Mobile Advertising Measurements Still Lack Standardization
By Dan O'Shea
The telecom industry is getting closer to the integration of content and services across multiple screens, including mobile phones, PCs and TVs. Some of that content will include advertising, delivered in a personalized and targeted way enabling service providers to get a bigger piece of the advertising market by selling advertisers more effective cross-platform packages.
For now, however, advertisers look at these platforms separately. The tools to allow more advanced advertising are in early stages. Vendors are integrating advertising support and management into existing equipment architectures, but service providers also need proof points showing that advanced advertising methods can actually work with commonly-applicable metrics that don't confuse advertisers.
The mobile industry has been an early proving ground for techniques to measure effectiveness, and there are already many sources of mobile advertising metrics: Companies that serve ads and support ad management, like Ad Mob, Millennial Media or Bango; analytics groups, such as M:Metrics or comScore; or trade associations, such as the Interactive Advertising Bureau (IAB), the Mobile Marketing Association (MMA), the Media Research Center (MRC), the Cellular Telecommunications and Internet Association (CTIA) or the GSM Association (GSMA).
Yet, there isn't a common set of standards, and that may be holding back the progress of mobile advertising, let alone setting a foundation for multi-screen advertising. "I think the biggest barrier is industry consensus on measurement variables, their definition, how should they be measured and a third party that can audit and verify the numbers being put out by various vendors in a systematic and timely fashion," said Chetan Sharma, founder and president of Chetan Sharma Consulting. [FierceWireless]
Smartphones Now Yield a Third of All Mobile Ad Requests
By Jason Ankeny
Smartphones generated 33 percent of total mobile ad requests worldwide in February 2009--up from 26 percent the previous month--according to mobile ad marketplace AdMob's monthly Mobile Metrics Report. AdMob notes that the launch of HTC's G1 and the BlackBerry Storm galvanized increases in requests originating via the Android and BlackBerry operating systems--the firm adds that the growth is based on mobile web usage, not the volume of handsets sold, indicating the depth of consumer engagement with touchscreen devices. The top handsets from AT&T (Apple's iPhone) and Sprint (Samsung's Instinct) are also touchscreens, AdMob reports.
In terms of mobile ad requests, the top five smartphones worldwide are now the iPhone, Nokia N70, BlackBerry 8300, Nokia N80 and Nokia N73--the iPhone is also tops in the U.S., followed by the BlackBerry Curve (the leading Verizon Wireless device), BlackBerry Pearl, Palm Centro and HTC G1. The iPhone was responsible for 33 percent of smartphone traffic worldwide in February and 50 percent in the U.S., according to AdMob; Google's Android contributed 5 percent of ad requests in the U.S.
The Symbian OS remains out front in terms of market share, with 43 percent of requests--AdMob reports a significant percentage of both Symbian and Windows Mobile devices are running older versions of their respective operating systems, suggesting those handsets may not have access to Nokia's Ovi Store and Microsoft's Windows Markeplace for Mobile when those application storefronts open later this year. [FierceMobileContent]
Google Mobile App expands to Windows Mobile
By Jason Ankeny
Google announced the release of its Google Mobile App search utility for handsets powered by Microsoft's Windows Mobile operating system. According to Google, the mobile app enables speedier searching on WinMo devices as well as more efficient access to Google apps from the Today screen.
In addition, the app offers search history to reduce keystrokes. The web services giant also points out that Pocket PC consumers wishing an even more accelerated search experience can add the Google Mobile App to the start menu or configure a hardware key for easier access from within any application on your phone.
"How much faster is it?" writes Google Mobile App engineer Craig Wilkinson on the Official Google Mobile Blog. "Well, our stopwatches show that Google Mobile App team members (who are mostly normal people, no superpowers were deployed during the timings) were able to get their search results for identical queries nearly 50 percent faster from Google Mobile App than from navigating to google.com in the mobile browser." [FierceMobileContent]
Idle Screen Advertising Network Goes Global
Celltick, the company that has been championing “idle screen” advertising for several years, has launched livescreen.com, a web-based ad server which allows local and global advertisers to purchase idle screen advertising in all markets where Celltick’s LiveScreen Media platform is operational.
Idle screen advertising is expected to become a major channel for mobile advertising.
