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INTRODUCTION: Mobile on a gallop, stealing budgets from traditional media

PAGE By Giselle Tsirulnik Why invest in mobile marketing? By R. Cass Baker


Basic principles of mobile marketing By Stephen Upstone Stop talking and listen: Two-way communication of mobile By Shuli Lowy

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How to deliver one message to multiple platforms By Martin Hayward Five ways to increase engagement, sales and loyalty with mobile By Jack Philbin Three best-practice tips for evaluating mobile ad performance By Bill Dinan Mobile marketing for the small- to medium-sized business By Jennifer McCoy Case study: Mobile display advertising for B2B engagement By Marc Keating The power of mobile bar codes By Laura Marriott Digital advertising convergence: Is it further away than ever before? By Dale Carr Overcoming mobiles growing pains By Joe Laszlo Distinguishing marketing from spamming By Shuli Lowy Will HTML5 help battle fragmentation in 2012? By Matevz Klanjsek Tips for an effective mobile video advertising strategy By Matthew Ellsworth Is Wi-Fi a mobile media channel? By Gregor Isbister To app or not to app: That is the question By Dave Schwartz Consumers eager for hyper-relevant location-triggered messages By Patrick Moorhead Staying ahead of the changing mobile video advertising market By Paul Bremer Beyond show and tell: The rise of mobile marketing and advertising By Kevin McGuire

How to craft a mobile advertising campaign By Alison Gensheimer Live it to sell it By Judy Hamilton Text message marketing: Whos opting in? By Derek Johnson Mobile strategy should employ multiple means of engagement By Jeff Hasen Converting a mobile impression into a click By Lindsay Woodworth Maximizing pay-per-call profits By Earl Brown Mobile audience micro targeting in the real world By Greg Stewart 8 tips for successful mobile app promotion By Micah Adler Mobile bifucrates into two distinct advertising practices By Harry Kargman Mobile advertising: Why its got to be rich By Elena Perez Case study: Discovery Channels Storm Chasers By staff reports Legal screenshots for interactive, integrated campaigns By Susan Tillotson Bunch

Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING

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INTRODUCTION

Mobile on a gallop, stealing budgets from traditional media

obile advertising works when used as part of a crossmedia campaign and dialogue. According to Berg Insight, mobile will account for 15.2 percent of global online ad spend in 2016. The total value of the global mobile marketing and advertising market will grow from $3.4 billion in 2010 at a compound annual growth rate of 37 percent to $22.4 billion in 2016. Mobile advertising matured drastically in 2011, with more sophisticated ad units and campaign executions. This maturation has made consumers more open to mobile ads. According to Nielsens State of the Media: Consumer Usage Report, 51 percent of consumers say that they are OK with advertising on their devices if it means they can access content for free. Already big brands such as The Coca-Cola Co., Starbucks, Target and Home Depot have embraced mobile advertising, proving that when it is done right, the channel can produce astounding results. For 2012 expect to see more integration of social into mobile ads and marketing programs. Also, location will be a key aspect of mobile marketing and advertising strategy. Larger budgets will lead to higher fill rates for publishers. With that we present the industry with the Classic Guide to Mobile Advertising to help understand the value of mobile and its context in advertising and marketing. This document presents how-to articles, case studies, trend pieces and common misconceptions to industry members with the goal of educating readers on this fast-paced subchannel of mobile. Thank you to all of the companies that participated in putting
Mickey Alam Khan Editor in Chief mickey@ napean.com

this guide together. Their insight and expertise is what made this possible. These expert bylined articles offer tips on how to run and measure mobile ad campaigns, targeting and location, SMS campaigns and database building, integration with print and stores, HTML5, iPad ads, site design, search engine optimization, paid search, in-application ads, social media, content creation and the effectiveness of mobile coupons. Also included are analytical pieces as well as thought leadership on the privacy debate and legal boundaries that should not be crossed, buying mobile media, augmented reality, international differences and similarities, display ads and mobile video advertising. Thank you to staff reporter Rimma Kats for layout and art direction. Also, a big thank-you to editor in chief Mickey Alam Khan for his help and supervision during the production of this guide. Thank you also to ad sales director Jodie Solomon for convincing others to invest in this guide and others before it. Feel free to email a link to this large document rather than forwarding the entire file. The passion is obvious in the copy and the subject.

Giselle Tsirulnik Deputy Managing Editor


Lauren Johnson Editorial Assistant lauren@ mobilemarketer.com
401 Broadway, Suite 1408 New York, NY 10013 Tel: 212-334-6305 Fax: 212-334-6339 Email: news@mobilemarketer.com Website: www.MobileMarketer.com For newsletter subscriptions: http://www.mobilemarketer.com/ newsletter.php For advertising: http://www.mobilemarketer.com/cms/ general/1.html For reprints: reprints@mobilemarketer.com

Chantal Tode Associate Editor chantal@ mobilemarketer.com

Giselle Tsirulnik Deputy Managing Editor giselle@ mobilemarketer.com

Rimma Kats Staff Reporter rimma@ mobilemarketer.com

Jodie Solomon Director, Ad Sales ads@ mobilemarketer.com

Mobile Marketer covers news and analysis of mobile marketing, media and commerce. The Napean franchise comprises Mobile Marketer, MobileMarketer.com, the Mobile Marketer Daily newsletter, MobileMarketingDaily.com, MobileCommerceDaily.com, MCommerceDaily.com, the Mobile Commerce Daily newsletter, MobileNewsLeader.com, Classic Guides, webinars, Mobile FirstLook, the Mobile Marketing Summit and the Mcommerce Summit and awards. 2012 Napean LLC. All rights reserved. No part of this publication may be reproduced without permission.

Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING

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Why invest in mobile marketing?


By R. Cass Baker

or global brands today, it is less about questioning whether to invest in mobile marketing. Now it is a matter of how and how much.

dress it while on the go. It may be scheduling an immediate home service request, signing up for a new credit card before a big vacation or even shopping for a car. Through mobile devices, consumers can quickly assess the information they need to make a decision, making them even more determined to buy right now. If you can deliver the right mobile experience at the right time and in the context of a broadly integrated marketing campaign you win. Connecting the dots When the rubber hits the road, most brands find it difficult to connect the dots between mobile engagement and mobile sales. The reality is that revenue through mobile marketing has very little to do with mobile marketing in its own right, and everything to do with understanding your consumers and the purchase experiences they desire. Increasingly, todays consumers are turning to mobile at pivotal points in a sales process. Success depends on guiding the consumer through a seamless, end-to-end experience from initial mobile impression through to Web sites and call centers to create targeted, data-rich experiences that drive highvalue, high-margin purchases. If you can craft the right experience from start to finish, the mobile channel is incredibly measurable, proven and successful. Without question, mobile can play a pivotal role in driving significant, incremental revenue to your business this year. Success depends on tying its impact all the way through to the ultimate outcome sales. R. Cass Baker is executive vice president of Leapfrog Online, Evanston, IL. Reach him at cbaker@leapfrogonline.com.
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Perhaps most importantly, it is a question of why to invest in mobile marketing. In the beginning, mobile marketing was about brand building and consumer engagement. It was about bright, shiny, interactive marketing designed to engender loyalty, awareness and brand promise. And it was about showing innovation and life in an emerging advertising channel. Today, it is about much more. It has to be. Mobiles growth According to the Interactive Advertising Bureaus October 2011 State of Mobile Measurement report, the growth in mobile advertising spend and consumer usage requires sound measurement and reliable methodologies to understand audience behavior and ad effectiveness. As with any other marketing investment, C-level executives expect a measurable, high-value ROI in the form of new revenue and profits. It is no longer good enough to offer applications or mobile games, and to justify the investment in the form of fans. So why invest in mobile marketing? Invest in mobile While consumers are busier than ever, they also are more heavily engaged. They are on their mobile devices day and night. And one thing is clear when they are researching a specific product or service from these devices, they are ready to buy. Consumers research a brand on mobile because they have an urgent need, and they are looking to adMobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING

Basic principles of mobile marketing


By Stephen Upstone

o make mobile marketing programs achieve maximum impact and long-term value, it is essential to move beyond one-off initiatives and create a holistic strategy for targeting customers. This is done using robust mobile platforms that incorporate a full range of tactics.

While there is no one-size-fits-all solution, there is a basic framework and set of guidelines that can be applied across the majority of mobile marketing initiatives to drive results. Whether you are a brand, agency, wireless carrier or publisher, the following strategic approach will set you on course to achieve maximum results:

The first step is to identify your business objective: is it Reach mobile reach means establishing the first point to raise your brands profile or build loyalty and prevent of mobile interaction, such as a banner ad on a mobile customer churn? Web site or QR code on a billboard and the call to action that drives the mobile user to click. After identifying the objective, the next step is to examine your audience. Understanding your audience and By carefully choosing publishers and media targeted how they interact with their mobile device will help you to the audience you wish to engage, you cost-effidevelop a campaign that delivers value to the consumer ciently maximize reach and the opportunity to get and drives financial success. your message in front of as many target customers

Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING

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paigns can deliver participation rates of more than 30 percent with numerous interactions per consumer, resulting in a high level of active consumer engagement with the brand every day. For example, Argos, a large British ecommerce site, took the decision to develop a new mobile channel in order to create a flexible way for its customers to interact with it. Developing mobile services such as Text and Take Home has generated new revenues. In 2009 alone, Argos mobile channel delivered more than $100 million of incremental revenue and the service has Engage once the consumer has responded to a call to generated over 100 percent year-over-year growth of action, you are now ready to engage and convert them the user base. into a profitable relationship. For another example, National Geographic leverThis interaction can be a mobile site, landing page or aged mobile and social media to promote The Last Lions film and increase contributions to its mobile application. Big Cats Initiative. Providing customers with something interesting, timely and relevant like coupons, social media promotions and Engaged consumers visited a mobile Web site, entered a rewards, will help create the engagement that is neces- sweepstakes, and posted on social media sites, increasing both ticket sales and donations. sary to make the campaign successful. as possible. Analyze measuring the success of your ongoing The campaign boasted nearly a 50 percent clickcampaign will help you adjust your strategy as your through-rate. campaign progresses, so make sure you have a strong There is no doubt that mobile marketing campaigns can technology platform that enables this capability. deliver great results, when deployed in the right way. One of the strengths of mobile is that it is highly measurable, making it easy to track how quickly you are con- The trick is to know your audience, develop a compelling user experience with engaging creative and content, and verting customers and how much this is costing. analyse to optimize media placement, creative, call to Developing a robust mobile marketing strategy can de- action, and ultimately, results. liver extremely compelling results. Stephen Upstone is vice president of sales at Velti, Well-run, large-scale SMS promotions and loyalty cam- London. Reach him at supstone@velti.com.
Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING
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Stop talking and listen: Two-way communication of mobile


By Shuli Lowy

or many companies, mobile marketing simply means capturing as many phone numbers as possible and pushing out marketing messages to their database.

