iMedia Panel: Mobile Case Studies

by Brian Reich | 28 Mar 2006, 2:00am

Mike Baker, the President and CEO, EnPocket, presented some new information about mobile.   Here are my notes:

- Mobile phone ranks second in importance, only TV beats it out.   Among young people, mobile ranks second to internet.   Awareness, Purchase intent and engagement are all higher through mobile.     Response rates are higher also (online banner - .25% vs mobile marketing - 6.5%)

- Mobile provides a lower cost of delivery, no print or postage costs, immediate fulfillment, etc. - that makes it the future of advertising.
There are three mobile formats to consider:

- Text messaging: Options include text to win, polling, mobile coupons, voting, alerts, and trivia.   About 40% of people who have mobile phones have sent a text message in the last 30 days.   For 18-34 year olds, the number is closer to two thirds.   20-30% of people have sent a mobile picture in the last 30 days (over 30% among young people).   15% have use mobile internet in the last 30 days (25% among young people).   Untargeted response rates: 1-5%.   Targetered response rate: 30-35%

- Mobile Internet Ads: Options include Store locator, text links, click to buy, click to sms, sponsored content, click to call. Untargeted click through: 1-6%.   Targeted click through: 10-24%

- Multimedia Messaging (MMS): Options include: Audio, Rich Graphics, Video, Reply to Buy, Click to mobile internet, slideshow style.   This is a native mobile ad unit - requires you to attract/grab attention in 15 seconds.   Hard to do, but if you can, this is very effective.   Example: sending movie trailer, combined with theater locator, coupons, etc.   Untargeted advertising response: 1-5%.   Targeted advertising response: 20-50%

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