LiveScreen Media broadcasts targeted content, advertising and value-added service information to the idle screen of a consumer’s mobile, thus transforming it into an interactive mobile media channel.
Automatically identifying when a mobile phone is inactive, LiveScreen Media displays personalized product, brand or content media in the form of dynamic teasers – based on user location, behavior and demographics, as well as time of day. Cell broadcast technology is used to simultaneously send teasers to millions of users without overloading the mobile network.
When the user sees something that interests them on the idle screen, it takes just two clicks to carry out a “transaction” – either accessing desired information or responding to a promotion or advertisement.
This new announcement will put a web-based interface onto the LiveScreen system. LiveScreen Media allows advertisers to place idle screen advertising campaigns prompting an immediate response from interested consumers. Advertisers who have already taken advantage of this unique media channel include Coke, America Express, Unilever and Honda. [MobiAdNews]
Users Now Sending 2 Trillion Mobile Messages a Day
By Jason Ankeny
Subscribers are sending more than 2 trillion mobile messages per day worldwide according to new research published by market analysis firm In-Stat. The report notes text messaging remains operators' most profitable data service, with consumers that use mobile messaging also consuming significantly more voice minutes than overall survey respondents. In-Stat adds U.S. subscribers who embrace messaging are also more likely to pay up to 25 percent more for their handsets than all respondents.
"SMS may be a basic, cheap technology, but it still has much life as a MNO cash cow," said In-Stat VP of mobile Internet research Frank Dickson in a prepared statement. "The keys to SMS profitability are its ease-of-use, inexpensive price tag, global reach, and increased reliability as infrastructure development increases in more rural global regions. In developed areas, however, it has become increasingly important for mobile operators to find ways to enhance and personalize the SMS service offering." [FierceMobileContent]
AdMob Extends Mobile Ad Reach to Android
By Jason Ankeny
Mobile advertising marketplace AdMob announced the launch of its first advertising unit for applications based on Google's Android mobile operating system, enabling developers to monetize their Android apps.
According to AdMob, the new Android ad unit will also enable brand and performance advertisers to drive consumer behaviors like visiting the Android Market virtual storefront to download an application. AdMob already serves ads on mobile websites on the Android platform, and received more than 27 million requests in December 2008--developers including AccuWeather, Jirbo and TapJoy have already leveraged the new Android ad unit in their applications.
In all, AdMob's worldwide publisher network now spans more than 6,000 mobile sites and 450 iPhone applications, and serves more than 4.6 billion mobile banner and text ads per month. [FierceMobileContent]
Mobile Ad Rates Begin to Fall
By Jason Ankeny
Mobile advertising rates are beginning to drop, with cost-per-impression ad rates reaching single-digit pricing in some instances, according to AdAge. While the current economic recession is one factor in the rate drop, growing ad inventory is another as more and more brands elevate their profile on the mobile platform. Citing industry executives, AdAge reports that mobile cost-per-impression (CPM) rates--the cost to reach 1,000 consumers--now average about $15, down from early 2008 averages of $20 to $25.
While some categories, including targeted on-deck placement, still fetch a premium price, the cost of advertising on high-traffic, category-leading weather, news and sports channels has remained consistent at about $14 to $16 per CPM. Executives add that some applications with the capability to offer advertisers specific demographic and location data can still command prices as high as the mid-$30s--still, one advertiser told AdAge a major media site offered him $2 CPM buys, while others say social media sites with large inventories are now pricing their CPMs below $5.
Still, mobile impressions remain costlier than online CPMs thanks to the wireless platform's superior click-through rates--about 1.5 percent on mobile, compared to 0.15 percent on the web. [FierceMobileContent]
Estate Agents - The Next Big Mobile Advertisers?
Over the past year, it seems that more and more start-ups are offering SMS/MMS based solutions targeted at real estate professionals. All of these solutions have the same basic guiding principles. Companies such as Gumiyo, CellAHouse and Cellyspace all offer such services.
The idea is that it as consumer walks past a house with a “For Sale” sign on it, they would like to receive instant information about that property. And that is where SMS/MMS comes in. These companies add a comment on the “for Sale” sign stating that if you want to receive more information about that house, then you can text the short code provided.
You then receive a message from the estate agent with the details of the property, the price, as well as contact information for the estate agent. But where this technology is particularly suited to the real estate sector is that you can include pictures in the MMS, thus effectively creating a virtual tour of the property.