While lists of phone numbers may be useful points of contact, each phone number belongs to a unique person with specific interests, income levels, preferences, prejudices and wishes. Marketers often lose sight of the people behind the endless pile of numbers. They overlook the unique opportunity mobile provides for going beyond the numbers and getting to know something about the users. their opinion will feel better serviced. When possible, use Unlike a commercial, newspaper ad, or billboard in which unique coupon codes for each consumer. This will enable there is no room for a two way communication, mobile you to track their purchases and thereby predict what marketing has the ability to spur a dialogue between a their future purchases may be. consumer and a company. Instead of receiving a cookie-cutter mobile coupon This is infinitely more valuable since it creates a personal promising a 10 percent discount, imagine a consumer connection between the mobile user and the brand and getting a text that reads: helps marketers optimize their messages by ensuring the content caters to the characteristics of each individual Samantha, we just got in beige heels that go perfectly end-user. with the green dress you bought. Were putting them aside for you in size 8.5. Here are a few ways to spur a two-way communication with your consumers: Without doubt, the latter option would be considerably more effective at driving sales. Use your mobile campaigns to take polls. Ask consumers to text in their favorite athlete, dish on a menu, article If you listen to the voice of consumers mobile activity, of clothing, or anything else connected to your business. you can respond to them in the appropriate language. Increasing the multi-directional communication allows This information will allow you to learn more about your companies to build personal connections with each conconsumers and may also provide interesting insights into sumer and target their messages appropriatelyensuring how you run your business. each message is relevant and desirable to the end-user. Allow consumers to text comments about your product or service to your customer service department. This will make it more convenient for individuals to provide feedback on their purchase experience and for your company to improve its products accordingly. Additionally, consumers who have the chance to voice
Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING

Wise marketers realize that the goal of mobile marketing is not just to acquire contacts, but rather to build relationships and long-term value. Shuli Lowy is Beverly Hills, CA-based manager of client services and marketing Manager at Ping Mobile. Reach her at shuli.lowy@pingmobile.com.
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How to craft a mobile advertising campaign


By Alison Gensheimer

obile advertising is no longer a niche technology The steps to get there are simple and often overlooked. market where only large brands with the ability to carve out a percentage of their digital media Step one budgets dominate. Start with the end in mind. Today mobile media has a budget of its own. It is not When we began as marketers and media buyers, we did just about the media. Platform advancements have taken little without a clearly defined goal. one-time static and dull banners and turned them into valuable engaging experiences. However, innovative technologies made it more difficult to measure, so we all started throwing things at the wall In short the mobile advertising industry is a lot more just to see what would stick. complex today. Therefore it is imperative that a mobile advertiser has a complete and flexible plan when ap- Not anymore. proaching their mobile strategy. Advancements in targeting and end-to-end reporting enA successful mobile advertising campaign is a combina- able us once again to have a goal. Goals can be as simple tion of goals, statistics, creativity and an intuitive knowl- as generating clicks or as complex as in-store visits. edge of the mobile consumer.

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You should try drawing the full mobile advertising user experience on a piece of paper and handing it to anyone sitting next to you. Do not stop there. Once the ad is in QA ask you coworker or friend to test it. You will learn a lot about how the average user engages by simply asking. Once live, check your reporting regularly to see if users are participating they way you hoped. If not then change it. Step four Either way, a clearly defined goal is essential to proving Be creative and do not be afraid to try something new. the value of your mobile advertising plan. We were only able to arrive at this moment because those before us succeed and failed. They put themselves Step two out there. Understand and respect the consumer. To quote Steve Jobs, Be hungry, be foolish. As more devices enter the mainstream, the more consumers are bombarded with advertisements. Also be ready, it may not work. But what you have gained is something greater. You now know something that no You likely have a great brand, one that you are very one else knows, that it did not work. proud of, but just because your brand is great does not naturally mean that consumers will give up their time Finally, pick the right mobile advertising partner. The and energy to engage with it. right partner is hard to find. The formula is simple. Offer consumers value in a quick engaging manner. Two clicks and they are in. Step three Consider the complete user experience, not just the media advertisement. The advertisement is just the beginning. First and foremost they will be interested in tracking as much of the user experience as possible. No reporting, no go. Additionally, they will challenge you to think through your goals, target, placement and end-to-end user experience.

Lastly, the right partner does not stop working for Think through where the user entered the ad. What did you when the campaign goes live that is the they give up to engage with your brand? What will they easy part. do next? They work throughout the entire campaign, opWe are operating on one of the most highly timizing and suggesting changes that achieve interruptible channels phone calls, text messages, a your goals. tunnel all these things can take your consumer out of the mobile advertising experience. Alison Gensheimer is director of customer development at Velti, San Francisco. Reach her at agensheimer@velti.com.
Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING
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Live it to sell it

By Judy Hamilton ith the rapid adoption of smartphones by consumers, the pressure on traditional marketers to go mobile is mounting.

Unfortunately, many marketers have succumbed to the shiny object syndrome and a lot of throw-it-out-there campaigns have been created just so their brand can be viewed as leading-edge. This lack of strategy has turned mobile consumers off and hurt mobile marketing efforts in general before marketers even really got started. The good news is that marketers are now taking a step in the right direction to solve this by seeking help from agencies and developers that have experience with mobile. The bad news is that the conversation between marketer and mobile professional often seems to focus on which smartphone to develop for or disputing mobile Web versus native app or QR code versus near field communication. These are important options to consider, but there is a fundamental step that is being missed. Understand the smartphone user As a brand marketer, have you actually experienced what your mobile customer does? In other words, do you own a smartphone? The number of marketers moving into mobile who answer no to this question might shock you. Why is this important? It is like trying to market a new high-performance sports car when you have never actually driven a car. Marketers must take the time to understand what their customers want at that critical moment in time when they opt-in to engage with a brand. Equally important is determining how you can reward customers for particiMobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING
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pating in this highly coveted one-to-one medium. With mobile marketing, you must always put yourself in the head of the customer who will be asking, What is in it for me? No agency or developer knows your product or your customers better than you do. But, do you know what your customers want when they are out and about, smartphone in hand? The only way to really figure this out is to get mobile yourself and become your own perfect mobile customer. If you experience what your customer does on a daily basis, you will not only see where your product can be truly useful to them, but also the potential for alliances them all about your beer. with other complementary brands that can extend your However, a more valuable solution for your customers reach and increase your ROI. would be to list all the pubs in the area that carry your For example, say you are a marketer for a microbrewery beer and use geo-location to show them where the closand you want to place an outdoor ad highlighting your est one is that is currently serving it up. latest craft ale. You could simply provide a link on your ad that takes your customers to a mobile site that tells Even better, you could partner with each of the local pubs and post a QR code coupon that when scanned offers customers 10 percent off of a bucket of wings for every friend they bring with them. Marketers who offer rewards and benefits to their mobile customers, not only make a sale, they make satisfied customers who are more than likely to do it again. To really understand todays mobile smartphone customers, marketers have to walk a mile in their customers shoes literally. What you will find at the end of your long walk is that all you really want is to find the closest tall, cold one and maybe get a deal on a snack if you bring your friends. In other words, you have to live it to sell it. Judy Hamilton is founder/CEO of TerraTap Technologies Inc., New Westminster, British Columbia, Canada. Reach her at judyh@shaw.ca.
Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING
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Text message marketing: Whos opting in?

By Derek Johnson hen you look at a recent Pew Internet study on Americans and SMS usage, it is no surprise that 18-24 year olds send and receive a ton of text messages. segment having the highest past participation rate in a text message campaign, it was actually the 25-34 age On average 18-24-year-olds are sending and receiving segment with an averalmost 110 text messages per day. It is no surprise either age 58 percent particithat as you look at text messaging with each older age pation rate. segment, there is a significant drop in usage when compared to the 18-24-year olds. The 18-24-year-old segment came in secHow big of a drop? Well 18-24-year-olds send more ond at a significantly lower 42 percent participation rate. than double the text messages as 25-34-year-olds and 23-times the amount of text messages as users who are The second key difference we found was that gender played a predominate factor in the likelihood of having 65 or older. participated in a text message marketing campaign. Most would assume that with higher text message usage within the youngest age segment, there would also While the Pew Internet study found that text message be a higher percentage of participation in text message usage by both males and females varied by only two percentage points, 40.9 percent and 42 percent respectively, marketing campaigns. our survey results indicated there was a much greater This assumption that age segments that send more text difference in their past participation in a text messagmessages are more likely to have participated in a text ing campaign. It was found that 39 percent of females reported to have participated in a text messaging cammessaging campaign is incorrect. paign, while males were 9 percentage points higher, at In August 2011, Tatango released a report based off a 48 percent. survey of 500 U.S. consumers, which explored this concept. In the report, we detailed two key differences be- Most interesting was that in the 55-plus age segment, tween text message usage and the likelihood of having the difference between male and female participation in a text messaging campaign was nearly 20 points, participated in a text message marketing campaign. 40 percent and 21 percent respectively. The first difference we found was that while there was a rough correlation between sending and receiving text So what can we learn from this study? I think the messages and having participated in a text messaging most important takeaway is to not discount text mescampaign, the differences between younger and older sage marketing as only something that will appeal to a younger customer. age segments were not nearly as recognizable. While the biggest gap in text message usage between age categories was a staggering 23-times, past participation in a text messaging campaign produced less than a two-times difference between age segments. While the older age segments may not be sending as many text messages as the younger generation, older age segments are not to be forgotten when planning and executing your text message marketing campaign.

Derek Johnson is the CEO of Tatango.com, Seattle. Reach It was also found that instead of the 18-24-year-old him at derek@tatango.com.
Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING
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Mobile strategy should employ multiple means of engagement


By Jeff Hasen

TIA reports that mobile phone penetration in the United States is greater than 96 percent with more than 300 million current wireless subscribers, 72.5 million of which are using smartphones (comScore). Now let us consider the large number of operating systems iOS, Android, Microsofts Mango, BlackBerry and the ever-increasing different devices in use. Savvy brands understand that we are each individuals when it comes to our mobile devices. Leading brands such as Macys, MillerCoors and Ford understand this concept, and provide multiple options for mobile engagement. This has led to a number of successful mobile marketing and advertising programs. Macys multichannel approach In spring 2011, Macys launched its Backstage Pass program, which engages shoppers in-store via multiple calls to action to use a mobile device. Recognizing that not all its shoppers have QR code readers, the iconic department store added a short code to in-store signage, giving consumers a choice and ensuring that no one is left out. When the QR code is scanned, or the short code is texted shoppers are forwarded to a backstage look at a video from the designer of their choice including Kenneth Cole, Sean Diddy Combs, Tommy Hilfiger, Michael Kors, Rachel Roy, Jessica Simpson and Martha Stewart. The videos offer design suggestions, style tips and more.
Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING

Shoppers can even enter a sweepstakes to win Macys gift cards. The program has gained wide acclaim and interaction, sparking Macys to implement a second video series for the fall shopping season. Click here to watch the video. MillerCoors scores with sports fans MillerCoors, the second largest beer company in America, recognizes that beer and sports go hand in hand. The company designated nearly 75 percent of its ad spend to sporting events in 2010.
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The brands goal was to include mobile calls to action in its national print, radio and TV advertisements to give potential customers an opportunity to interact with the car brand on a personal level. The first phase of FordDirects program included adding short codes to its national ads for the Ford Year End event. The car company was able to generate more than 1,000 leads across 38 regional dealer groups and achieve a 12.5 percent conversion rate. In 2011, Ford is projected to spend $1.3 billion on advertising, primarily targeted at creating leads that turn into sales. As part of that effort, FordDirect has now expanded its mobile marketing program to include all of its print and TV advertisements. The program has achieved a 15.4 percent lead conversion rate. The success of these programs has led to an expanded program which includes QR codes among other mobile channels. Give the customers what they want With a myriad of ways for people to consume mobile content on a host of mobile devices, why should a brands mobile playbook only have one play? By choosing to implement only a QR code or only an iPhone app, for example, brands are excluding a large portion of their potential customers.

However, MillerCoors recognizes that there is a substantial opportunity to take these advertisements to the next level. By adding a mobile element to its advertisements, MillerCoors is able to connect with customers and build lasting relationships. MillerCoors tapped Hipcricket to run a cross-media marketing campaign, leveraging traditional mobile elements, to help increase awareness of the Coors Light brand during Super Bowl XLV and the Miller Lite brand during the 2011 NCAA tournament. These campaigns included QR codes, mobile Web sites, SMS and contesting.

