness of the latest you can point your phone at anything you like, and it will give you in
print campaign – that is getting old and stale in a socialnetwork formation about it.
obsessed 2009. Alternatively, we can forget the information and get creative. What
What we are talking about is groundup mobile application experi if I were to point my phone at the Empire State Building, and King
ences that can incorporate multiple subsets of mobile technology, such Kong appeared, climbing and swatting at airplanes flying past?
as image recognition, locationbased services and augmented reality. What if the airplanes also happened to be pulling Taco Bell banners
By combining these kinds of technologies, and making some cre or writing the CocaCola logo in smoke trails?
ative leaps, we are now able to take the inherent mobility of mobile This is where the fun really begins, and the marketing potential
and use it to its true potential. starts to explode.
In the mobile 2.0 generation, we are connected with other real peo
ple around us, their collective intelligence using the medium as a tool Social beacons and locationbased services
to discuss the world and filter through the options available. One of the definitive aspects of Web 2.0 is socialnetworking, and
This behavior is even more useful in the mobile context because it as this spreads onto mobile, there are two branches emerging: tradi
can be employed in field rather than just theoretically from your desk. tional social networks such as Facebook and Twitter creating mobile
The social networks we access can inform us of our present sur versions, and groundup, mobileonly social networks.
roundings, helping us navigate, discover and filter the world we live in Despite a common misconception, the mobilized versions of social
to more closely suit our preferences. networks are not an alternative to mobile – they are just another thing
So, while cyberspace imitates real life in a virtual world, mobile to do on a mobile phone that may be accessed through a phone or a PC,
now brings us a new realm: hybridspace, where reallife is made better, depending on location.
in geocode and right in front of our eyes. While vastly popular, however, the mobile versions of the bigplay
Let's take a look at some of the possibilities that go beyond the basic ers, in most cases, offer little enhancement to their Web counterparts.
mobile media offerings. It is beside the point – they are made for a reason and that is to connect
with other people that you know, one way or another.
Image recognition and augmented reality But by thinking groundup, several mobilespecific networks are
A recent and popular development in hightech mobile marketing is pushing in different directions, particularly in the area of
augmented reality. peoplelocating.
Still very much in infancy stages but already having a huge impact, Users are now finding romantic interests, getting ratings and re
this is a technique that can place virtual content over the top of reallife views on places in their vicinity, or tracking friends as beacons on real
scenes that you view through your mobile phone cam. time maps, although the moral and practical implications of this are yet
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 75
to be fully tested and debated. In other words, people who own iPhones are really using them a
As a basketball player, my favorite mobile social application lately lot more, and for more dataintensive purposes – think more media of
is the Nike “Ballers Network” – also a Facebook tool, but with a mobile a richer nature and with more browsing and application usage.
version – allowing me to find or organize games in my neighborhood. However, this is far from a standard yet, and we cannot forget there
Anyone can join in and play, then navigate my way there if I choose are a lot of other devices out there.
to play. Research In Motion recently launched its own BlackBerry App
The “Nokia Vine” is another great example which allows users to World store, Nokia has a new offering called Ovi, and Microsoft’s Win
track their movements on a GPSgenerated map, and record their expe dows Mobile has a mishmash of thirdparty Java application stores
riences along the way using image, audio, video, text and bookmarks floating around the Internet, as well as a Windows marketplace in
on the map. They can then go back and relive it at a later time. the making.
It is like a tiny personal blog that you create in the process of living Google’s Android Market is even taking shape, with many of the
your life. You can share it with others to show what you are doing, or usual suspects starting to appear on it. When more devices pop up it is
go back to it yourself when you forget the location of a great coffee going to be a serious contender indeed.
shop, piece of streetart or hidden clear Also consider the markets you want
ing in the park. to hit.
Perhaps the best example of mobile There’s a classic BlackBerry bias
social networking recently is “AkaAki,” from corporations, a Windows Mobile
which tells me if a friend is in proximity bias in a lot of Asian countries, a Nokia
to me and helps us find each other. bias in Europe, and the true geek com
It is a pure socialbeacon tool, mean munity already seems to be rallying be
ing that one need never get lost in a hind Google’s Android for its cool
crowd again, or fail to bump into a friend openness factor.
who was in the same place as you, but Targeting multiple platforms will ob
looking in the other direction at the time. viously cost more to do, but does offer
This stuff is very real, available right economies of scale because once a spec
now, and ready to make consumers’ lives ification is created for one platform,
much better. porting it can dramatically reduce the effort and cost required to get a
second or third version to market on other platforms as well.
