Mobile Advertising Gets Clever

QR Code for WAP Address
QR Code for WAP Address

The premise of online media is that it is fully accountable, a feature  that I’m sure contributes to Digital’s continued growth during the recession.
It means I can track from impression to conversion across hundreds of thousands of users.
It means I can optimise towards my best performing sites to maximise ROI.
It means any number of other benefits, which I’ll come to in a later post (heh).

For a couple of years, Mobile has been nought but a testing ground for advertisers, a place to paddle around in experimental waters, usually as a way to get the most out of any remaining budget.
It was impossible to gain true visibility over the results, because the infrastructure was constantly in flux, as the big players fought for their technologies to take precidence.

Now the Mobile space is beginning to settle down, everything is changing…

Our new mobile ad campaign will be the first in the world to run through a third party adserver. In partnership with Nokia and Eyeblaster, my agency have planned and are about to execute the first wholly trackable mobile campaign.  This means the same visibility and efficiencies can be ported to a new medium, from the better established digital cousin of Online.
This breakthrough may very well mean Mobile is a first addition to a plan, rather than a final one.

Yamake


Yamake Shortfilm from Yamake on Vimeo.

Tonight I’m going to a press event for the launch of Yamake, the first user-generated social game for Mobile.

Created by Gameware Development (Cambridge), and published through N-Gage by Nokia, the game allows users to share content with others based on a simple gaming mechanic.

A full review will appear once I’ve got a copy, but in the meantime check out this promo video.

Introducing… DVB-H

Problem:
9% of UK mobile subscribers accessed video on their mobile last month, but just 0.8% accessed Broadcast TV on their mobile. Although the demand exists, broadcasters can’t create an audience for Mobile TV due to technology constraints.

Solution:
DVB-H (Digital Video Broadcasting – Handheld) enabled devices have an inbuilt chip (top right) that picks up TV signals. They use the same frequency as Freeview, so images are immediate and crystal clear, effectively offering consumers a portable Digital TV.

Market Readiness:
DVB-H is a key feature of Nokia’s new N96 and N92 (bottom left), and we can expect more DVB-H enabled devices in 2009.
Uptake will be slow however, since operators will initially charge users to access the service.
Deals already in place see users spending £2/day to access their partners’ video content, so there is no incentive for operators to promote the service.

Potential for Advertisers:

Mobile TV is no threat to the dominance of ‘at home viewing’ (3.5hrs avg. usage/day) but the behaviours are very different.
The ‘Mobile Audience’ will watch most during travel times: 0800-0930 and 1630-1800, so broadcasters should schedule programming to meet viewer demands.
I predict this will result in mobile-specific variants of existing channels, where popular programs are scheduled during travel times. Advertisers should therefore consider mobile specific creative, tapping into the users’ on-the-move psyche with a firm call to action such as “go in-store now!”