The campaigns resulted in over 159,000 interactions from 86,000 mobile participants and over 60 percent of However, by implementing a mobile strategy that emwhich fell into one of MillerCoors key demographics ploys multiple means of engagement, brands give the the 21-34 age range. customer choices in interaction and this has proven to be a very successful strategy. FordDirect focuses on leads FordDirect, a joint venture between Ford Motor Co. and Jeff Hasen is chief marketing officer at Hipcricket, Kirkits dealers, implemented its first mobile program in 2010. land, WA. Reach him at jhasen@hipcricket.com.
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Converting a mobile impression into a click


By Lindsay Woodworth

great mobile advertising campaign is just not a well-designed ad banner, QR code or SMS displayed to a targeted audience. A great mobile campaign is one that converts an impression to a click and a click to an engaged customer. Many companies are missing the mark in mobile. Too many mobile advertisements and QR scans take users to a desktop-sized Web site instead of a mobile site. Mobile landing pages and mobile microsites provide a mobile-friendly and hyper-focused experience that is designed to accomplish the singular goal of your advertising efforts conversion. Mobile landing pages provide the critical next step in an advertising message and can easily be leveraged even if an advertiser does not have an existing company mobile site. A shockingly high 63 percent of marketers are not measuring or do not know the return on investment of their mobile campaigns, according to a King Fish Media study ing time at an airport calls to action must be appropriconducted in May 2011. ate for the mobile user. A mobile landing page created in support of a mobile advertising campaign also offers an extended level of There needs to be a measurable response beyond general branding information. valuable metrics for the advertiser. So how can mobile advertisers best leverage mobile Here are a few examples: landing pages? Watch a video Similar to online advertising, start by connecting the Access a mobile coupon campaign messaging and design of the mobile advertise- Search for a local business & map it Click to call ment to its landing page. Download an app Once you have converted an impression to an engaged Like us on Facebook viewer, an effective headline that can be read in three Fill out a brief survey seconds or less and an obvious call-to-action come Opt in for SMS or email alerts Vote for your favorite into play. Considering the characteristics of an anytime, anywhere To achieve success with mobile advertising, advertisers mobile audience on the soccer field, in a store, or kill- need to map out the entire mobile user experience.
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That determines the best approach to copy, creative, design and technology. Here are a few best practices for mobile landing pages and common pitfalls to avoid.

4. Do not use Flash or fancy JavaScript. Not all phones support it. Mobile engagement 1. Take advantage of the mobile channels unique features such as click-to-call, interactive maps and location-based promotions.

Messaging and copy 1. Keep copy very concise and put the most important information at the top. When you think you have cut 2. Provide a link to your main Web site to allow viewers the option of using the site they already know. This is down on copy, cut some more. also a common request for tablet users. 2. Make it obvious what you want your viewers to do. Development 1. Minimize the load time. It does not matter how inDesign 1. Create finger-friendly buttons and well-spaced links triguing your content is if it takes too long to load. You to eliminate the possibility of frustrating viewers that hit risk a negative brand impression and lost page views. the wrong link. 2. Keep page titles short allowing viewers to know what 2. Keep the design clean and make sure graphics are page they are on. Mobile browsers and bookmarks typireadable even when sized down. If viewers have to scroll, cally display between 25-40 characters. make them scroll down, never across. Lindsay Woodworth is director of market3. Maintain a consistent brand look so consumers feel ing at 2ergo Americas, Arlington, VA. Reach her comfortable interacting with you via the mobile channel. at lindsay.woodworth@2ergo.com.

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Maximizing pay-per-call profits


By Earl Brown

s pay-per-call marketing professionals we must deliver more than just prospects on the phone. We also need to provide our advertiser clients with the advice and expertise needed to help them wring out maximum value from their calls.

The standard qualifying window eliminates the need to delay call response with a filter intercept, but callers interests and innate skepticism must be considered.

The most likely setup is calls are answered live by the Call tracking and call management are obviously im- advertisers sales team during business hours with portant features, but there are many other elements a overflow and after-hours calls going to a call center successful pay-per-call campaign needs to evaluate or voicemail. and prioritize. Telephone technology captures caller ID and contact inEvery component must be weighed to determine formation even if the caller hangs up without leaving a the contribution each makes to the campaigns message. Is it OK to call them back? Probably OK if a call overall success. back notice is included in a pre-recorded message. Objective: The first thing to look at is the campaigns objectives. What is the advertisers goal? Sales? Promotion? Information? Branding? Lead generation? Each aspect needs to be carefully analyzed in order to provide the advertiser with the most interested, qualified prospects. Product: Is it unique? Complicated? Specialized? Does it take experienced sales people to handle prospects questions or can call center agents do the job? The beauty of the pay-per-call model is the ability to take general-interest calls and walk prospects down the purchase path through the research and shopping stages to the purchase point, but you can bet the caller has questions that need specific answers. Call source: Whats the caller responding to? A mobile display ad or video? SMS message? Publishers skyscraper? Web form? Yellow Pages? Breakout microsite? Advertising encourages prospects to call for information, and pay per call provides the one thing advertisers prize above all else customer engagement. Response: How are calls answered? Advertisers sales team? IVR? Call center?
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ence and is being replaced by directresponse CPA. As this trend grows, the effectiveness of every ad, listing, click and impression will be scrutinized thoroughly. A click to a Web site pales in comparison to the value of a telephone inquiry by a motivated prospect. Performance and accountability Advertisers do not want impressions or clicks. They want clients and customers. Performance and accountability is now the name of the game. The current interest shown by Google, Commission Junction and Linkshare to name a few, proves that PPCall is here to stay, and the demand by advertisers to buy calls is evidence that this new marketing model is gaining traction. Advertisers also are beginning to realize that unlike most other forms of CPA marketing, PPCall is easy to understand, quick to learn and tough to game. And, that the 40 percent average PPCall conversion rate is ten times better than the 4 percent average conversion rate of affiliate marketing. They are obviously interested in the product or they would not have called in the first place. Mobile is the ideal platform for generating, tracking and delivering PPCalls.

There are a lot of other aspects a successful pay-per-call Chief marketing officers need to know how to maximize campaign must consider: their PPCall ROI, which they can do by targeting, filtering and appealing to their market. Audience profiling, creative production, IVR greeting, mobile video, pricing, fraud, tracking, recording, data This helps to better allocate their media budgets. portal, analytics and account management. Earl Brown is CEO of ValueLeads, Santa Barbara, CA. PPC, CPM and similar advertising is losing influ- Reach him at ebrown@valueleads.com.
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Mobile audience micro targeting in the real world


By Gregg Stewart

ith global mobile advertising spend projected to reach $20 billion in 2015 (Gartner Research, June 2011) it is hard not to be excited about mobile marketing. The global proliferation of smartphones and tablets, the emergence of HTML5 as a mobile browser standard and innovations such as location-based services, direct mobile payments, and augmented reality promise to revolutionize how retailers, brands and marketers engage and interact with consumers. One-to-one marketing Mobile may well be the medium that for the first time enables marketers to consistently deliver one-to-one messages that engage, delight and inspire consumers to immediate action.

er, remains extremely challenging today due to the technological fragmentation that exists at the device, operating system and browser levels of the mobile ecosystem. In addition, for reasons related to technical complexity and consumer privacy concerns, the sophisticated ad serving systems that enable direct demographic, behavioral and contextual targeting and retargeting in the world of online display advertising have not yet been fully developed in the mobile ecosystem. For online marketers used to operating in the traditional desktop display environment, the complexities of the current mobile ecosystem can seem daunting.

However, opportunistic mobile marketers have developed innovative data-driven approaches to audience The development and broad-based deployment of targeting that exploit this complexity to gain improved such engaging mobile-optimized content, howev- campaign performance. One such approach is progressive targeting. Progressive targeting While traditional online marketing relies on buying traffic from sites with demographics that match those of target users and that consequently are expected to convert well, progressive targeting is a structured analytic approach to mobile marketing that empirically and precisely identifies which segments convert well and which ones do not. Within progressive targeting, a segment is defined as a multi-variate combination of click stream data elements and, in general, the more complex the data available, the more precise the micro-targeting. With such an approach, the fragmentation of the mobile ecosystem becomes a powerful enabler of enhanced audience targeting and campaign optimization.
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are not. These learnings can be immediately fed back into the media buying targeting systems, with a clear and immediate positive impact on campaign performance. The most sophisticated mobile campaigns integrate click stream data such as lead quality, sales and lifetime value from the advertisers customer relationship management system. Depending on the advertiser, offer and campaign, these variables could indicate an app download or installation, a call to a sales center, a Web site login, use of a free trial service, upgrade to a premium service, a purchase or any other consumer action that the advertiser is able a Web site, app or

Segmentation is accomplished by visualization of the click stream data from one or a series of test campaigns. A simple yet effective click stream data set would integrate data elements from both the ad network and the mobile media buyers systems. Click stream data from a mobile ad network typically includes timestamp, handset, carrier, encoded publisher or site identifier and category, channel or keyword designation. Click stream data from a mobile media buyers platform typically includes campaign name, creative identifier and links to the campaign hierarchy. Visualization of the click stream data will clearly identify segments that are out-performing and those that
Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING

to track call center.

through

Such tracking enables highly-optimized targeting of segments that are most likely to convert on the offer, even for long tail campaigns. Although fragmentation in the mobile ecosystem continues to be a challenge for retailers, brands and marketers, it is possible to take advantage of the resulting complexity to improve audience targeting and overall campaign performance. Progressive targeting based on visualization of multivariate click stream data is one such proven approach. Gregg Stewart is vice president of new media platforms at Neverblue, Vancouver, British Columbia, Canada. Reach him at gregg.stewart@neverblue.com.
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8 tips for successful mobile app promotion


By Micah Adler

onsumers have an insatiable appetite for downloading the hottest new applications that reside among the half a million crowding the app stores.

or sheer wow factors that can equal the power of a top ranking. The challenges of app promotion are complex and can easily consume large chunks of your marketing budget. But they do not have to.

As a mobile marketer, this spells both challenge and opportunity. Those 500,000-plus apps are competing with yours for users. How can you ensure that they will find and download yours? The following eight simple and proven best practices can help you improve your mobile app marketing results and The solution is in loyal user acquisition. achieve your business goals. Loyal users are those who take an action, such as an inapp purchase or registration. And the key to attracting loyal users is app store visibility. There is no amount of buzz, PR, one-off ad campaigns With app ad copy, less is more. Unlike traditional ad copy, mobile real estate is limited. Keep your ad text short, punchy and straight to the point, and make your call to action immediate and valuable. Write your landing page for mobile consumption. When composing your app store landing page, do not focus on how it will look on the desktop, but rather how it will look on mobile devices, since this is where the majority of app download decision-making will occur. Drive downloads through your title. When creating your apps title, look beyond your brand and also consider terms of app store search results and conversion of users who arrive on your app store landing page. For example, if you have a photography-oriented app, speak to the functionality of the app in its title by referencing a feature such as picture color. This way you are just as likely to appear in the app store search results for a user looking for a photography solution. Work with as many traffic sources as possible. Using just one traffic source like a mobile ad network, real-time bidding platform or incentive based program can limit your results. It is better to work with as many traffic sources as possible. This will enable you to reach your largest potential audience, realize the lowest-possible acquisition cost,
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and also protect your app from audience saturation. Focus on loyal users. Loyal users are most critical to your business success. However you cannot rely solely on your traffic sources to deliver them. It requires your initiative. To get loyal users we recommend the following: Define the characteristics of your loyal user based on your success metrics and goals Automate the tracking of the loyal user characteristics Identify the traffic sources that generated these loyal users Steer your ad spend toward these traffic sources

users. You should be actively targeting organic users because they are the most likely to become your loyal users. Consider differentiated or alternative categories. Your app probably fits into a number of categories and, while your gut instinct may be to place it in one of the most popular categories, you may fare better in an alternative category with a higher ranking opportunity. For example, it might be better to rank fifth in a smaller category as opposed to 25th in Games. Know which traffic sources drive loyal users. Based on your definition of a loyal user, you need to understand how many loyal users you are generating from each ad network and traffic source, and at what cost.