Mobile applications It also makes sense, in the same way that it makes sense to advertise
To achieve most of the nextlevel functionality I am talking about on more than one television channel – in fact more so, because mobile
here it is almost mandatory to build discrete mobile applications. It is users do not get to push a button whenever they want to own a
the only way to achieve the type of userexperience that people want on new handset.
their handset right now, period. The bottom line is to cover the most platforms that can be afforded,
In the PC world, downloading and running an application has and in the markets that make sense. The economy of scale, as well as
started to become an undesirable option, taking you away from the the extra novelty on some of the lesserhyped platforms will make up
happy place of your browser environment. for the smaller possible audience.
There is also little point these days, since your browser houses a
powerful runtime environment of Java, Flash, Silverlight and Ajax. Pulling it together
Making most standalone applications redundant, these are effectively To engage increasingly savvy consumers in 2009 and beyond, we
little encapsulated applications that run in your browser. need to provide a great user interface and compelling applications that
Mobile, on the other hand, is quite the opposite. improve quality of living.
The mobile browsers are still unable to accommodate most third We need to start to leverage the true advantages of mobile – people,
party runtime environments. And even if they could, the processors in legs and the real world – and find ways to add value in hybridspace.
the devices are still too slow to compile code onthefly as PC can do If we are going to do mobile properly, we need to start to think
for Web applications. about mobile as a first point of contact, and about how to rally other
Therefore, on mobile it is still necessary to use native applications media behind it to take true advantage of the medium.
to achieve strong userinterfaces, fast execution and tap into handset By all means we need to cover the basics, get a common short code
specific features that are often crucial to the applications functionality. and SMS campaign running, and create a mobile Web presence.
These will often exist in tandem with a good mobile Web or SMS But then we need to think creatively and take true steps to use the
campaign, but the user’s experience only becomes compelling and full range of mobile technology in a way that people can interact with
sticky with a native application as the interface. intuitively and easily.
Unfortunately, there is little standardization in mobile applications I would urge any brand, product manager, content producer or other
and developing for one handset is often very different from another. kind of marketer to build a good mobile strategy with a specialist mo
So how does a marketer deal with the need to work across multiple bile consultant or agency with experience across the range of
platforms in this case? mobile offerings.
Well, at present it has been a matter of picking the platform – or Work to figure out how your goals, as well as your customers wants
multiple platforms, in some cases – which will appeal to and needs, will be met by using mobile. Then implement a compelling
the demographic. campaign that will truly make reallife better. ■
The natural assumption of many marketers seems to be that the
iPhone is the only option. This is a fairly safe bet as a starting point, as Josh Webb was previously director of operations for The Hyperfactory,
that one device is now generating almost half of the mobile data traffic and is now an independent mobile strategy consultant in New York.
with what is still reported to be a singlefigure market share. Reach him at joshwebb.nz@gmail.com
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 76
Ca lli ng fo r a tr us te d t hir d p ar ty to m an age
M
m ob ile co ns um er da ta
By Patrick Seymour have changed user agreements
around privacy. Google has re
obility for millions in the United States and billions of indi cently announced a behavioral
viduals globally means never leaving home without our targeting program.
mobile phones. Voluntary guidelines, behav
Beyond making calls, the capabilities of our mobile devices help ioral targeting and optin/optout
us maintain connections with family, friends and colleagues. Smart agreements are all evolving ele
phones allow us to search for information, to educate and entertain our ments in an effort to deliver respon
selves, and give us the ability to make transactions – all elements that sible communications. But they
will continue and will compel increased usage. will not stop spam, nor do they de
These sophisticated mobile capabilities and services, combined liver the full potential of mobile’s
with mobile subscriber behavior, will not be ignored by marketers. Ad value to their own organizations or
vertisers and marketers are increasingly looking for ways to develop meaningful, relevant interactions
Patrick Seymour, president,
Seymour Consulting Services
Make us hip
Mobile Marketer
W
A me dia a ge nc y blue pr int fo r m one ti zin g mo bil it y
y
By Jamie Wells lishers, networks, carriers and key
channels. All of these often neces
hile there is widespread agreement that the rapid prominence sitate redundant or manual operat
of the mobile device around the globe represents a tremen ing procedures, ultimately adding
dous longterm revenue growth opportunity for digital ad incremental labor stresses to the
vertising agencies, to date the vast potential of the channel has gone entire system.
