Now that you've established a mobile presence and are listed in mobile search engines, you are ready to concentrate on developing your mobile initiatives.
Up until recently, most mobile campaigns used text-messaging because marketers were wary of using video and other multimedia ads for fear of consumer backlash (Airwide Solutions 2007). However, two factors will enable wider use of the mobile channel: proliferation of smartphones as prices become more affordable, and the realization that users would happily tolerate ads for rewards such as free services.
It's important to remember that mobile works best when it is integrated with other marketing tactics. Mobile is a medium that requires engagement and targeting. It can be used along with offline and online marketing tactics such as press releases and social media marketing to create viral campaigns by offering prizes and coupons. Below is a review of the type of ad campaigns that have run on the mobile platform.
Opt-in SMS campaign: Text messages sent by short message service (SMS) ads can be used to persuade consumers to provide their cellphone number in exchange for special offers and coupons delivered via text message. Example: contests to win prizes or SMS alerts to customers reminding them to reorder a product while offering a discount coupon with a "buy now" call-to-action.
Opt-in MMS campaign: Multimedia message service (MMS) provides advertisers with a way to send and receive wireless messages that include images, audio and video clips as well as text. Promotions might offer a mobile game demo by giving users a chance to download the free demo through a WAP link embedded in the message. Once the trial is over, the user might get a discount coupon to buy the full game from a dedicated WAP site.
Mobile pay-per-click campaigns: Google and Yahoo provide mobile PPC ads on their mobile search engines and have ad networks for content site ads through Google AdSense for Mobile and Yahoo Mobile Publisher Services. Microsoft also plans to deploy mobile search ads globally after concluding a number of mobile deals, including the recent acquisition of Paris-based mobile ad network ScreenTonic.
Mobile ad networks: You can also place mobile PPC ads through mobile ad networks on a number of content networks, targeting by country, audience or device. If you don't have a mobile site, the service providers will create a mobile landing page. Most service providers give you reporting and analytics. Mobile ad solutions providers include AdMob, Enpocket, Mobile Posse, Quattro Wireless and Third Screen Media to mention a few. Mobile content sellers (companies selling ringtones, games, services and applications for mobile) use such ad networks to advertise to a targeted audience with good results.
Location-specific targeting: Cellular networks can locate callers to within 50 to 300 meters by triangulating signals. Thus, a caller's location could be matched with a business that has purchased an ad targeted by surfing behavior and demographics. Carriers like Sprint Nextel expect to deliver ads based on users' near-exact location. Most carriers have yet to initiate GPS-specific ads, but soon will.
Local search display ad: These banners are designed for local search on the mobile web. They can also drive traffic to an offline business. A user searching from Yahoo Local on a cellphone might be looking for information on garbage disposals. That user would be served a banner ad within search results for a nearby hardware store. Sites like Lowe's or Ace Hardware could potentially have sponsored ads showing as well. Consumers could click the banner ad for more info or click to call.
Ad-supported content sponsorship: Gartner predicts sponsorships will ultimately be the dominant format for mobile advertising. This model is useful because consumer surveys show mobile users are willing to receive and view ads in return for free or lower-cost mobile apps or services. Music, games and mobile TV/video are among the most popular mobile content services mobile users want for free (Informa Telecoms & Media, 2006).
Example: Greystripe is a game portal that provides mobile content free to consumers through its AdWRAP advertising network, which delivers full screen images, videos and scrolling banners into its mobile games and applications. After download, users must view a full-screen ad before and after playing the game. In-game ad space sells for $45 CPM. Ad types are click-to-call, click-to-mobile web and click-to-jump page (survey/poll). Revenue is shared with the game publishers. This model claims an average worldwide clickthrough rate of 15 percent for the seven brands with ads in this game portal.
Carriers are testing a similar model to supplement their current payment plans. Verizon is testing a two-tier payment model, charging higher fees for ad-free and lower fees for ad-supported content.
No comments:
Post a Comment