Drive and track downloads from organic users. Organic users are those who actively seek and download your app Measure and recalibrate to get the mix right. without any paid marketing influence. Micah Adler is CEO of Fiksu, Boston. Reach him They have a much higher lifetime value than ad-driven at micah@fiksu.com.

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Mobile bifucrates into two distinct advertising practices


By Harry Kargman

he current mobile advertising landscape has bifurcated into two separate and distinct advertising practices. The first is the direct response opportunity where advertisers are looking for reach and conversion based upon pre-defined metrics.

of success. The context of where the ad appears is less relevant, if relevant at all.

The challenge of this model from a publisher perspective is that it creates a race to the so-called bottom from a pricing perspective commoditizing the This practice is less concerned with the quality and con- value of traffic, in general, since the price per click text of where the ads run and more concerned with per- from a adult site, blog, social networking site or amaformance getting the lowest pricing on a cost-per-click teur Web site, has the same value as that of a well(CPC) basis or numeric conversion on acquisition metrics known, professionally edited, nationally recognized site such as downloads of a particular application from the or app. iTunes app store. The context of where the ad appears is only as relevant Reach and conversion in so far as the performance. In the performance game, the advertising serves as a means unto an end, meaning the goal is a click to a site A site or app is only rated upon a conversion metric or downloads of an app, and they are the sole metrics against one another.

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For those advertisers looking to achieve a very specific goal, where brand-safe context is irrelevant, this approach is best served by negotiating the lowest CPCs possible while measuring campaign performance rigorously. The downside of this approach is that it does not take into account potential brand dilution or even harm since CPC campaigns tend to run on bottombasement sites. While many smaller advertisers who buy keywords or choose performance campaigns may not want to pay a premium to assure transparency in site relevance and context, those brands which spent years and untold resources to create and build their brands should be very careful when buying in this way as performance campaigns do not come with transparency. Context and placement The second approach is a display advertising opportunity where context and placement of the advertisement on a site or app is considered a critically important component in the overall campaign objective. While other metrics such as click-through rate are measured to determine effectiveness of the creative, this approach at its core recognizes that context and placement of an ad does indeed influence consumer perceptions.

ported across most mobile-optimized sites and apps. Therefore, advertisers and marketers can easily create, manage and measure these campaigns and produce them in scale. However, the challenge with this simplistic approach is making the effectiveness of the creative, or lack thereof, work from a campaign objective standpoint a.k.a a high engagement rate. A standard display banner on a rich HMTL5 or xHTML site or within a iPhone or Android app will be lost in the content surrounding it. If the campaign is measured for effectiveness via metrics such as click-through rate, it is natural that the rate will be suppressed if the content is more attractive than the ad. Therefore, there needs to be innovation to this approach where the display advertising and branding objectives are met by having the advertising creative be supported by the content around it. In essence, the advertising needs to be considered as interesting, or more engaging than that of the content surrounding it.

Beyond the banner Given this challenge, there are a number of mobile rich One of the initial and guiding principles in the buying media advertising units that have recently come to mardecision is to situate the advertising in content that will ket from companies such as Medialets, Crisp, Vdopia, reflect well on the brand and brand objectives. Phluant, Sprout and Celtra. The challenge in this approach is determining if the creative in many cases, the banners have the level of effectiveness from an influence and engagement perspective. These units provide a relatively easy way for brand advertisers to run effective display campaigns that generate consumer interest and awareness with higher clickthrough rates.

The advantage of standard mobile banners both on site These rich media units are less standard than those of and in app is that they are easy to produce, traffic and banners and require more thought from a creative standreport on. point. However, they generate greater returns to the brand advertiser. The mobile industry has created Mobile Marketing Association industry-standard banner sizes that are sup- This is a great first step in the augmentation of the
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advertising experience.

The second logical step potentially leap, if you will is to create context sensitive rich integrations within the The industry should focus on driving engagement and sites and apps themselves. participation while creating real value for the consumer to participate and interact with the advertising. A banner campaign or even rich media campaign will have difficulty competing with well-executed, contextu- The next level is to go beyond the banner by rallying ally relevant content integrations where the advertising around a few key easy-to-create and reproduce content is integrated into the content itself. integrations that advertisers can confidently buy and measure producing real value with overall engagement. The concept is simple: to build advertiser-sponsored relevant content extensions into the very fabric of the site Standardization of these few rich mobile content inteor apps. The advertising surrounds the content and in grations should be the aspiration and goal for 2012 for some cases becomes the content. the publishing industry. The objective of the publisher community should be to create standard ways in which advertisers can inHarry Kargman is founder/CEO of Kargo, New York. Reach him at harry@kargo.com.

tegrate into the content where the result is fresh and compelling.

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Mobile advertising: Why its got to be rich


By Elena Perez

martphones and tablets have propelled us into the future, where rich information and entertainment leap off our screens, draw us in by fingertips so deeply that we crash blindly into one another while walking down the street.

By incorporating video content and image galleries directly into creative ad units, brands give users more options for response.

The integration of Facebook and Twitter take advantage of mobile consumers social media habits and extend the For marketers, mobiles growth represents an excep- connection between consumer and brand beyond the life tionally personal environment in which to connect with of the campaign. consumers and an exceptionally fertile ground to deliver meaningful display advertising. Nielsen recently reported that 53 percent of social networkers follow brands and 40 percent are accessing via Gives them what they want mobile devices. The ability to touch, shake and spin a device adds a new dimension of interaction that device owners love Forms for data collection, store locators, click-to-call to explore. buttons and shopping carts directly in an ad unit drive users further down the purchase funnel. The portability of the device raises the bar for the kind of media consumers expect on the go. Preserve the integrity of user experience Tour target audience is engaging with an application or This new mix of interaction and expectation opens the mobile Web site because they are interested in the condoor to truly meaningful engagement. tent or information provided. Anything that disrupts that

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the cost and effort of your simple static ad. Measurement and delivering ROI Mobile rich media is 100 percent measurable. Whether delivered to app or mobile Web site, every one of the interactions that are built into a creative can be measured to give you complete insight into the performance of your campaign. Measure the time spent engaging with creative, track the number of users who share your brand message, how many times a form was filled out and how far down the funnel your creative experience can undermine a brands investment. Rich ads allow brands to engage without breaking continuity of experience, enabling consumers to watch product demos, scroll through product specs, virtually drive a car and share a brand message with their closest friends without asking them to a new environment. leads consumers. Rich media offers more than just a click-through, it tells a comprehensive story of the ad units success and provides valuable insight for your next steps.

Mobile rich media has evolved quickly In just a short period of time, mobile rich media has The recent Polo Ralph Lauren sponsorship of The New evolved from an opportunity fueled by cutting-edge novYork Times iPad app made it possible to access an in- elty to one that offers a full spectrum of creative posdepth catalog, complete with live video and an in-ad sibilities that meet the needs of different brands, indusunit shopping cart without leaving the app, providing a tries and importantly deadlines. more seamless experience that fosters a better perception of both the publisher and brand. Now that you can use mobile rich media to deliver seamless experiences that rise to the expectations set by the The self-contained experience of mobile rich media pro- dynamic devices on which they run without getting vides another important benefit. cut on the bleeding edge - perhaps the next person who blindly crashes into you while walking down the street By enabling brands to lead users all the way down the will be locked into a deep and meaningful engagement funnel to lead generation or even purchase, mobile rich with your brand. media becomes a viable alternative to developing, promoting and maintaining a mobile app or mobile-opti- Elena Perez is director of marketing at Medialets, New mized landing page, both of which incrementally affect York. Reach her at elena.perez@medialets.com.
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Case study: Discovery Channels Storm Chasers


By staff reports

any verticals have embraced mobile advertising, but entertainment in particular has seen early and consistent success in tapping into the creativity and impact of the mobile environment. The Discovery Channel is notable among entertainments mobile innovators, with standout work including the mobile rich media campaign supporting Season 4 of the popular series, Storm Chasers. We wanted to create a campaign that captured the excitement and spirit of Storm Chasers, said Sal Candela, mobile director of PHD. We knew from previous experience that Medialets could deliver a memorable and immersive campaign that met the campaigns goals. Campaign goals The mobile component was part of a broader mix designed to drive tune-in for the cable program, targeting adults 25-54 who are receptive to media content that involves sports, characterdriven human-interest stories and hands-on technology fun. Execution The Discovery Channel worked with media agency PHD. PHD enlisted Medialets to create, deliver and measure a rich media campaign that reached
Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING

the target audience. PHD and Medialets had previously collaborated on a number of rich media campaigns, including the campaign for HBOs True Blood. Mobile rich media creative was chosen to give consumers a first-person point-of-view of a storm. The creative execution initiated as banner that expanded when the user taps anywhere in app. The expansion launches a tornado that takes over the app screen, speakers and even vibrates. Then, the tornado wipes away everything in its on-screen path and cracks the iPhone screen. As the tornado faded away, the user is prompted to tap-to-watch the full screen Storm Chasers season 4 trailer.
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The trailer then plays inside the app to avoid disrupting the user experience. Results The immersive Storm Chasers creative delivered more than 5 million impressions across multiple apps. It was well received by users, generating instant buzz on Twitter and coverage in industry trades such as Mobile Marketer. The campaign was also recognized by the MOBI Awards, OMMA Awards and IAB MIXX Awards. The engagement rate for the campaign averaged 17 percent, exponentially higher than online rich medias low, single-digit benchmarks. An Insight Express study was also conducted, giving additional insight into the campaigns success. More than 60 percent of those exposed to the mobile campaign had a favorable opinion of Storm Chasers and would be willing to watch the program. In fact, after exposure to the mobile campaign, intent to view grew by 28 percent.
Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING

Several of the brand attributes associated with Storm Chasers also grew; is fascinating grew 16 percent and is a program Im excited about grew 19 percent.

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Legal screenshots for interactive, integrated campaigns


By Susan Tillotson Bunch

Will your promotion include free offers, product health or efficacy claims, restricted offers or kiddirected ads? Ironically, as the communication technologies and de- General advertising rules such as material terms and vices compress, the variety of potentially applicable conditions, no unfair or deceptive representations, claim substantiation and CARU Guidelines still apply. regulaions expands. Are your disclosures easily viewable? Adequacy of disclosure in a mobile medium may turn on screen features, accompanying animation, distracting graphics or other dynamic content, run time, font size and pixel resolution. Do not expect regulatory sympathy for compliance obstacles posed by shrinking real estate. Will your campaign encourage word-of-mouth praise from loyal customers? If so, make sure you can satisfy substantiation and material connection disclosure requirements for endorsements and testimonials. Will you offer prizes? Sweepstakes, games of chance and contests are subject to often overlapping legal requirements, including gambling and lottery prohibitions, registration requirements (often with surety bonding) and official rules disclosures. Requiring an entrant to pay for a text message, give up do-not-call rights, opt in to a mobile alert database, expend substantial effort, transfer rights to user-generated content or satisfy other conditions may amount to consideration, requiring a separate free entry method to avoid a lottery challenge. In addition, premium text-to-enter sweepstakes that offer nothing of value to MMS entrants other than an entry may be challenged as illegal lotteries even if a free method is offered.
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ielsen Co. predicts that smartphones will surpass feature phones by November 2011. Besides oldfashioned talking and messaging, consumers now use location-based features, such as mapping, checking-in and tagging, which create exciting advertising opportunities to target specific audiences.