relatively untapped. Limited effective reach or low
As excuses and marketplace misperceptions abound, the inability of perceived value
our industry to aptly monetize the mobile channel can be best traced to While varying significantly by
a fundamental failure of organizational philosophy. tactic and geographic region, over
This is not to say that agency monetization of the mobile channel all there is a general marketplace
is not fraught with significant barriers to success –far from it. consensus that the reach potential
Anyone with even a rudimentary knowledge of the channel can and creative options of mobile mar marketing for mobile advertising
Jamie Wells, director of trade
point to any number of seemingly insurmountable challenges in the keting and advertising channels lag
solutions, Microsoft Advertising
mobile advertising and marketing sectors: marketplace fragmentation, considerably behind most forms of established offline and
lack of standardization, poor infrastructure and limited reach are among digital media.
the most prominent. Certainly many of the aforementioned issues are inherent in any
Yet it is these challenges that necessitate a vastly different approach emerging medium. However, one could make a compelling argument
to mobile than the flawed models employed by our competitors. that, with respect to mobile, the intensity of these challenges has esca
This column provides just such an approach. It is a recommendation lated to a scale that dwarfs previous “like” emerging media scenarios.
set that isolates and circumvents the trappings of previous systems by Whether driven by the sheer technical complexity of the channel,
drawing upon the successes and learnings of industries faced with sim global ubiquity or simply soaring investor interest, the frenzy surround
ilar challenges, the sum of which form an agency model for the success ing the emergence of mobile as a marketing medium has inflated these
ful monetization of the mobile channel that scales on a national, barriers by orders of magnitude beyond what has been previously ex
regional and global level. perienced by most other forms of new media.
s
By Scott Cotter Constrained creative
Mobile ad formats are limited
he mobile advertising ecosystem is still evolving. In 2008, the relative to other media. Rich inter
Kelsey Group reported just $160 million in U.S. mobile adver action is often not possible and the
tising revenue. By comparison, Internet advertising was $28 bil offer/payoff is difficult to deliver
lion (Interactive Advertising Bureau estimates), newspaper was $35 consistently across the myriad of
billion (Newspaper Association of America estimates) and television different devices. Advertisers are
was $47 billion (Television Bureau data). forced to pursue a “least common
Contrast the amount of time we spend with our mobile phones com denominator” approach.
pared to a personal computer, TV or newspaper and it is easy to see the By building upon platforms that
potential upside. enable creatives to use Flash and
A number of hurdles holding back successful offportal mobile mar multimedia, develop interesting for
keting campaigns must be addressed for consumers to partake and ad mats including popups, intersti
Scott Cotter, senior director
of marketing, Novarra
vertisers to increase spend on mobile as an effective advertising and tials, load time messages and even sponsored widgets across any
marketing medium. handset, advertising becomes more appealing. This, in turn, creates bet
ter recall and or clickthrough rates.
Lackluster media Further, rich landing pages, clicktocall,
Many consumers are still waiting for a mobile coupons and secure transactions are
better mobile Web experience. If the media is possible, enabling more compelling direct re
not satisfying consumers, why advertise on sponse tactics and tracking components.
that platform? Simple yet effective, the Zippo virtual
As an industry, would we use billboards lighter application has become a viral adver
on abandoned roads or place ads in magazines tisement that people use at concerts to signify
with no readers? the appreciation of a performance.
