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
WeatherBug Launches new ad-supported Wireless Application Protocol campaign December 11, 2008
Posted by Mark Blei in : Uncategorized , add a commentWeatherBug, a provider of live, local weather information for customers and professional customers, released an integrated mobile advertising campaign today for the cold and flu season. The new ad-supported Wireless Application Protocol campaign, integrates daily forecast information from WeatherBug, cold and flu tips, and outbreak statistics and maps from the Center for Disease Control and Prevention.
Mobile customers can also subscribe to receive a free daily text alert from 4INFO, the leading text messaging service in the United States, which includes daily forecast information and cold and flu outbreak information from the Center for Disease Control and Prevention that is geo-targeted to a user’s specific ZIP code. customers can simply visit weatherbug.com on their mobile device to subscribe to the service.
“We are very excited to present this comprehensive program to advertisers and thrilled to work with 4INFO to bring it to fruition,” said Michael Lombardi, vice president of advertising sales and marketing at WeatherBug. “We’ve taken the same great cold and flu content and local weather information available on our Web site and desktop application and applied it to the mobile space. Furthermore, we integrated an SMS component for registered customers that includes geo-targeted content. We are already seeing success with brand name advertisers and expect to get a significant number of mobile customers subscribe to the daily text alerts.”
Advertisers who participate in the program will get an opportunity to reach customers with targeted and relevant content while also generating additional brand awareness with a tech-savvy mobile user.
Read The Rest—>WeatherBug Launches new ad-supported Wireless Application Protocol campaign
Study: Mobile Ads Boost Brand Awareness 19% April 29, 2008
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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.
Mobile Display Ads Have Branding Impact – Increase Awareness, Interest April 29, 2008
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Awareness of and interest in “The Golden Compass” among those exposed to full-screen mobile ads for the film increased significantly, according to the results of a mobile advertising campaign by Greystripe and New Line Cinema.
Greystripe commissioned Dynamic Logic to conduct research to measure the success of the ad campaign in raising awareness, interest and intent-to-see the movie. Survey respondents were separated into “control” and “exposed” groups based on who saw the mobile ads.
Mobile web users exposed to “The Golden Compass” ads on the Greystripe network exhibited the following, according to the study:
- 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 respondents overall.
- Intent to see the movie in theaters increased by 14.5 percentage points among respondents age 18-24.
Additional findings:
- Respondents who identified themselves as “frequent” movie-goers use the mobile internet more often than those identified as “non-frequent” movie-goers (79% vs. 58%).
- Among all respondents, 35% use their mobile phones for “finding theater and movie times” and 29% “watch movie trailers.”
- Mobile ads were most effective among those described as “avid” movie-goers (those who have seen three or more movies in the theater in the past two months).
About the case study: The campaign ran on Greystripe’s mobile ad network, which delivers full-screen advertisements that are wrapped around mobile games and applications. The mobile web survey was fielded November 8 to December 6, 2007, among 786 mobile Web users age 18-55.
50% of Mobile Phone Application Revenue from Location-Based Services November 1, 2007
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With GPS available on more new mobile devices — some 130 million GPS-capable handsets are in use in the US — consumer demand for location-based services (LBS), such as navigation, is growing, according to a mobile-applications report by Telephia, a service of The Nielsen Company, reports sister site MarketingCharts.
Telephia reported that in the second quarter…
- Approximately 13 million mobile consumers downloaded a mobile application on their phone.
- While location-based services deliver highly personalized offerings such as friend-finding and other location-aware features, navigation represents the lion’s share of revenue.
- LBS accounted for 51 percent of the $118 million generated in revenue by downloadable mobile applications such as LBS, weather applications, chat/community, and personal organization tools.
- Networks In Motion (NIM) – an LBS navigation publisher for products, including Verizon Wireless’s VZ Navigator – secured a 27 percent share of carrier revenue from mobile applications and leads all mobile application publishers.
- Telenav Mobile, another LBS navigation publisher, is second with a 15 percent share of carrier revenue.
Favorable carrier deck placement for LBS applications and the bundling of navigation services with data packages have contributed to record high downloads, Telephia said.
LBS applications command a healthy price premium compared with other downloadable mobile applications. The average price per month for an LBS application is $9.23, compared with a range of $3.82-$5.41 for weather applications, sports, wallpapers/pictures, etc.:
The selling price for LBS applications is roughly 180 percent of industry average. However, overall consumer penetration for mobile applications hovers around 5 percent, compared with penetration rates of 7-13 percent for other downloadable content, like games, ringtones and premium SMS.
“There are hurdles that LBS publishers face, most notably the relatively low incidence of application downloads when compared to other mobile data activity,” said David Gill, Director of Mobile Media, Telephia. “Many consumers may not realize the utility of a navigation application on their mobile phone until they use it.”
Adolescent Mobile Marketing Learning The Facts Of Life June 11, 2007
Posted by Mark Blei in : Uncategorized , add a commentAdolescent Mobile Marketing Learning The Facts Of Life
According to media buying executives at this week’s Mobile Marketing association Forum the mobile ad industry is simply asking too much for such a relatively small market.
“Most of the brands for whom we do investment advisory are not going to buy $60, $70 or $80 CPMs, even if that’s what the market demand is right now,” Eric Bader, senior VP at MediaVest USA.
He went on to say, “When you start to look at how effective search and the yellow pages and directory services are, that’s who [mobile is] going to be competing against and those CPMs are down in the $4 to $10 range.”
“And while we all understand the virtues of what mobile advertising can deliver,” he said, “at [$60-$80] CPM levels, it’s really, really hard to justify mobile against other opportunities to get the message to the same target.”
Maria Mandel, director of digital innovation at Ogilvy Interactive, chimed in, “The reality is you only have 15% of people surfing the mobile Internet. That’s still a very small base.”
Mobile marketing, while promising, seems to be suffering from several issues. First, the relatively low percentage of Americans who use their “third screen” for anything other than cell phone caller ID.
Second, since most people pay for cell phone and data service by the minute they simply don’t want to be bothered by ads that increase already slow download time. Third, while it is convenient, mobile
Internet connection quality varies greatly from network to network and region to region. Let’s face it, the reason mobile marketing has boomed in Japan and Korea and to a lesser extent in Europe is because the population density is so much higher. It takes a lot more infrastructure to cover America in reliable mobile web access.
Who's Watching Mobile Video? Comfy Middle-Aged Men June 7, 2007
Posted by Mark Blei in : Uncategorized , add a commentWhat kind of Americans are starting to watch video shows on cell phone screens? According to data from Nielsen, middle-aged men with high incomes. That proves the price point is just too high right now — oh yeah, and rich old men always have all the fun.
Nielsen is launching a mobile stat service called Nielsen Wireless, and has compiled some preliminary data. In the first quarter of 2007:
- Eight million persons 12 and older viewed video on their mobile phone (this excludes videos created with a phone’s camcorder function)
- The mobile video audience skewed somewhat older and male: 46 percent of the mobile video audience is 35 years or older and 54 percent of the audience is male.
- At least 7 percent of 18- to 34-year-olds viewed mobile video programming in the first quarter of 2007, while at least 25 percent used their mobile phone to connect to the Internet
- As of May 31, more than half, 55 percent, of primary users of video-enabled mobile phones lived in households with total incomes of $75,000 or above