The SMS short code can also be inserted on other forms of advertising such as TV and print.
According to Shuki Lehavi, CEO of Gumiyo, “We’re seeing tremendous interest from the real estate sector for our mobile marketing services. Real estate pros are the ultimate self-promoters and they are fearless when it comes to trying new technologies that can help give them an advertising edge. By adding their Gumiyo Go Code keyword and MLS IDs to signs and ads, they instantly increase the power for those signs and ads to generate opportunistic leads.”
The move towards mobile marketing for realators could be accelerated by web applications such as the one from Cellyspace that allow estate agents to set up mobile advertising campaigns for each house they have for sale. The application will take estate agents through a step-by-step guide to creating an MMS campaign. This includes uploading and editing images, adding text, slides, video and audio to the MMS.
You then get the option of making your MMS public or keeping it private until you are ready. Once you are ready to continue you need to set up the keycode that your potential customers will need to text in order to receive your MMS.
Then all that is required of you is that you promote your keycode and people will start receiving the MMS with all the information on your property.
According to the co-founder of Cellyspace, Richard Eicher, “We use a ‘Pay for Performance’ model so realtors set their own promotional goals and only pay per message delivered. Market feedback indicates that reaching 100 live prospects for $20.00 is a very good investment.” [MobiAdNews]
Overcoming The Challenge Of Cultural Differences With Mobile Advertising
The more than 6.7 billion individuals living in approximately 200 countries on six continents around the globe constitute a vast human mosaic. The differences between people are enormous: different countries, races, climates, religions, ages, genders, languages, economic and education levels, different tastes and interests.
And yet despite these differences, the fact is that people everywhere use mobile phones. In this opinion piece, Guy Yaniv, VP and General Manager of Comverse MobileAd, discusses how mobile advertising can overcome the challenges of cultural diversity.
Mobile advertising: adapting to cultural needs around the world
In view of the profound differences between cultures, not to mention enormous variations between individuals within cultures, one might ask whether mobile advertising can adequately address the issue of human diversity in order to be universally relevant and effective. The wide variety of success stories around the world demonstrates how each operator adapts its mobile advertising to the cultural preferences and needs of its users.
Three selected examples illustrate the point:
• Virgin Mobile USA - Online Surveys: Virgin Mobile USA’s Sugar Mama plan enables users to earn free air time by participating in online surveys, interactive commercials, etc. This may be seen to reflect the needs and capabilities of an affluent and literate culture with advanced mobile devices.
• Vodafone Egypt - Free Call Me SMS: Vodafone Egypt accommodates the need for low-income individuals with basic devices to convey messages without paying for the call with their Free “Call Me” SMS. Now instead of calling and immediately hanging up when they want to be called back, users can send an ad-funded SMS, which is more acceptable to many users and more profitable for the operator.
• Swisscom - Video Heaven: Swisscom serves the needs of interests of its market by enabling users on the go to enjoy watching videos of their choice for free with its ad- supported mobile video offering for video-capable handsets.
Conveying the most appropriate message to each individual
Mobile advertising is probably better equipped to overcome cultural and other differences than any other form of advertising. Some of the key tools and capabilities that make mobile advertising uniquely able to properly address each individual anywhere in the world are:
• Intimate knowledge of the user/targeting: The unrivaled degree of intimate knowledge about each subscriber that the operator can possess includes: age, gender, income range, hometown and current real-time location, device type, usage habits and preferences, browsing and purchase history and more. While safeguarding user privacy, this knowledge can be used to target ads, delivering relevant and timely content to ideally suit each user. Everyone has an area of interest and will find certain ads pleasing; the key is smart targeting.
• Incentives and rewards: Everyone is interested in a good deal. Whether a user is affluent or struggling to make ends meet, ads become more relevant when they offer users value. Tailored to culture and to user interests and needs, incentives such as discounted or free usage of phone services (messaging, browsing, downloading…), coupons and bonuses can focus the culture-appropriate and personal needs of a wide variety of users. Enabling users to opt in or opt out to ad campaigns helps ensure that users get only the type of ads they want.