When trying to access their favorite URL, More importantly, the immersive experi
consumers often find the site can freeze a ence is highly nostalgic and personally relevant
phone browser or important features such as for a new generation of Zippo consumers.
login, completing a transaction or accessing
video content. Immature business model
A full, rich experience is now possible for The mobile advertising ecosystem is still
any Web site a consumer should choose. evolving. Wireless carriers’ models for mone
Content transformation solutions being tizing both on and especially offportal are not
deployed by carrier networks automatically yet clear.
adapt content to the specific capabilities of Also, tracking and analytics expectations
the device. Hence, consumers enjoy a better and capabilities between site publishers, adver
mobile experience and usage increases, which tisers and ad networks often vary. And every
in turn means more eyeballs for much one is trying to capture their piece of the pie.
longer durations. Just as mobility has changed social para
digms, mobile as a media channel must tap into
Ineffective targeting and tracking these new usage models while leveraging the
Targeting is typically limited to carrier best of existing advertising media channels.
network, phone type and perhaps basic site categorization such as Minutes for ads, viral word of mouth and alwayson access to spon
sports and finance. So much more valuable information is available in sored information present interesting opportunities.
cluding user account profile data, location and mobile clickstream behavior. The industry will develop new campaign strategies that take advan
Central tracking of consumer behavior and campaign metrics across tage of mobile Internet services being deployed today that enable qual
mobile’s broad array of devices and networks is critically important ity service, effective targeting and tracking and rich media to realize
for success. the channel’s full potential.
For example, the popularity of social networking sites has created The mobile channel presents low production costs, higherthan
a wealth of information around consumer behavior and media sharing. average clickthrough rates, targeted demographics and an alwayson,
Contextual advertising created by mining this data enables personally alwayswithyou medium – a marketer’s dream. ■
relevant ads to be delivered in the right place and time.
The result? Clickthrough rates that are typically five to 10 times Scott Cotter is senior director of marketing at Novarra, Itasca, IL.
higher than online. Reach him at scotter@novarra.com
F
t it les wit h m ob ile ad s
By Dan Butcher “Along these lines, we have a number of smartphone applications,
beginning with the iPhone ... that we believe will provide compelling
renchowned magazine publisher Hachette Filipacchi Media U.S.
solutions to both mobile users and advertisers looking to reach mobile
is using the mobile channel to monetize seven of its
audiences,” he said.
magazine titles.
There is an Elle Astrology mobile application currently available
HFM is selling ad space on the mobile versions of magazine to all Verizon, BlackBerry and iPhone users.
brands such as m.Elle.com, Car and Driver slideshows
m.CarAndDriver.com, and wallpapers are currently
m.Ellegirl.com, available to all Verizon,
m.Premiere.com, AT&T and Apple iPhone users.
m.RoadAndTrack.com, In addition, various HFM
m.WomansDay.com and titles offer SMS alerts, which
m.Ellegirl Latina. Quattro are powered by 4Info.
Wireless handles ad sales and Elle’s SMS alerts include
serving for the titles. fashion tips, beauty tips and
“On the premium side, we runway news.
have a few branded applica Ellegirl’s textmessage
tions we sell that are available alerts have celebrity gossip,
on a number of carriers and fashion tips and beauty tips.
handsets,” said Yaron Oren, Car and Driver’s SMS
director of mobile strategy alerts have automotive news
and operations for Hachette and reviews.
Filipacchi Media U.S., New Premiere’s textmessage
York. “On the mobile adver alerts have movie news
tising front, we have a net and events.
work of seven mobile Web Finally, there are different
sites, reaching a total of ap SMSalert services from
proximately 2 million Woman’s Day: WD Now! –
monthly unique users, and six which offers home decorating
text alert services. and organization advice,
“Through these services, recipe ideas and health tips –
we offer our advertisers a and WD Eats, which provides
wide variety of mobile dis recipe ideas.
play, SMS and integrated pro “As far as our mobile au
grams,” he said. “Going diences, we target both our ex
forward, we will continue to
isting readers and users on
Will mobile be a pageturner for Hachette?
s
By Dan Butcher bert said. “Mobile is a connection hub for all of our media platforms,
and crossplatform is not a zerosum game—mobile wraps in elements
ith the new ScoreCenter iPhone app to complement existing of all of our mediums together and connects all media.
mobile offerings including SMS polls and adsupported “If you consume TV you’re going to read the magazine, and if
alerts, a muchtrafficked mobile Web site, games, live video you’re visiting ESPN.com regularly you’ll visit ESPN Mobile regu
and video on demand, ESPN is staying at the forefront of larly,” he said. “For guys being dragged to Bed, Bath and Beyond every
mobile publishing. weekend like me, this is the only way to stay connected with
According to the sports your teams.”