You might consider these questions as you enthusiastically plan your companys next cutting edge mobileplus campaign.

sion of privacy, or more creative theories like trespass, stalking and computer fraud. Informed consent is top priority but notice will not likely be one-size-fits-all - rather, the nature, frequency and prominence necessary for adequate notice will turn on factors such as sensitivity of collected data, its intended use and disclosure, transparency of collection, and the collection mechanism, i.e., whether it is automatically collected or requires affirmative consumer input. Online boiler-print disclosures will not suffice for multichannel campaigns encouraging immediate and direct consumer interaction. Will you collect data from tweens or younger? Mobile campaigns are equally subject to COPPA Rules, and if approved, proposed and expansive amendments will directly and substantially impact mobile, online and behavioral marketing to kids under 13. Clearly, an ounce of prevention awareness of potential hazards illustrated above when planning your exciting multichannel mobile-integrated campaign is worth a pound of cure dollars spent redesigning a campaign, defending distracting litigation, or implementing PR damage control. Do you plan to push text messages to consumers or encourage them to post promotion-related messages on their Facebook or MySpace pages? If so, beware of potential Telephone Consumer Protection Act and Can-Spam claims. Facebook posts by consumers may be treated as your spam and invite litigation. What consumer data are you collecting, using and sharing? Privacy issues are churning as lawmakers rush to appease constituents who often voice fears of identity theft on Monday, yet cheerfully blog, tweet or post intimate details of their personal lives on Tuesday. Interactive campaigns involving data collection, QR code scavenger hunts, location-based gaming and check-in incentives could trigger individual or class actions claiming breach of privacy policies, false advertising or invaMobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING
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Acquainting oneself with questions above can reduce legal headaches while optimizing marketing benefits from these promising new advertising tools. Susan Tillotson Bunch is an attorney at Thomas & LoCicero PL, Tampa, FL. Reach her at sbunch@tlolawfirm.com.

How to deliver one message to multiple platforms


By Martin Hayward

ew mobile devices hit the market rapidly over the past year, with more than 120 smartphones launched from April 2010 to March 2011 alone.

same content screen sizes, resolution and video support can vary significantly between an iPhone, Android device or BlackBerry. Therefore a company needs to be cognizant of device demographics when building a mobile site and developing a mobile marketing campaign.

As a growing number of consumers demand these powerful devices at their fingertips, marketers are afforded a tremendous opportunity to reach the right audience at the right time with the right message.

Not only do marketers, advertisers and Internet retailWith the ability of these devices to display rich media ers need to understand the purchasing behavior of existcontent and detect a precise location, marketers can ing and prospective customers, but also which devices more accurately reach consumers with high purchase those consumers are using to research their products intent and increase the odds of them clicking on ads by and services. deploying a one-on-one marketing experience unique and relevant to the individual. In other words, marketing campaigns today should be supported by new dimensions of consumer data in the With the diversity of smartphones on the market today, form of device demographics research that goes bemarketers are faced with the challenge of delivering yond reliance on traditional shopper profiles, purchasing the same message for a mobile marketing campaign to preferences and spending habits. multiple platforms. Device detection can also help marketers in other asDevice demographics pects of mobile marketing, such as with locationDevices do not all necessarily support the delivery of the based marketing.

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This capability can determine the location of the visitor and adjust the response of delivered content, all in real time. For example, the content could be an advertisement, a coupon or a map that shows their current location and other points of interest in relation to their current position. Location-based technology combined with device detection will improve target marketing significantly over the next year and beyond. Advertisers can deploy hyper-local technology to avoid delivering irrelevant content and ads that display incorrectly on consumers devices. Mobile content delivery To truly capitalize on device demographics, brands must be open to reevaluating their mobile content delivery strategy. A one-size-fits-all approach will not work and undoubtedly marketers will have to make technology changes that redefine how they create campaigns, as well as how those campaigns are disseminated to the consumer. To help deliver optimized content to each device, marketers can benefit from partnering with a content delivery network to create a more engaging mobile experience for the end user. Advertisers and marketers are clearly recognizing the benefits of targeting potential customers via mobile. According to Gartner Research, global mobile advertising revenue will hit $3.3 billion in 2011, a huge increase from the $1.6 billion in revenue in 2010.
Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING

With an increasing number of advertisers using mobile display campaigns to reach consumers, tailoring content delivery by device demographics is almost as important as the message itself for telling a story and moving consumers through the decision sales funnel. Leveraging device detection capabilities and location-based capabilities enables marketers to effectively deliver appropriate content that resonates with consumer preferences. Consumers benefit from receiving content that is relevant to their spending behaviors, needs and interests. Martin Hayward is director of marketing at Mirror Image Internet, Tewksbury, MA. Reach him at martin.hayward@mirror-image.com.
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Five ways to increase engagement, sales and loyalty with mobile


By Jack Philbin

here is no doubt most marketers core business objectives always include increasing engagement, sales and loyalty to consumers.

wallets than their phones and 91 percent of them keep their mobile phones within three feet of them 24 hours a day, seven days a week, according to published reports.

To do so, they are most likely using traditional media To successfully infuse mobile into the marketing mix, mixes of print, television, radio and email to create con- marketers need to think of it as a horizontal conduit versations with consumers. across all marketing channels rather than its own vertical. But if marketers really want to turn those conversations into meaningful, ongoing dialogues with audiences, they need to think about mobile the most personal communication device that allows brands to build relationships with consumers and engage in ways other traditional media cannot. Today, if deployed at all, mobile is likely a subcategory in digital, but its impact can reverberate louder if activated at the nucleus of media activities.

The following are five lessons marketers can implement to ensure the success of their mobile initiatives and improve the value of their overall marketing strategy Mobile wields one-on-one engagement because it is the throughout the customer lifecycle: device many consumers want to be contacted on. It also exerts the power of ubiquity. Do not deploy mobile in a silo. Always add a mobile call to action (CTA) across all advertising channels. Many Americans say they would rather be without their Whether it is for consumers to join a loyalty program or to take advantage of discounts, distribute a CTA on all marketers media buys. This can be as simple as including a CTA on print, radio, TV, out of home and direct mail. Adding a channel-appropriate CTA such as, Text SAVE to 12345 for a 20 percent off coupon, is simple and effective. Winning loyalty is both an art and a science. As the saying goes, it is all about first impressions. Text messaging is a lot like starting a relationship marketers have to nurture the relationship in the beginning and make sure they are not waiting too long to send a second message after consumers opt in. If marketers wait too long, they risk losing the relationships, and consumers may think they are spamming them. The secret: Give them the right content at the right time.
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Only use mobile when time, location and interaction Do not send them the same offer just sent through email matter. Time, location and interaction are essential ele- via text too. Converse with consumers the same way you prefer communicating. ments to successful marketing campaigns. Mobile is all about immediacy. If marketers need to interact with consumers now, now means now, not three hours later. Marketers will also want to make sure they connect with them at the right time. Measure and test your mobile campaign. If marketers are not testing, they are not learning, and if they are not learning, their brands will be left behind. Analyzing metrics allows marketers to adjust their CTAs if they are not working as planned and enable them to improve the efficiency of their media spend.

Ask yourself: Where consumers will be when they receive By adding a mobile CTA across traditional chanmessages and engage with brands? nels, marketers are one step closer to finding their Engage, do not interrupt. Mobile campaigns must be best use of media spend. Take the next step and comunique to make consumers feel special, after all that is mit to testing at least one new mobile program this year. why they opt in to databases. If they do not feel special, marketers run the risk of interrupting them.
Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING

Jack Philbin is cofounder and president of Vibes, Chicago. Reach him at jack.philbin@vibes.com.
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Three best-practice tips for evaluating mobile ad performance


By Bill Dinan

obile advertising has been adopted faster than other media including cable television in the 80s and the Internet in the 90s. And while the channel is still in its relative infancy, it has quickly become a must-have element in the overall marketing mix.

Typically, there is no better way to cut to the chase and get the information needed to make a purchase decision than to call the business directlyfrom your smartphone where you found the mobile ad.

Even small- to medium-sized businesses are in on it, A mobile advertising strategy can take many forms. with 80 percent planning to include mobile in their 2012 advertising budgets. Whether advertisers are utilizing a mobile ad network, banner ads or in-app ads, they want to know how their The traction of mobile advertising is ultimately driven by mobile programs are performing so they can monetize. consumers they rely on their mobile devices more than any other piece of technology. That means employing effective measurement and establishing tangible metrics that are easily understood. Plus, there is immediacy about mobile that drives higher response rates, not to mention limited mobile real estate Here are three best practice tips for evaluating mobile for content. ad performance:

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Know how you want to measure More so than other digital channels, mobile offers the opportunity to measure and gain additional insight beyond the click.

relevant leads. Evaluate your copy and distribution strategy to make sure there are no gaps in your demographic targeting. Optimize mobile call details If you follow the first two best practices, a natural extension to measuring mobile ad performance is to use mobile call detail to optimize your overall mobile campaigns.

Clicks offer detail on how a mobile consumer arrived There is no better way to use measurement stats than to a business, but advertisers should also analyze the to feed them back into the program to improve your resulting calls. lead rate. The primary use of a smartphone is for calling and mobile This starts with a simple and concise measurement tool consumers are typically ready to purchase, so calls are a that does not overcomplicate the metrics and can clearly natural next step in the purchase cycle. display aggregate trending data. Mobile call tracking is crucial as valuable lead insights One way advertisers can use this data to maximize their can be gleaned from detailed call data including whether ad spend is to evaluate how the different mobile lead the call connected, how long it lasted and the demo- sources are performing. graphic profile of the caller. Call durations are a lead quality indicator and the longer Also, do not forget to consider other ROI indicators such a consumer stays on the line, the more likely they are as direction downloads, QR codes and map views. to convert. Focus on your creative content strategy Advertisers should compare the call durations each moToday, mobile content does not offer the same breadth bile lead source is generating and use that data to optiand depth as traditional or digital creative content so a mize mobile programs for quality leads. targeted content strategy is key. As all lead sources are not created equal, performance You are dealing with smaller screens and the users feedback is a key optimization tool to validate the quality need for immediate gratification, so mobile content of each mobile source being used in the advertising buy. must walk the fine line of being short but well defined and targeted. Capturing and analyzing mobile call details and caller intelligence is paramount for optimizing mobile ad spend Content that is too general may not result in quality leads. to drive more leads. As an example, while attorney calls typically have a lon- Visibility into mobile-driven calls will help advertisers ger average duration, mobile leads to a specific law firm measure how customers are responding to mobile ads were generating very short calls. and inform valuable modifications to reflect specific trends or keywords. The problem? Customers were calling about a practice area not offered by that attorney. Bill Dinan is president of Telmetrics, Mississauga, Ontario, Canada. He can be reached This is an opportunity to tweak the content for more at bill.dinan@telmetrics.com.
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Mobile marketing for the small- to medium-sized business


By Jennifer McCoy

.P. Morgan estimated that mobile ad spend would top $1.2 billion in 2011. On average, corporations are allocating approximately 20-30 percent of their budget towards mobile.

