Eight Mobile Technologies to Watch in 2009, 2010 January 29, 2009
Posted by Mark Blei in : Uncategorized , add a commentAnalyst firm Gartner has just released a report that highlights eight up-and-coming mobile technologies which they predict will impact the mobile industry over the course of the next two years. According to Nick Jones, vice president and analyst at the firm, the technologies they’ve identified will evolve quickly and will likely pose issues that will have to be addressed by short term strategies.
The eight technologies identified include the following:Read The Rest—>Eight Mobile Technologies to Watch in 2009, 2010
Wireless Application Protocol – defenitions and technology: WAP strategy pays off for Citroen November 5, 2008
Posted by Mark Blei in : Uncategorized , add a commentThe strategy created for the campaign that was built around the “Unmistakably German” proposition – a German car made in France. mobile was used in order to give the C5’s “on the go” target consumers a greater depth of information on the car and on the main ad campaign. A creative agency was approached for additional interactive content to engage consumers and to enable mobile to act as a virtual C5 showroom and content platform.
A WAP “showroom” was built, containing information on the C5, downloadable videos of the car, and extra content such as a quiz hosted by a character called The Baron. The site also featured a dealer locator and a Java application so prospective buyers could continue to read about the C5 offline.
Mobile Search Up 68% in US, 38% in W. Europe – Google Leads September 17, 2008
Posted by Mark Blei in : Uncategorized , add a commentMobile search use is growing more widespread and more frequent in the US and Western Europe – 20.8 million US and 4.5 million European mobile phone subscribers used search in June – up 68% and 38%, respectively from June 2007, comScore M:Metrics reports.
The UK had the highest penetration of mobile subscribers using search (9.5%), followed closely by the US(9.2%).
The number of people accessing mobile search at least once a week grew 50% in Europe, with France and Spain leading at a rate of 69% and 63%, respectively:
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Study: Mobile Ads Boost Brand Awareness 19% April 29, 2008
Posted by Mark Blei in : Uncategorized , add a comment
ADOTAS – Interactive ad-supported mobile gaming company Greystripe just released research conducted by Dynamic Logic measuring the effectiveness of its mobile advertising campaign for “The Golden Compass.”
Survey respondents were separated into “control” and “exposed” groups based on who saw the ads (786 mobile Web users between the ages of 18 and 55). The results showed a significant difference in awareness and interest in the movie among the groups.
Among the findings:
• Significant increases in awareness of and interest in film — a +19.3 percentage-point increase in awareness of the film’s title
• Increased interest — exposure resulted in a +9.5 percentage-point increase in interest in seeing the film among overall respondents
• Intent to see the movie in theaters increased by +14.5 percentage points among respondents ages 18-24
• Among the overall sample, 35% use their mobile phones for “finding theater and movie times” and 29% “watch movie trailers.”
Greystripe said that the mobile campaign delivered better results than those typically seen for cinema release campaigns online.
“These results demonstrate that Greystripe’s mobile-savvy audience is highly engaged by full screen ads delivered through media on their mobile phones. The mobile phone is an incredibly personal and social digital platform enabling brands to interact deeply with their audience,” Greystripe’s director of advertising sales, Jenny Burrington, said in a release.
Greystripe delivers full-screen ads that are wrapped around mobile games and applications; the ads are served before and after usage and are free on the company’s online / mobile portal GameJump.com and through its AdWRAP Catalog program.
Making Our Numbers ( Mobile Insider) April 22, 2008
Posted by Mark Blei in : Uncategorized , add a commentI am enough of an old Web media fart to recall the days when another digital ad platform was struggling for the respect of advertisers. Back in 1999 and 2000 the hype surrounding the Internet was far ahead of the actual ad spend, even as more eyeballs migrated here. For a while, I recall, 13% was some kind of magic number frustrated digital publishers bandied about. One of the metrics firms found that 13% of media mindshare was going to the Internet, and audacious publishers bemoaned the big disconnect between mind-share and spend-share. Only about 3% of media budgets went digital at the time.
Although the big disconnect between mind-share and spend remain online, the numbers have improved overall. Many forces contributed to the torrent of online ad money (not the least of which was search), but I still believe that the interactive content and marketing industries themselves helped move the needle with a deliberate marshalling of hard and consistent research about online ad effectiveness. Groups like the Online Publishing Association commissioned research that showed the power of content brand in ad effectiveness. The IAB and others carted out case study after case study and cross-media campaign analyses. Publishers themselves started throwing in Dynamic Logic post-campaign branding studies as value-adds — to the point where some of us in the press were memorizing the “intent to buy” lifts registered by high profile campaigns. Ultimately, the online ad industry was learning the language of agencies and media buyers and getting beyond its own hype.
We are at a similar point in mobile now, because we are not ready yet to answer some basic questions, like what role mobile plays in a larger campaign or an overall media strategy for a brand. This is a question I find myself asking at the many panels and conferences I moderate. From a brand or campaign manager’s perspective, what is mobile supposed to do? What role does it play? And how does it compare to the other rows in the campaign’s spreadsheet?
We may be getting some answers to this most basic question from the “Three Screen Trial” that ioglobal is conducting and the Mobile Marketing Association is supporting with staff and resources. In the last few months, I have been talking with ioglobal’s North American general manager, Bob DeSena, about this project, which sounds to me like a fascinating lab for both content providers and advertisers. It is designed to test comparatively media and ad effectiveness across mobile, Web and TV. For the first time we will see how consistent media and messaging work on a similar audience across the key platforms. According to DeSena, the major publishers in this test finally will get preliminary answers to a fundamental question: “What is the appropriate format and use of mobile to promote their properties, to distribute their properties and to do it in a way to maximize multiple platforms.” On the ad side, this test is aimed squarely at agencies and brand managers who have to start thinking of mobile as more than a test — as a part of a larger strategy and buying plan.
The Three Screen Trial promises to measure who is seeing the mobile impression — and how many times. What is the overlap with other media? And then, most important, what is the impact of the campaign channel by channel? The test is ready to roll, and the MMA and ioglobal are reopening the project to more agency involvement and test campaigns. For the auto category, financial and packaged goods segments, all of which have evolved programs on all three platforms, this would seem to be a perfect opportunity to establish the baseline metrics each of these industries needs to invest seriously in mobile.
These are the hard and big questions that, so far as I can tell, mobile has not even begun to ask — let alone answer. Arguably, some of them haven’t even been asked pointedly enough about online advertising’s relationship to the rest of the marketing mix. To its credit, the MMA decided to get behind this study, and I think it would be good for the industry if it served as the kind of landmark research that helped push the Web needle in 2002 and 2003. “When we talk about mobile, it is great to talks about how it could be successful,” MMA president Laura Marriott told me the other day. “But until we get common qualitative and quantitative measures, it is difficult to convince marketers to get money behind it.”
It feels a bit like 2001 all over again, where the needle really has to move out of the hype-and-promise zone into measurable, comparative, results.