publishing giant, the iPhone ESPN has a dedicated
phenomenon has helped to staff working exclusively on
change clients’ perception of mobile, including a separate
mobile, and applications have mobile news team, and the
provided publishers and ad company offers content cre
vertisers a way to provide util ated and optimized specifi
ity and entertainment. The cally for the mobile platform.
publisher discussed these top “Our mobile offerings are
ics and went into its mobile programmed by fan behav
strategy indepth at IAB ior,” Mr. Colbert said. “What
MarketplaceMobile event in we do in mobile is informed
July 2009, in New York. by our fans and how they
“The tide is shifting, and want to consume the content.
mobile finally has a seat at the “Having multiple media
table—as overall usage of touchpoints helps us form a
mobile Web and mobile video deeper connection to fans,
are up and mobile publishers with TV to mobile with fan
reach scale, it has increased opinion voting, polling and
advertisers’ interest,” said video; digital to mobile with
Brian Colbert, director of mo apps, SMS and mobile only
bile ad sales for ESPN, New editorial; print to mobile with
York. “Mobile is now part of interactive ads, SnapTell 2D
the discussion from a media bar codes and SMS short
standpoint, and mobile is def code marketing; and radio to
initely something clients want mobile urging consumers to
to hear more about. call in or text in and
“Significant budgets being talent chats.”
dedicated to mobile and While the presentation fo
strategically to make a big splash with their mobile initiatives, and it’s bile initiatives, the session was not without its controversial statements.
become a watershed product for us and all publishers,” he said. “Mobile Specifically, ESPN subscribes to the notion that mobile publishers
used to be a cool, bright, shiny, new toy, but there wasn’t enough scale are competing with ad networks and thus should sell their own mobile
for advertisers. ad inventory.
“However, we now have enough scale to make this a great adver “Ad networks were an easy way to buy mobile, and ad networks
tising vehicle for brands, and brands are thinking about mobile in ways do work for some clients in some instances, they do have a place, be
they weren’t thinking about the channel before.” cause they helped create more buzz about mobile and increased the ed
ESPN ScoreCenter for iPhone and iPod touch is a free application ucation process, which has helped all of us, but we’ve heard from
available in English, French, Italian, German, Spanish and Portuguese. clients that content does matter,” Mr. Colbert said.
The ScoreCenter application features realtime scores, live game “Ad networks only exist because we let them exist,” he said. “A lot
updates, game summaries and statistics for nine major sports. of other premium publishers we talk to agree. If you think about long
The application includes realtime scores for 500 leagues, including term strategy, we’re not competing with other publishers necessarily –
MLB, NFL, NBA, NHL, MLS, NCAA, NASCAR, PGA and tennis. our biggest competition is the ad networks.
“Mobile enables fans to be better fans and always stay connected, “Ask yourself, ‘Is letting the ad networks have your inventory the
and we’re giving fans the content they want on their phones,” Mr. Col best way to move the industry – and your business – forward?’” ■
MOBILE MA KE E CLA IC G IDE O MOBILE AD E I ING .MOBILEMA KE E .COM AGE 85
M
W hat ar e the r equir ement s f or a m obile mar keting exe cut iv e??
set in place to determine what constitutes great talent because the ing of audience segmentation,
BennettBaker
medium is still evolving. measurement and analytics, as well as database marketing – one of the
major strengths of SMS programs – and how to build a permission
Hire versus assign based database.
The first question as it relates to mobile advertising and marketing Privacy is another issue that requires special attention – again, a
is whether you need to hire someone for this task or instead assign mo skill that a mobile marketer will have to share with a direct marketer.
bile to an existing department. I would argue the case that to be success Knowledge of the doubleoptin and optout processes is required.
ful you will need a dedicated staff member. Mobile advertising typically involves mobile banner ads, SMS,
Indeed, I would recommend a dedicated employee for mobile and MMS, mobile video ads, ingame ads and richmedia on the mobile
you should be paying them the same you would an interactive marketer device that promote a product or service.
with comparable skills. Take SMS, the most commonlyused mobile tactic along with mo
A wellcompensated position with a respectable title also signals bile banner ads. Since SMS is muchused within mobile and there are
the respect with which the organization regards mobile advertising and a fair amount of similarities with online marketing, the candidate will
marketing in the multichannel mix. have to be knowledgeable about doubleoptin requirements, data
That said, even if the mobile job is assigned to one individual, it base/CRM and privacy laws.