With these types of numbers, how can a local-, small- or medium-sized business be expected to compete in the mobile space? The mobile industry has begun to see commoditization of available software, which is allowing for extremely competitive pricing. And, more free resources for application building are popping up, allowing users with essentially zero tech skills to build iPhone, Android, Windows and BlackBerry apps for next to nothing. Lastly, the ability to hyper-target mobile banner ads allows businesses to keep their ad budgets low and still see results. SMS marketing The first step for a local business is to determine what type of mobile advertising will be most effective for it. The next step is to look for locally-owned companies that offer mobile as part of their whole package. A lot of media companies offer some aspects of mobile primarily SMS and because of this, the past few years have seen dramatic reductions in price models. If you are a small business that wants to get into SMS advertising, look to your local media company. Most likely you already have an ad rep that you work with and trust and they can help you learn as much about mobile as you can. From there, negotiating a great price point usually unMobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING

der a few hundred a month can be achieved. Once you do your research, you can also find online options for less than $100 per month. Just be sure to look into best practices and use online resources and the mobile community to ensure your campaign is going to be effective and adhere to standards in the mobile industry. Mobile apps for less Mobile apps are all the rage and can be a great extension
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of your brand. First, sit down and consider what you want your app to do. What is most important? Do you want your customers to be able to shop? Interact with other customers? Review products? The goal should be to get your app opened as often as possible- constantly reinforcing your brand. Finding a purpose to your app, and therefore giving consumers a reason to download and utilize it, is the most essential step before searching for an app developer. The more functions, the more expensive.

Make sure they are well-versed in multiple platforms, and they can build for each operating system. Also, make sure they understand the rules and regulations for getting apps approved through the corresponding app store, be it Apples App Store or Googles Android Market. Apps can run anywhere from a few hundred to tens of thousands of dollars, but for a small budget of a couple thousand dollars your business can absolutely create a functional and necessary mobile application.

Mobile display advertising When you read reports of companies paying a half a million for an interactive iAd - that can be The good news is: there are a ton of new developers and very intimidating. new companies out there that are ready to make their mark. Search for a local developer that is hungry and The truth is that there are options out there for the rest willing to work with you to get the best product possible. of us. One of the best options out there is hyperlocal ads offered by Googles AdMob. These ads utilize distance information and click-to-call functionalities to pull in immediate business. CPC rates for these ads can be as low as $0.40, and since you can set a budget much like you would with online banner ads, a business can control all aspects of their spending. Mobile will continue to grow not only as a viable medium but also as a necessary marketing tool. Make sure that your business is knowledgeable and ready to jump in. Look to local experts to rein in costs and help with strategy and best practices, work with up and coming developers to ensure your budgets stay together, and explore mobile search and banner options that bring you into the mobile realm. Jennifer McCoy is owner of Ballyhoo Mobile Marketing Inc., Jacksonville, FL. Reach her at jenn@ballyhoomobile.com.
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Case study: Mobile display advertising for B2B engagement


By Marc Keating

e now live in a world that is not only multichannel but also multi-device. That means that if marketers are looking to reach their target audiences in an ever fragmented communications landscape, a contact strategy now has to include all possible channels that a prospect could use to research and evaluate a brand.

As part of an integrated campaign for Siemens targeting a highly connected C-level audience, mobile marketing was a primary channel to build the brand and reach prospects as part of a wider Web banner campaign. The objective behind the Web and mobile banner campaign was to globally announce the repositioning of Siemens IT Solutions and Services as The Business Technologists. Siemens wanted to spread the message that it had moved beyond information technology into a new realm called business technology. It is where technology solutions and services are integral to business strategy, making organizations more effective. A targeted campaign needed to communicate to key decision makers such as CEOs and chief information officers. Reaching the target In order to reach the target audiences, Siemens, working with its agencyIAS b2b marketingselected key markets: United States, Austria, Britain and Germany to reach high-quality audiences via prominent technology publications. Siemens wanted to own the business technology category so it was necessary to make a big impact with Web banners. The campaign was delivered across a number of different, growing communication channels. Research uncovered
Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING

the value the audiences placed on social media channels such as LinkedIn. It also pointed to the increasing popularity of iPhones and BlackBerrys with chief information officers and senior IT managers. Based on the research, media plan was developed that not only took into account the standard online Web site
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business technologists from Siemens writing about IT issues and trends of interest to IT professionals with clear calls to action and links to the Siemens Web site. The campaign ran from JanuaryFebruary 2011. Besides the exclusive banner placement on all of IDG B2B mobile Web sites and iPhone apps, mobile banners appeared in mobile advertorial across the IDG network. Siemens was also the exclusive launch partner sponsor of the CIO BlackBerry application. When the application was loading, a logo and banner appeared on all pages linking to the Siemens mobile microsite. Results Overall, the campaign achieved 7,212 clicks at a clickthrough rate of 0.21 percent. The click-through rates exceeded the industry average of 0.1 percent for mobile, surpassing all expectations with click-through rates of 0.30 percent. Mobile banners over-delivered by 264 percent, amounting to $121,557 in added-value. The Siemens program won a mobile award from the Business Marketing Association in the U.S. in 2011. The Business Technology campaign demonstrated the power of mobile advertising as part of a combined Web and print campaign and proved that mobile now has its place as part of a multichannel strategy that complements PPC, email and direct mail.

placements but also utilized newer mobile capabilities.

Siemens and IAS b2b marketing partnered with IDG to position Web banners on some of their major, global With the continuing growth in Web access from mobrand publications such as CIO and ComputerWorld. bile devices, marketers who ignore mobile will do so at To achieve maximum exposure, banners ran across pub- their peril. lication Web sites as well as on their mobile sites, mobile Marc Keating is head of digital at IAS B2B Marapps and in print magazines. keting, Bollington, Cheshire, Britain. Reach him Creative included banners introducing individual at marc.keating@iasb2b.com.
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The power of mobile bar codes


By Laura Marriott

obile has changed the way in which advertisers can and should interact with the consumer. The mobile devices personal, always on nature has changed the dynamic of consumer-brand interaction for good, moving it away from the interruption-based model of the past and putting the consumer firmly in the driving seat.

bar codes to bring interactivity to trade show collateral and drive traffic to its range of both free and premium mobile applications.

Kodak has integrated mobile bar codes on shelf talkers in-store and on the cover of user guides to provide consumers with added value videos, product specifications, reviews and in the case of the user guide, a range of It has made engagement all about flexibility and conve- available accessories. nience accessing information and services whenever and wherever the consumer wants, on demand and when Ultimately, if brands can provide the right incentive to it is relevant to them. scan and offer consumers value based on convenience, utility or education then there is a very real expectaAs we can see from the number of mobile bar codes that tion that they can reap impressive rewards from mobile are popping up all around us, just about anywhere you bar code campaigns. can think of on billboards, on-pack, in bars and restaurants, shops, in magazines or on the side of a bus Couple this with a platform that will enable a positive mobile bar codes are rapidly emerging as a key means of user experience at each and every scan and deliver realenabling this tailored, interactive engagement. time measurement that offers insight and the opportunity to further tailor campaigns based on available conFrom providing nutritional information on a cere- sumer data and you have a winning combination that al packet to cinema listings and trailers from a movie really is taking the mobile marketing and advertising poster or a buy-one-get-one-free offer in the window world by storm. of a store, used in the right way based on value, relevance and a seamless user experience mobile bar Laura Marriott is board chairwoman and CEO codes are creating rich media experiences for consumers of NeoMedia Technologies, Atlanta. Reach her on the go. at lmarriott@neom.com. By allowing consumers to quickly access content, helpful information and mobile commerce services effortlessly and customizing content delivery and access according to user location and preferences, brands are able to create a one-to-one relationship with the target consumer, boost loyalty and, ultimately, drive sales. Bar codes in practice A recent on-pack campaign has seen more than 500,000 scans in less than three months, delivering far higher click-through or call rates than including a URL or 1-800 number. Additionally, hunting retailer Realtree has used mobile
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Digital advertising convergence: Is it further away than ever before?


By Dale Carr

Let us imagine digital advertising utopia for a minute. I sell old fashioned widgets and want to boost sales. I do not care if I advertise on apps, Web, mobile Web, Android, iOS or Windows. I just want sales. In this utopian Less than 1 percent of global advertising revenue is mo- world, I can go to a single agency or ad network, place bile related and much of that is being driven from within my ads targeted at certain demographics or keywords the emerging technology itself. and voila, in come the leads. The main issue is that this technology convergence has not translated into a united marketplace for advertisers. In fact the opposite is true. Lack of convergence Googles decision to separate its mobile Web and application advertising between AdSense and Admob, while making it easier for traditional Web advertisers to also target mobile Web, is increasing the fragmentation of the mobile advertising market by splitting mobile into apps versus Web. Easy, right? Unfortunately, 2012 will not herald this one-stopshop approach. The reality is that advertisers not only have to focus separately on Web versus mobile Web versus mobile app, but need different strategies, ad types and creatives for each. So will there ever be digital convergence and what do advertisers do in the mean time?

hile vast opportunities exist in the mobile advertising space, there still remains a hesitance to embrace this relatively new medium, in part due to lack of knowledge as well as a general middle to late adopter mindset that many corporations adopt when it comes to new technology.

the potential of mobile advertising and where to focus their budgets?

So is 2012 going to begin to see advertisers being able Perhaps we are expecting a little too much, too soon. to target all digital mediums from one source? Or, are traditional advertisers going to continue to struggle with The reality is that mobile technology, and therefore the advertising possibilities, are developing at such a fast rate, that trying to converge all the digital mediums today, will be irrelevant tomorrow. And it is not all bad news. There are an increasing number of ad networks trying to bridge this gap of mobile and Web. How successful they are at doing this is debatable, but despite Googles move,
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there are eyes focusing on the prize.

the next few years.

Also, there are groups like ORMMA (Open Rich And if 2012 will still be about apps, beyond that will be Media Mobile Advertising) trying to standard- about video. ize rules for rich media so it can be displayed across While, currently only making up less that 5 percent multiple platforms. of total mobile advertising, it is expected to grow at a faster rate than any other medium and is preAll these are steps towards Digital Utopia. dicted to occupy over 65 percent of mobile traffic by 2013. So in the meantime, where should advertisers focus? 2011 was definitely the year of the app. Within a few months, app advertising will surpass mobile Web display advertising. This trend is expected to continue throughout 2012. However, most of this advertising is coming from digital brands promoting their own apps. Also, HTML5 will begin to converge the two mediums and might make the whole discussion irrelevant within
Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING

With so much choice, advertisers will find it hard to select which medium and technology to go with and while many formats are still platform specific, the challenge still remains for them to select where they should allocate their spend. Until the technologies truly converge, the utopia that we dream of where you create your advertising message once and run anywhere, will remain a pipe dream. Dale Carr is CEO of LeadBolt, Sydney, Australia. Reach him at dale@leadbolt.com.
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Overcoming mobiles growing pains


By Joe Laszlo

s a young medium, mobile advertising has huge promise, but also faces significant growing pains. With the increasing popularity of smart phones and mobile applications more advertisers are seeking innovative and engaging ways to take advantage of the rich capabilities of mobile in-app advertising. Creating the ads can be complicated and time consuming. Numerous vendors are offering solutions to enable dynamic mobile rich media ads resulting in multiple, incompatible application programming interfaces. These incompatible solutions force creative developers to rewrite the programming behind their ads multiple times depending on the publishers/apps in the media plan. A diverse, competitive market is great, leading to rapid innovation in an ever-changing landscape. However, these inefficiencies delay and inhibit marketers from seizing on the exciting possibilities of mobile rich media advertising.

If a mobile app is MRAID compliant it will communicate with, understand and correctly display ads developed using the MRAID instruction set. Therefore, MRAID-based mobile rich media ads can operate within any MRAID-compliant app, allowing agencies to quickly and easily run rich, interactive mobile creative across different publishers working with diverse rich media enablers. MRAID 1.0 is a vital first step, simplifying expandable and interstitial ads, but there is still more work to be done. The IAB plans to continue to increase MRAIDs scope and capabilities, reconvening the working group to work on MRAID 2.0 in the near future. Even so, MRAID will never be exhaustive, and should in no way limit innovation or differentiation. Theres no restriction on rich media vendors and publishers building on top of and extending beyond the foundational capabilities MRAID will establish.

