We’re at OMMA Mobile today where we just saw Jeremy Wright speak on Advertising on the 4th screen and win the longest title contest. The creator of Enpocket is now the Ad Business Global Director of Brand Solutions at Nokia. He did a great job of summing up the state of mobile advertising, here’s a recap:
First off, the forecast for mobile advertising worldwide is $500 billion by 2011. Why? Because mobile is so much that the other 3 screens are not. It’s social, personal, expressive, accessible, and portable. It also brings reach, entertainment, information, purchase, and interaction. But most key to advertisers: it enables acting on impulse, and “isn’t that what advertising is about?”
However, currently 3/4 of Americans are cynical about mobile advertising. However in Eastern cultures and emerging markets, they are much more open-minded. In Japan, China, and India, they see advertising as a way to improve access to information and entertainment. What can we do to change Western minds? Well, probably too much, they really aren’t that pessimistic. When you speak to people who actually user their phone, it’s quite the opposite. A survey out if the UK showed that people who used the mobile medium 3 hrs a day had no issue with banner ads, they were also positive about sponsorship ads, more so about idle screen ads, and most interested in LBS.
So what do consumers want from mobile? They want it all, and they want it for free. Ads can make that happen, but they must be relevant, rewarding, and integrated (advertising = content). Advertisers want good, quantifiable ROI. According to Wright, mobile ads run on Nokia are already showing great ROI: response 10-20% for 80 big brands.
However, agencies must create content that users are willing to seek out. Here are some things to keep in mind:
- Be Relevant: User + context + time + location are all data that we must use to better target consumers.
- Be Brief: it’s all about “snack culture”
- Capture Impulses: with response, voting, text to win
- Be Instantly Relevant: single, quick gratification will get the most response (i.e. wallpapers, ringtone downloads)
- Exploit unique features of mobile: this means coupons, local search, messaging, etc
Most importantly, mobile advertising must give users control and improve their lives.
0 responses so far ↓
There are no comments yet...Kick things off by filling out the form below.
Leave a Comment