should be integrated with other advertising and marketing channels SMS is like search and Twitter, only with 160 characters to get
within the company. across your message. Twitter is 140 characters and a typical paid search
For mobile advertising to be taken more seriously within an organ ad is about 100 characters or so. The pitch has to be perfect with SMS.
ization, the person in charge must ensure that the channel is not to be Indeed, SMS harkens back to the days of telegraph and the telegram
treated simply as a campaign or oneoff program. – brief and to the point, but highlighting the sense of urgency. It is very
Now let us say if you did not have the budget, but did need to assign different from email. Yes, you do not want to confuse SMS for email
the mobile responsibility to someone – which department gets the task? because of the different protocols and laws involved.
An easy answer would be the interactive department already working Working on banner ads and rich media requires an understanding of
on online advertising and marketing efforts. branding, landing pages, calls to action and measurement of actions
However, marketers need to be careful that mobile should not be sought. The candidate should have marketing and technologysavvy
treated as pure technology but a marketing strategy. with the Web, even if the initial experience is on the wired Web.
To be successful the marketer needs to direct the strategy, and not Another quality required in the candidate is flexibility. The mobile
simply the technology. Online companies fell into this trap and the mo executive’s role in understanding and interpreting the technology,
bile executive may similarly be bedazzled. Witness the latest craze with ecosystem and attitude to behavioral and geolocation marketing should
mobile applications. grow with the industry’s evolution.
So, does your candidate understand the marketing first and then the It is best to either nurture talent from internal resources, network
technology to back up the marketing premise? I see this as a problem within the industry or tap outside help to find the right candidate for
in the online marketing world as well. It is rare to find both skills in the handling mobile advertising and marketing responsibilities within your
same person, but still possible. However, be clear about what you are organization. Your company’s mobile advertising will be only as good
looking for. as the person running it. ■
s
By Gonzalo E. Mon The companies challenged by
the Florida attorney general have
nyone who reads Mobile Marketer knows that a growing num each had to pay at least $1 million
ber of companies are engaging in mobile advertising. Fortu to settle the investigations.
nately for companies that are new to mobile, there is no Mr. McCollum is currently de
shortage of examples of successful campaigns that can be used veloping a “zone system” which
for inspiration. will dictate where and how disclo
However, the list of success stories can sometimes be marred by sures must be made.
examples of companies that have had to pay high prices for failing to For example, price disclosures
comply with various legal requirements. The biggest problems have will have to appear within a certain
had to do with failure to disclose offer terms or get consent. number of pixels of the submit
Advertising laws require advertisers to disclose important offer field, in a specific font size, and in Gonzalo E. Mon, an attorney with
terms in a “clear and conspicuous” manner. a color that contrasts with Kelley Drye & Warren
In most cases, though, laws do not specify exactly what constitutes the background.
“clear and conspicuous.” While the zone system is pending, advertisers would be wellad
vised to review the Florida attorney general’s settlements with other
P’s and cues companies to see what has gotten them in trouble and check with their
The Federal Trade Commission encourages advertisers to consider legal counsel to ensure their ads comply with the law.
the Four Ps: (1) proximity; (2) placement; (3) prominence; and
(4) presentation. Yes to consent
Many companies have also gotten
in trouble for failing to get consent
from consumers.
You need to get specific consent
before you can send SMS messages
to a consumer, even if the consumer
has agreed to receive messages in an
other medium such as email.
Again, the costs of getting this
wrong can be high.
For example, footwear maker
Timberland last year agreed to pay $7
million to settle a case involving un
solicited text messages.
Please review the Mobile Market
ing Association guidelines for re
quirements for getting consent.
Many mobile advertising cam
paigns involve the efforts of multiple
parties. It is tempting to focus on your
company’s part and just hope that
your partners comply with the law.