The IAB expects to release the final MRAID 1.0 in late Simplifying the process October. With any initiative like MRAID, the obvious In early 2011, the mobile media industry agreed to come question is now that weve built it, will they come? together to simplify the process of developing mobile rich media creative. Speaking personally, it has been extremely rewarding to work on a project with such a broad and supportive The Interactive Advertising Bureaus Mobile Marketing group of members, who have devoted significant time Center of Excellence launched a project with members as and expertise to MRAID. well as others in the ecosystem to develop Mobile Rich Media Ad Interface Definitions version 1.0, which was Many of the key enablers of mobile rich media advertisreleased for public comment in September. ing were at the table devising MRAID 1.0, so they are well aware of the project and its goals. MRAID defines a common API for mobile rich media ads running in mobile apps. Given the clear benefits to both buyers and sellers of mobile advertising, we expect MRAID will start to gain In simpler terms, MRAID provides a standardized set of traction in late 2011, accelerating the growth of this excommands, compatible with HTML5 and JavaScript, that citing part of the mobile market. developers creating mobile rich media ads will use to communicate what those in-app ads do including ex- Joe Laszlo is deputy director of the Mobile Marketing pand, resize, and in the future get access to device func- Center of Excellence at the Interactive Advertising Butionalities such as the accelerometer. reau, New York. Reach him at joe@iab.net.
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Distinguishing marketing from spamming


By Shuli Lowy

s mobile marketing becomes increasingly more popular, marketing professionals must ask themselves Do consumers enjoy getting so many texts? Interacting with consumers via text messages can be extremely beneficial to themsending desired convenience information and local relevant discounts, for example. However, when abused, mobile marketing can be viewed by the consumer as spam and create a negative brand experience, even if the consumer has technically optedin to receive messages. Here are three simple, important guidelines to making sure your SMS promotions remain friendly marketing experiences and are not viewed as spam:

Only message consumers who have double opted-in to your database. While a double opt-in request is not legally required, it has been included in the Mobile Marketing Associations best practices guideline for a reason. Send a healthy and consistent amount of messages to your database. The general recommendation is to send Aside from the ethics involved in sending consumers in- four to five messages a month. It is also unhealthy to formation they do not want, it simply is not effective and leave excessive gaps between messaging your database. generates negative brand experiences. If, for any reason, you must put your mobile marketing If consumers do not want to hear from you on their efforts on hold, be sure to send out at least one message phones, do not message them. When pushing content to a month to make sure your database does not go stale out to mobile phones, make sure to preface the message and that consumers continue to connect the receipt of your messages with their request for them. with the name of your company. Content which is not properly introduced is often instantly deleted by consumers who are too busy to read through the whole message. Worse, consumers may also see that it is a commercial message and automatically assume it is spam. When a message is prefaced by the name of the company, the consumer will remember having double opted-in and will understand why he/she is receiving the message. This will make the consumer more inclined to read through it.
Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING

To illustrate, a properly introduced SMS promotional message would read as follows: Jims Coffee House: Free coffee with purchase of croissant 10-11 AM.

Employing these three tips will help increase the effectiveness of your campaigns and decrease the number of respondents who opt-out. Remember, a properly structured SMS promotion can be a wonderful marketing experience for both the consumer and the brand. Shuli Lowy is Beverly Hills, CA-based manager of client services and marketing at Ping Mobile. Reach her at shuli.lowy@pingmobile.com.
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Will HTML5 help battle fragmentation in 2012?


By Matevz Klanjsek

s smartphones get smarter and tablet usage is on the rise, marketers need to realize that consumer expectations are changing in terms of the types of advertising experiences they expect.

Rich media can help marketers fulfill consumers expectations, if done right. Here are five best practices for rich media mobile advertising. Develop clear goals for the campaign. If the goal is brand building, customer acquisition or brand loyalty, a different number of pages, features and actions should be used. For brand building and brand loyalty, funnel ads or ads with multiple pages are ideal for driving consumer interaction and extending the time users spend with

the brand. A simple rich media ad with a strong call-to-action is typically most effective in helping to drive customer acquisition Determine which formats and features will drive the desired results. Consumers want to purchase, research, discuss and interact with brands and their products. Through expandable ads with video, companies can provide extra information so users can satisfy their research goals. Sharing via social media allows brands to extend their brand message and make their campaign viral while enabling a brand dialog.
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Gaming encourages users to spend quality time with Create one campaign brands while playing users are focused and engaged with that can be delivthe brand. ered across multiple platformsincludAds based on dynamic content such as location or ing mobile Web, apps weather, help to provide a personalized, relevant and tablets. experience with the brand. HTML5 promises a Capabilities like tapping, swiping, tilting, shaking and consistent and rich painting provide a human touch. user experience across multiple platforms. Brands and marketers need to design a consistent expeBuild your ad with a rich media platform to save rience across multiple platforms. time and cost. There is a better way of creatThere is no reason why experiences should be different ing your next mobile advertising campaign than custom coding. across any of the platforms. A rich media ad creation platform enables rapid development of advanced rich media mobile ads without any software coding skills. When selecting a platform, make sure it optimizes elements for various OS platforms and device differences. The advantage is that you can create one ad and serve it across different platforms and distribution networks. The result ads work flawlessly on all targeted devices without a lot of testing and optimization. Track your campaign across multiple properties and devices with universal reporting. Effective rich media advertising metrics track users across platforms, enabling brands and agencies to track interaction and conversion throughout the campaign. Reports should also include detailed insight into user engagement so you can measure ROI and brand interaction across the entire campaign. Matevz Klanjsek is cofounder and chief product officer at Celtra, Boston. Reach him at matevz@celtra.com.
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Tips for an effective mobile video advertising strategy


By Matthew Ellsworth ideo advertisingtraditionally television advertisinghas always been the focal point in a brands marketing mix, but how has this truism changed in the digital era and especially in the age of smartphones and the tablet revolution?

quires the attention and strategy in planning to run an effective mobile video campaign. The mobile Web continues to yield the largest amount of consumption, especially unique users. Mobile Web offers reach but there are creative limitations.

Mobile can be perceived as the connective tissue between all mediums. As social platforms such as Twitter Mobile video must be delivered in a single stream, reand Facebook explode during TV events, marketers need quiring ad content to be stitched against content delivto contemplate new ways of deploying video to leverage ery, which limits video interactivity. these new media consumption habits. The need for a coordinated mobile video strategy becomes more important as users continue to seamlessly weave often simultaneously from TV to online to mobile. There is much to consider: the technology behind mobile video delivery, the inherently social nature of mobile video and the different creative needs for mobile video. Technology The first step in developing an effective, coordinated video campaign is to understand the importance of the accessibility of that video. In order to deliver scale, mobile video needs to be aligned with a cross platform approach not just across onair and online. Cross platform in mobile splinters into different platforms such as in-application and mobile Web. However both need to be covered to reach the scale that impacts national brands. A single platform strategy only chips away at reach. Each platform reMobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING
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Companion ads served before and after the stream add measurable interactivity required by advertisers.

community usage from mobile devices.

As these mobile users post links, share content The app ecosystem, primarily iOS, yields a higher- and tweet, advertisers not participating in moquality and more customized, yet slightly lower reach, bile Web video campaigns against this shared conadvertising experience. tent will not be rewarded in this active viral sharing by users. Mobile video ads can be dynamically inserted in-app providing greater real-time control over tracking and Creative creative messaging. Whether paired with social content, in-app video, or the mobile Web, great creative remains pivotal to maximizIn addition to dynamic video ad delivery, a fraction of ing overall advertising effectiveness. devices are able to support HTTP Live Streaming. It is important to note that the different usage patterns This protocol allows for adaptive bit-rate stream- of mobile and tablet devices have re-written some rules ing, which gives the advertiser the ability to provide around creative development. the highest quality video experience for a device on a given network. Mobile ads require new creativenot repurposed TV or online creative. Combining mobile Webs larger reach with the higher engagement in apps is critical for metric-moving When developing the video and companions, advertisbrand advertising. ers need to consider factors such as the mobile environment, time of use and methods of interaction includBut neither should be overlooked. ing taps, touches, swipes, originating phone calls, and text messages. Social Even a cursory glance at how users interact with mobile Our research shows that a mobile-optimized clickvideo immediately shows that it is inherently social. through experience is critical to avoid alienating an audience that is tapping your message to interact with Users unlock, share and discover video across all mobile your brand. and tablet devices. Another important difference in the mobile space is the Todays TV viewer is more socially engaged with his or creative refresh rate needs to be much higher. her favorite content than ever before. Freshness and innovation are extremely important to this Participation via check-ins, audio fingerprinting, tweets, finicky audience who does not want to see the same ad likes and status updates indicate that users are in- repeated as they consume content. terested in a two-way dialogue with shows, actors and talent. In addition to fresh creative, incorporating research into mobile video campaigns can provide learning and value Through various social TV apps, advertisers have the to advertisers as they navigate the ever-changing mobile ability to capture these users and effectively get their video landscape in real-time. messaging across through unlocking content, interactive messaging and more. Matthew Ellsworth is vice president of marketing for digital media at NBC Universal, New York. Reach him Social platforms are experiencing tremendous growth in at matthew.ellsworth@nbcuni.com.
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Is Wi-Fi a mobile media channel?


By Gregor Isbister he last five years has seen a profound change in mobile. Factors such as higher mobile bandwidth, competitive data plans and the widespread uptake of smartphones coupled with applications and optimized mobile Internet sites based on HTML5 have combined to create a perfect mobile storm.

initiate mobile experiences via optimized mobile campaign Web sites. The growth of public Wi-Fi networks deepens these opportunities.

Monetizing mobile Wi-Fi traffic The beauty of advertising over Wi-Fi is the connection speed. At 54mbs it is the quickest mobile delivery chanMoreover, the medium is reaching maturity as brands nel and as such allows the delivery of rich media and and agencies are increasingly aware of its unique prop- applications which are larger than the normal mobile erties, not least how it can help their consumers engage Internet files sizes. No more need for developers to keep and interact with them, spontaneously, wherever they their file sizes below 20 MB. are, whenever they want to. Not only can Wi-Fi deliver at record speeds but it is also This spontaneity coupled with unique mobile targeting targeted on true location meaning brands can use the properties such as time, location, handset type and pub- channel to deliver campaigns based on geo-targeting. lisher has led some advertisers to elevate mobile to the This might be a business lounge at an airport or other central plank of their marketing strategy. venue where the audience is quite clearly segmented. But, the explosion in demand of mobile as a data channel has, especially in overcrowded metropolitan areas, led to overcrowding, slower mobile Internet connectivity and a disappointing user experience. Is 4G going to change things? Inevitably all mobile networks will upgrade to 4G. Increasingly though, Wi-Fi is offered in large metropolitan areas with big Wi-Fi network owners like Towerstream that has ubiquitous coverage across all of Manhattan. When you add a mobile media layer to this connectivity what you get is a powerful marketing channel. With Towerstream, for example, the user journey starts with an interstitial advertising page as part of the signup process. Click the advert and view a page of promoted applications, click and download.