• A word in the hand - multiple channels: Whereas traditional advertising usually has a single way to deliver a message, mobile advertising has an unparalleled range of methods to deliver a message tailored to the individual directly into the user’s hand. Channels include: voice (eg visual voicemail, ringback tones), messaging (eg SMS text, MMS pictures and videos), mobile Web browsing (eg banners, interstitial pages) and audio/video streaming and downloads.
Through knowledge of the user and targeting, multiple channels give the operator a variety of ways to get the right message to the right person at the right time – with full sensitivity to cultural and individual sensitivities and preferences.
• Determining what works well - metrics: Mobile advertising is supported by highly precise tools for gathering, reporting and assessing effectiveness of ad campaigns (ad exposure, click-through rates). The scantily clad young women and rock music that are so successful in one market are anathema in another. Precise monitoring of user reaction to ads is one of the ways that operators can ensure that ads are culturally appropriate and optimally effective.
Political correctness and good business practice
Being culturally sensitive is more than just being politically correct — it’s also good business. Business is founded on relationships, and mobile advertising retains its value only if the relationship between the operator and user is enhanced.
Mobile advertising has the tools to achieve a high degree of cultural sensitivity and is proving itself around the world as equal to the task of meeting the very diverse demands of groups and individuals. [MobiAdNews]
Survey: Users Agree to Billing Discounts for Mobile Ads
By Jason Ankeny
Fifty-six percent of mobile subscribers would agree to view ads on their phones in exchange for a 25 percent to 50 percent discount on their monthly bill according to a new consumer study commissioned by open source solutions provider Transverse and conducted by market strategy consultancy iGR. Mobile subscribers under age 35 are most receptive to mobile ad discount incentives, the study reports, with users ages 18 to 25 most willing to trade the number of text messages sent/received--consumers ages 26 to 44 were most willing to view ads in exchange for discounts on voice services.
However, 46 percent of survey respondents said that while a 25 percent to 50 percent monthly discount is enough of an incentive to provide access to usage patterns including web browsing, messaging habits and location, those same discounts are not enough to convince them to share personal information including the content of texts and emails. [FierceMobileContent]
More Than 100 Million U.S. Subscribers View Mobile Ads in Q3
By Jason Ankeny
Mobile advertising awareness grew 33 percent in the first nine months of 2008 against a backdrop of six percent growth in mobile phone usage--indicating increasing spending on mobile advertising efforts--according to consumer research conducted by mobile community provider Limbo and market analysis firm GfK Technology. Nearly four out of 10 American mobile subscribers (roughly 104 million U.S. consumers in all) recall seeing mobile ads between July and September 2008, which Limbo says represents the first time mobile ad awareness cracked the 100 million customer benchmark in a fiscal quarter.
While 60 million consumers recalled text-based ads (a 42 percent increase in nine months), 31 million subscribers recalled mobile web ads. Limbo notes that the demographic breakdown of mobile ad viewers offers few surprises: 57 percent of subscribers who recalled mobile ads are male, 52 percent are between the ages of 35 and 64 (with 28 percent above age 50) and 68 percent are Caucasian. [FierceMobileContent]
Mobile Advertising Seen Increasing For Consumer Goods In Europe
It’s common knowledge that a lot of mobile advertising is actually for mobile products - downloads, entertainment, or mobile phones themselves. This appears to be changing in Europe, according to a new study released by comScore, which shows an increase in mobile ads for consumer goods such as food, clothing, and consumer electronics.
The comScore M:Metrics data shows that SMS-based mobile advertising for certain categories of consumer goods has grown very rapidly over the past year. For example, food advertising grew at a rate of 53%, followed by clothing/fashion at 38 percent and restaurants at 37 percent. Overall consumer goods SMS advertising grew by over 15% whereas advertising for mobile products actually fell by almost 10%.
The consumer response rate was also very good for certain consumer categories. 16 percent of those receiving an advert for a restaurant responded, and 13 percent of those receiving an offer for food, such as grocery coupons, responded. Response rates for mobile related products remained flat at about 4%.
Alistair Hill, analyst at comScore commented: “Mobile advertisers are beginning to show a higher level of sophistication in their targeting efforts, as the targeting criterion is no longer ‘has mobile phone’ but is based on knowledge of consumers’tastes and behaviors. Clearly, consumers are responding as the quantity of SMS ads decreases and the quality increases.” [MobiAdNews]
Mobile Ads Might Work with Teens
Their attention has a price
Nearly one-half of teen mobile phone users in the US said they would be at least somewhat interested in accepting mobile ads, as long as they got something in return, according to a September 2008 study conducted by Harris Interactive for mobile trade group CTIA.