Unfortunately, in some cases, you
It is tempting to focus on your company’s part and just hope that your partners comply
Although the absence of a specific standard provides advertisers may be held liable for your partner’s faults.
with the law. Unfortunately, in some cases, you may be held liable for your partner’s faults.
with some flexibility, it also creates some uncertainty over whether a Make sure your agreements with partners contain representations,
disclosure will comply with relevant laws. warranties and adequate indemnifications to protect you in case things
In recent years, Florida Attorney General Bill McCollum has chal go wrong.
lenged a number of companies for failing to make disclosures suffi Even then, it pays to monitor partners so that you can identify any
ciently clear and conspicuous. problems and address them before regulators do. ■
For example, the attorney general has challenged companies that
advertised “free” services, but buried costs in the fine print. Gonzalo E. Mon is an attorney in Kelley Drye & Warren’s advertising
Disclosing costs in the fine print is unlikely to satisfy laws in any and marketing law practice in Washington. Reach him at
state. Instead, costs have to be presented in the main body of the offer. gmon@kelleydrye.com
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 87
S
Au di enc e e ng ag em en t m ore i mp orta nt th an cl ic ks
s
By Paran Johar planning mobile media as they are
hyperintensified on the mobile
o you convinced your client about the power of 4 billion mobile phone due to the lack of clutter and
phones around the world – almost three for every five people on the personal nature of the medium.
the planet. You even showed them all the case studies from the Below I have listed some things
Mobile Marketing Association about brand recall and how the average to remember when evaluating
mobile clickthrough rates are tenfold than those on the wired Internet. media opportunities.
Even though your client spends most of its ad budget on branding, First, quality content is king.
after all these years of advertising on the wired Web, your client really There is a reason that advertising
wants to see those people click. within quality content commands a
Like a true media star, you develop your RFP which includes all premium. Advertisers pay a pre
the target audience information such as demographics, psychographics, mium for the right to associate their Paran Johar, chief marketing
even a hint of the creative strategy. brand and message within the con
officer, Jumptap
Now all you have to do is wait for the proposals from the publishers text of premium content.
and ad networks and then present your recommendation to your client Second, relevancy is even better. Ideally all messaging will be a
as the newest mobile expert at the agency. value exchange between brands and consumers.
Everything seems to be going well until something odd happens. In an ideal world, users only see ads that they are actually interested
To get on the media plan, one of the ad networks comes up with an in. Since the advertising is actually relevant to the user, the message
idea to guarantee a clickthrough rate. Guarantee a CTR? Sounds great, actually holds value to them and their time engagement is a trade for
you think to yourself. providing valuable messaging.
If your client’s ad does not achieve an agreedupon clickthrough Third, postclick is the true test of engagement. Anyone can drive
rate, the ad network will deliver bonus impressions until a certain av clicks. The wired Internet proved that all it takes is a simple “free” offer
erage has been achieved for the campaign. and your clickthrough rate will spike. The issue is what percentage of
Before you sign that insertion order, you might want to think twice those users actually has an effect on your client’s business.
and remember a click is not always a click. Measuring how many pages your consumer engages with postclick
At first glance you may think that you have hit the jackpot, but I am is a good start at evaluating ROI and comparing performance of ad net
here to tell you not all clicks are created equal and you should be wary works and optimizing your client’s WAP site experience.
Finally, transparency will make everything
clear. The first thing I would ask your ad networks
is whether your mobile ad buy will be transparent.
Transparency is critical in knowing not only
which category of media your ads will appear in, but
also the actual sites and placements. That is why
when evaluating media opportunities, one must un
derstand where the clicks are coming from and how
they got there.
As part of guaranteeing a clickthrough rate,
some ad networks will run impressions in places you
would rather not see your brand, thus lowering the
value of those clicks.
This is not to say that costperclick advertising
is flawed. It is quite the opposite in fact. If done with
the proper levels of targeting technology and param
eters, it can work quite effectively.
The key is to ensure relevancy as part of the buy,
Not all clicks are created equal and you should be wary of ad networks
of ad networks or publishers that try and seduce you with this. thousand impressions. By focusing on content and context, you ensure
If there is one thing we should remember – though the almighty your client’s brand the true test of ROI: user engagement.
click is important – audience engagement is even more critical. Remember, it is not the number of impressions or the clicks you
Buying audience to focus on user engagement is certainly not new buy, but the impression you make. ■
fodder for the wired Internet. Agencies have been doing relevant target
ing and optimizing postclick for years. Paran Johar is New Yorkbased chief marketing officer of Jumptap.
One must remember these principles of user engagement when Reach him at paran.johar@jumptap.com
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 88