This new bandwidth provides a reported four times faster connection speed but the sheer number of projected smartphone handset sales will see network demand rise to more than 27 times the level of what we are seeing App distribution then is a key part of the commercial today and this is set to keep on rising. model for the mobile layer over Wi-Fi and using it as a distribution channel allows brands to deliver and track More wireless carriers are rolling back their all-you-can- application downloads, fingerprint installations and proeat data tariffs, preferring instead to cap usage at pre- duce meaningful reporting and campaign optimizations agreed limits. As a consequence of this, Wi-Fi has grown based on this fine-grained data. in importance as it represents a convenient hand-off to overstretched mobile networks and mobile users are al- As smartphone and tablet usage takes off against overready habituated to connecting to Wi-Fi at home or in stretched mobile networks, it is Wi-Fi that offers the optheir work place. portunity to marketers to maintain and build engagement with consumers. A growing number of advertisers are seeing an opportunity to use Wi-Fi as a new and faster mobile media chan- Gregor Isbister is CEO of BlisMobile, London. Reach him nel to advertise applications, rich media products or even at greg@blismobile.com.
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To app or not to app: That is the question


By Dave Schwartz

s is the case with any new medium, applications have their champions and their detractors. Some would argue that apps are the ultimate marketing weapon. Others are convinced that apps are a waste of money and do not yield consistent results. They are both right. And they are both wrong.

I would argue that it is because so many marketers are building bad apps. There are a lot of bad branded apps on the store. And unlike bad commercials, you cannot pay to make the apps run again and again in the hopes that someone starts using it.

Saying apps are good or bad is like saying television It is only natural that there would be so much bad commercials are good or bad. Apps are simply a medium. work out there. Four years ago, apps did not exist as a creative medium. How they are used is what is critical. The question should not be, do we need an app? The question should be, Today, marketers, strategists, creatives and developers what problem could we use an app to solve, and what is are only just starting to realize the true potential of mothe best use of mobile to do that? bile as a marketing tool. Apps are currently being downloaded by the millions ev- Here are five of the biggest reasons apps fail. ery day. Clearly, people continue to find new reasons to return the Apple App Store or the Android Marketplace. Failing to provide value Whether branded or not, it is essential for apps to provide a level of value to the user So if that is the case, why did EffectiveUI recently state for it to be adopted into their everyday lives. A good crethat 70 percent of brands are dismissing mobile apps as ative brain thrives on weaving brand strategy together a part of their brand strategy? with an engaging experience.

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Do: Let your creative partners imagine a new way to deliver on your brands values. Do not: simply offer an app version of the companys Web site. Not building to the strengths of the OS Apps should be geo-aware. They should use the camera. They should capture video. They should connect to social media. They should be a touch-based experience that invites a consumer to tap and swipe and play.

to piggyback off the popularity of proven successful categories. However, it is a huge risk to try and recreate a branded version of an already successful app. In cases where you really want to do so, first consider a much simpler solution: buy them and re-skin the technology.

Skimping on testing to meet a deadline It is impossible to stress how essential the beta-testing process is You should be able to shake them, or rotate them, or flip to app development. them on their side. Brands spend countless dollars and man hours compiling You have got to train your brain to think in these new content, mulling over design, but then skip over testing dimensions if you want your app to be successful. to meet a deadline. Joining an overcrowded category It is natural to want The result: a poorly functioning app. Nearly 70 percent of users say that a negative app experience casts a negative halo over the brand Rushing into development The old adage of measure twice and cut once is incredibly true in software development. Just because a designer has comped up some beautiful screens does not mean that an app has been thought through. Illogical user flow or a confusing user interface can kill a great concept. The numbers in favor of mobile apps are indisputably strong with over 425,000 apps in the App Store to date, and the market for apps anticipated to pass $15.1 billion by the end of 2012, according to Gartner. It is time for brands, advertisers and marketers to truly embrace apps as the creative medium that they are. There is gold in them hills. Here is to the ones who are learning how to mine for it. Dave Swartz is cofounder and chief creative officer of Medl Mobile, Los Angeles. Reach him at dave@medlmobile.com.
Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING
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Consumers eager for hyper-relevant location-triggered messages


By Patrick Moorhead

n digital marketing, context has played a pivotal role using the phone as a lens through which to organize the in both how ad media is purchased and also how dy- digital world around them is emerging as a dominant namic creative messages are created and delivered. consumer attitude, particularly as smartphones further penetrate the market. Increasingly, location is becoming the primary context within which advertisers are connecting with consumers. As part of our continued effort at Draftfcb to explore and master this consumer attitude, and the mobile-based loThe mobile device is to the consumer as much a location- cation services designed to facilitate it, we took advantage of a unique pilot program earlier this year. awareness device as it is a computer or a phone. The little blue dot in the center of the map is the new digital representation of me, and the mobile device increasingly serves to organize a vast sea of digital information through the filter of me, right here in this place, and right now at this moment. Me. Here. Now. The so-called Me. Here. Now. world view of consumers Location, location, location AT&T partnered with location-based mobile marketing platform Placecast to offer consumers ShopAlerts, which consisted of messages, offers, rewards or coupons sent to their mobile phones when they were near a store or brand via a technology called geo-fencing. The location-based mobile messaging service was tested

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from April 3 through June 4, 2011, among AT&T custom- fence. The minimum time interval was two days between ers in Chicago, Los Angeles, New York and San Francisco messages received. who opted in to receive messages. We polled consumers who opted in to the ShopAlerts The pilot included eight major marketers, including four among our four clients after the program ended, and we Draftfcb clients. We also conducted a post-test survey got some stunning results. With a nearly 100 percent among consumers who engaged with ShopAlerts offered open rate on the alerts, 50 percent of consumers who by the four marketers to determine consumer prefer- opted in to receive messages from the brands wanted ences and attitudes. more information. We even found in some cases there was a 22-25 percent purchase conversion on some of Each of the ShopAlert participants had different business the offers. challenges ranging from pure coupon delivery scanable from the phone screen at the register, to more broadly We believe this test, and the strong survey data resulting defined brand awareness objectives. Our goal was to try from it, are clear indications that consumers are eager and determine if the geo-triggered messages would work for the hyper-relevancy that location-triggered messagbeyond pure offer delivery and redemption, to influence es can deliver, and that location is truly the new context other key marketing objectives. for digital marketing. Consumers who opted in for the ShopAlerts received a maximum of three messages per week from three different brands based on their proximity to the brands geoMobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING

Patrick Moorhead is senior vice president and group management director of mobile platforms at Draftfcb, New York. Reach him at patrick.moorhead@draftfcb.com.
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Staying ahead of the changing mobile video advertising market


By Paul Bremer he number of people watching mobile video continues to rapidly grow. In the second quarter of 2011, full episode video consumption for Rhythms premium media partners increased 200 percent. By 2012, half of all Americans will be reachable through mobile video advertising. This growth is fueled by more mobile usage and an increase in ad supported video content. Further, mobile video capabilities are growing and expanding.

ner video. This unique ad plays video automatically in a non-expanded banner, enticing the viewer to tap. Once the viewer taps, the ad expands seamlessly while the video re-starts with audio, allowing viewers to watch the entire video in a more robust experience. This type of ad fosters additional post-tap interaction through customizable buttons. Finally, the tap-to video ad unit offers consumer the choice of experiencing a video ad. Any display ad can tap to a full screen video ad.

As more content providers move to mobile, video ad inventory continues to grow exponentially. But not all in- Understanding the characteristics of the various units ventory is created equal, video ads running in unnatural will help marketers accomplish desired outcomes and craft the most effective mobile video advertising camlocations hurt the overall experience. paigns possible. Premium publisher content provides a trusted association for brand advertisers. Video ads within premium Mobile is moving fast and industry knowledge about best video content provide a fair value exchange for viewers practices continues to evolve. At Rhythm, we have emwho expect to watch an ad in order to access content. ployed tactics that improve mobile advertising programs. Advertisers should be wary of mobile video inventory For example, campaigns with social media goals should while remembering that, like other mediums, premium utilize full-page ads, they see a 57 percent higher CTR when including social media options. video content reigns supreme. Much like online, the in-stream video ad unit is the premiere advertising option in mobile. These units appear within the video experience- directly before videos clips or as a commercial break in full episodes. These highly immersive ads have an average completion rate of 87 percent or higher across Rhythms partners. These ads are often interactive with call-to-action buttons, giving options to engaged consumers. Another unit, interactive pre-roll video/interstitial video/pre-app video, is called by many names in the industry. These ads appear outside of the video experience- at app launch or between game levels, for example. Because this ad can appear in numerous placements and in any type of app, there is more supply than in-stream video. A new and exciting type of mobile unit is the in-banMobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING

Additionally, combining video with display or rich media increases consumer engagement. Banner and full-page ads experience a 45-50 percent increase in CTR when paired with in-stream video. As in any medium, it is important that advertisers demand transparency and know where mobile ads run, in order to maintain control over your brand. It is an exciting time to be in mobile as more content providers and advertisers seek to reach the increasingly wireless consumer. Mobile video advertising is one of the fastest growing and best branding mediums ever. I am excited to see what the future has in store. Paul Bremer is chief revenue officer Rhythm NewMedia, New York. Reach him pbremer@rhythmnewmedia.com. of at

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Beyond show and tell: The rise of mobile marketing and advertising
By Kevin McGuire he search for ever-more compelling ways to market goods and services is nearly as old as civilization itself. From papyrus posters in ancient Rome to the first newspaper advertising in London in the 1600s to the inaugural radio spot on WEAF in New York in 1922, innovative marketers have always been quick to exploit new forms of communication in their quest to reach the buying public. More recent technology advances have given rise to new kinds of marketing, such as television commercials and digital advertising. But if the media mix has changed over time, the goal remains the same: to engage the minds of potential customers in the most unforgettable way possible in order to inspire them to take action. Now, with the rise of mobile marketing and advertising, were witnessing the birth of the most effective business-to-consumer marketing channel ever conceived. Although it only accounts for a few percentage points of ad spending today, by 2015, it will be a dominant part of the marketing mix for most advertisers. Ben Franklin This may sound like a big claim for a medium that is very much in its infancy, but to understand what makes mobile so powerful, it helps to turn to Benjamin Franklin. One of historys great media and marketing mindsthe very first magazine ad appeared in his General Magazine in 1741hes often credited with a quote that captures the fundamental difference between messages that flicker briefly across our consciousness and those that stick in our brains forever. Tell me and Ill forget, wrote Franklin. Show me and I may remember. Involve me and Ill understand. From papyrus to print to broadcast, marketers have always engaged in a lot of telling and accepted a lot of forgetting in hopes of achieving just a little showing and remembering.
Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING

Mobile marketing and advertising is different. A growing body of research shows that the types of digital activities that people engage in when they pick up a mobile phone activate the brain in ways that traditional marketing channels can never replicate. And from making a call to sending a text, searching for a location, checking a score, or tweeting, mobile is inherently interactive, personal, and involved. This makes mobile the holy grail of marketingan advertising medium that lights up peoples brains by enabling them to interact, solve problems, and generate the kind of positive emotions that are created when people conPAGE 62

nect to one another. And that is just part of the power of mobile marketing. Spray and pray In the past, marketers have targeted consumers by casting a wide net and hoping that a small handful of the right customers will pass a certain location, pick up a specific publication, or turn on a particular broadcast or digital experience. In contrast, mobile offers the opportunity to deliver messages that are customized to individual preferences and served up at a time when potential customers who are most likely to act are engaged in an activity that makes them most likely to respond. The result is a marketing medium that is already enabling todays most innovative marketers to deliver highly relevant, deeply interactive experiences that are based on

peoples interests, location, and the device they have in their hand. But this is truly just the beginning. Soon, well see a new generation of immersive mobile marketing and advertising campaigns that reflect peoples aspirations and tap into the fundamental human desire to build social connections. These experiences will create a level of engagement and involvement with brands that will make the showing and telling we have relied on up to now seem like ancient history. And they will make the forgetting that we used to accept as the cost of doing business a thing of the past. Kevin McGuire is vice president of product at Motricity, Bellevue, WA. Reach him at kevin.mcguire@Motricity.com
Mobile Marketer CLASSIC GUIDE TO MOBILE ADVERTISING
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