Harris surveyed mobile users ages 13 to 19, and found that more than one-half of respondents were not interested in mobile ads, even in exchange for some type of incentive. Incentives are likely to be part of many mobile ad campaigns, because a majority of users are opposed to mobile marketing in general.
For the past three years, Synovate has surveyed mobile phone users in the US on behalf of the Mobile Marketing Association. Each year, at least three-quarters of respondents said they were not interested in mobile marketing.
It is easy to understand why marketers want to reach US teens through their mobile phones. Multimedia Intelligence said in June 2008 that there were more than 16 million mobile teens in the US.
And a full 71% of teens ages 12 to 17 surveyed by the Pew Internet & American Life Project and the National Commission on Writing for an April 2008 report said they had mobile phones.
Agencies and brands from all verticals rely on eMarketer Total Access for analysis and data. Daily articles are just the tip of the iceberg. Find out what you are missing. Learn more about Total Access today. [eMarketer]
UK Operators Cooperate Over Mobile Advertising Metrics
By Paul Rasmussen
The mobile advertising market has received a major boost with the UK's five major mobile phone operators agreeing to appoint the Internet Advertising Bureau (IAB) as the trade body responsible for measuring their advertising performance and success. The networks have also agreed to provide funding to the IAB as it expands its remit to include the mobile market.
The work will be undertaken by the Mobile Steering Group (MSG), a joint IAB and operator task force, to educate the advertisers and agencies about the benefits of mobile advertising, something that Vodafone, T-Mobile, Orange, O2 and 3 will be keen to look into. An IAB study published late last year concluded that the mobile advertising market was viewed in much the same way as online was at the turn of the century - lacking standards, measurement systems and case studies demonstrating its benefits.
To complicate this picture, the IAB will also work to standardise mobile advertising with the Mobile Marketing Association, and will partner with PwC to set up a scheme to evaluate how much the mobile advertising industry could be worth. Some analysts have attempted recently to downplay the hype surrounding mobile advertising by estimating that only £30 million a year is spent in the UK on this form of advertising. [FierceDeveloper]
UK Operators Cooperate Over Mobile Advertising Metrics
By Paul Rasmussen
The mobile advertising market has received a major boost with the UK's five major mobile phone operators agreeing to appoint the Internet Advertising Bureau (IAB) as the trade body responsible for measuring their advertising performance and success. The networks have also agreed to provide funding to the IAB as it expands its remit to include the mobile market.
The work will be undertaken by the Mobile Steering Group (MSG), a joint IAB and operator task force, to educate the advertisers and agencies about the benefits of mobile advertising, something that Vodafone, T-Mobile, Orange, O2 and 3 will be keen to look into. An IAB study published late last year concluded that the mobile advertising market was viewed in much the same way as online was at the turn of the century - lacking standards, measurement systems and case studies demonstrating its benefits.
To complicate this picture, the IAB will also work to standardise mobile advertising with the Mobile Marketing Association, and will partner with PwC to set up a scheme to evaluate how much the mobile advertising industry could be worth. Some analysts have attempted recently to downplay the hype surrounding mobile advertising by estimating that only £30 million a year is spent in the UK on this form of advertising. [FierceDeveloper]
Medio + AdMob Team Up For Mobile Advertising
At the CTIA show in San Francisco, Medio, one of the leaders in mobile search, announced a partnership with AdMob, the world’s largest mobile advertising marketplace. Under this agreement, AdMob will deliver targeted mobile search ads to consumers using Medio’s analytics-driven mobile search service.
AdMob currently delivers over 2 million banner and text ads per month, primarily served on over 3000 mobile web sites from around the world including AccuWeather, CBS, Weather Underground, Maxim and Peperonity. Sample AdMob customers include Coca Cola, P&G, Adidas, Ford, MSN, Paramount Pictures, Reuters, and MTV.
Under this agreement, ads from AdMob customers will now be served on the mobile search service provided by Medio. Medio’s Mobile Search platform was designed specifically for mobile, and combines an intuitive user interface with recommendation and personalization technologies. Medio’s search platform has been adopted by leading operators and publishers worldwide.
This seems to be a logical combination of skills. AdMob has been able to book an enormous amounts of ads over the past year, and needs to find high quality locations to place those ads. Medio has been growing their mobile search business, and therefore has an increasing amount of advertising inventory available, but has not really been able to grow a large sales team to sell advertising space. [MobiAdNews]
Forecast: Mobile Ad Revenues to Top $1.89B by 2012
By Jason Ankeny
Mobile advertising revenues in the U.S. are expected to top the $1.89 billion mark by 2012, galvanized by the ubiquity of mobile services and increasing consumer uptake of a variety of mobile data services and applications, according to a new forecast issued by market research firm Frost & Sullivan.
Citing mobile penetration rates closing in on the 85 percent mark and a consumer base of almost 250 million U.S. subscribers, Frost & Sullivan reports operators are developing ambitious new campaigns for both on-deck and off-deck advertising, seizing on advertising's abilities to subsidize content production costs and reduce service usage costs.
In particular, the wireless industry is paying particular attention to in-application mobile advertising off-deck. Frost & Sullivan adds that operators must be cautious in shielding subscribers from overzealous marketing efforts if providing advertisers with data on consumer demographics, location, handset and related parameters. [ABI Research]
Do Ads Fit with Mobile User-Generated Content?
Once, long, long ago, advertisers only had to worry what was on the facing page. YouTube educated the mass market about authoring and sharing user-generated content (UGC), and now advertisers are catching on, too.
One of the first global revenue forecasts for mobile UGC, from Juniper Research, projected that mobile UGC will generate $5.7 billion worldwide in 2012, up from $576 million in 2007.
Later research by ARCchart raised the estimate for mobile UGC to $6.6 billion worldwide in 2012, up from $700 million in 2007.
Clearly, mobile UGC spending is growing. But advertisers still face challenges in reaching consumers in highly personalized—and often unpredictable—UGC settings.
"At first glance, combining the viral characteristics of UGC with the targeting capabilities of mobile should provide a powerful marketing opportunity," says John du Pre Gauntt, senior analyst at eMarketer and author of the new report, Mobile User-Generated Content: Marketing 101. "However, mobile UGC does not easily lend itself to display banners, text links or other traditional ad units."
He adds, "Trying to shoehorn an advertising message that might not be precisely aligned with the ongoing consumer conversation is worse than rude—it is ineffective."
Nevertheless, smart marketers are beginning to address the distinct mobile UGC environment through contests, branded tools and other forms of digital collateral that add value to consumers' creative and distribution efforts.
"The two most important mobile UGC categories for advertisers to consider in the near term are social networking and multimedia authoring/sharing," says Mr. Gauntt. [eMarketer]
India Sees 40% Rise In CPM Rates in First Half of 2008
According to an interview published in ContentSutra, India’s Digital News Monitor, mobile CPM rates in India have increased by 40% in the first 6 months of 2008. The interview is with Abhay Singhal, Vice President of Corporate Sales at mKhoj, who also discusses conditions in the overall Indian mobile advertising market.
Other points raised in the interview include:
Mobile CPS rates have increased 50% during the first half of 2008. However prices in the Indian market are still lower than in other markets, and are expected to remain so.
The two most important things that mobile agencies need to do are first to make sure clients’ expectations are set correctly and then met; and secondly to educate clients on the key benefits of the mobile medium and then make sure the campaigns utilizes these benefits.
India is a “global friendly” market. Because of English being the primary language, India is a huge global content consumer, and vice versa. Content generated out of India is also consumed globally. [MobiAdNews]
Consumers Want Incentives to Respond to Mobile Ads
By Sue Marek
Mobile marketing and advertising messages are likely to get more response if they include an incentive for the consumer. In an ABI Research study conducted with consumers who have received text message-based advertising, 37 percent said they are more likely to respond to advertising if they are offered an incentive such as a retail coupon or a free song or ringtone. This compares with 11 percent who said that such incentives would have no impact.
Incentives that received the most positive response, according to ABI, were discounts and coupons for retail storefronts. In fact, 60 percent of those who were either neutral or open to potential text message marketing said that a discount coupon from a local retailer was the incentive that they would most likely respond too. [FierceMobileContent]
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