Want mobile ad click-thrus? Then go Symbian

In spite of the fact that the iphone/ipod touch has a high internet browsing rate, it would seem that it is the Symbian mobiles which include many Nokias, that get the highest click-thru rate on adverts. Mobile ad optimiser, Smaato looked at the average click thru rate of over 3 billion served ads. Using that as an index of 100, they found that Symbian handset users rate was an impressive 169 points. iphone was the next best at 119. Blackberry, in particular, showed a low index score.
More information on Smaato’s site here.

Mobile Ad Spend up 42% in 2010 …

… that’s according to an article at emarketer.com.

A senior research analyst has predicted the market for the next five years as growing at the following rate:

2009 : $416 million
2010 : $593 million
2011 : $830 million
2012 : $1140 million
2013 : $1560 million

That’s great new from the industry, and who am I to question a senior analyst in a reputable online research company?

However, I would always recommend taking these kinds of figures with a pinch of salt. I can see that there are grounds for this prediction: Google’s acquisition of Admob for $750 is a good argument in favour of mobile advertising’s rise. However, is $1.5 billion by 2013 actually a realistic figure? Who knows? What I do know is that predictions like this get bandied around the industry and quickly become irrefutable facts that are often quoted. Yes, mobile advertising will grow, but I would suggest taking this kind of analysis with a pinch of salt.

Google to acquire Admob

The announcement that Google is to acquire Admob for $750 is significant news for the mobile advertising sector.

admob

Admob has had good success in the mobile pay per clicks market and benefited from the growth in smartphones such as the iphone and Blackberry, along with increased flat rate data plans. Google has made a substantial investment in the mobile sector, particularly with their mobile OS, Android. However, it hasn’t made any significant advances in the mobile PPC market. Similar to it’s policy with YouTube, Flickr, Blogspot etc, Google has acquired a leading player in the market through Admob.

A statement issued by Google said that: “While this industry is still in the early stages of development, AdMob has already made exceptional progress in a very short time,”

The feeling amongst industry experts is that it is good news all round. It demonstrates Google’s committment to mobile and Admob’s success in the market.

Are Coca-Cola Missing a Trick?

Coca-Cola have announced that they are to give away phone credits through their latest promotion on Dr Pepper and Sprite.

This is an interesting move, as it is the first time that a promotion has given away phone credit. Previously it has been difficult with the operators, as there has been no mechnaism in the UK to give credit to a third party. However, Coca-Cola have been able to make arrangements with the mobile operators to do this. It also makes it possible for other brands to follow. The offer for free phone credit may prove to be very attractive to consumers. It’s the next best thing to ‘free money’.

On the downside, the offer can only be redemed through traditional media, such as post or through outlets. Perhaps if Coca-Cola had used SMS as a method of redeming the credit (for example, by texting a voucher code to a shortcode number), they could have created one of the most successful campaigns of the summer. Maybe they should take a leaf out of Walker’s Crisps marketing books, who ran one of the most successful UK mobile marketing campaigns earlier this year.

Is mobile spam on the increase?

According to a recent article in The Observer Cash section, unsolicited mobile marketing (spam) is on the increase.

As there is little data collected in this area, it is difficult to know if this really is the case. We have decided to run a survey to see if people perceive an increase in mobile spam and what they feel about mobile marketing in general.

Please click this link to take our mobile spam survey. Answers are anonymous, and we will publish the results or email them to you (should you wish to provide an email address).

UK mobile advertising shows massive rise

the IAB (internet advertising bureau) has just released figures on it’s study in UK on mobile advertising. The results show an increase of spend nearly 100% between this year and the previous one.

As much as anything else, users with flat rate data plans has increased by over 100%, thus increasing the number of people who use the mobile internet.

Mobile search advertising was estimated to be worth £14.4 million and mobile display worth £14.2 million.

Exciting news? Well, yes and no. It’s exciting to see such an increase in spend, but just under £29 million per year spent on mobile advertising is tiny compared to almost any other media, including online search. Unlike the report, which claims that mobile advertising has come of age, there will need to be a few more years of significant increase before it can claim to be on a par with other advertising media.

Taking it personally – the problem with mobile marketing

Marketing to mobile can generate some good responses. With the current economic situation, mobile offers new opportunities to reach customers and reduced marketing costs. The results from mobile marketing can also be very effective, with response rates over 8% being generally measured.

However, anyone looking to run a mobile campaign needs to seriously address the way it is run, who they are contacting and the offer is.

Mobile phones are devices that most of us have with us most of the time. There is a strong sense of identity attached to our mobiles – the type of handset (‘I have an iphone’ etc), wallpaper or ringtone is as much a part of our identity as the clothes we wear. What’s more, it’s the device that we contact our family, friends and loved ones on.

Whatever the marketing campaign, be it SMS, mobile sites or Bluetooth proximity marketing, sensitivity to the mobile user is paramount. Imagine if you are waiting for an SMS from your partner and a marketing text arrives on your phone? It’s going to annoy the user and put the brand in a very poor light.

A recent discussion amongst technological savvy mobile users about mobile marketing generated many responses like these:

‘Its like the people in the street who try to thrust leaflets on us, except its just about possible to dodge them.’

‘I have received two text messages from businesses I was walking past, both offering immediate discounts. I can think of no other way to more effectively ensure that I will never do business with either establishment again.’

‘If anyone sent a message to my cellphone or other device just because I walked past their store, billboard, advertising poster, etc., they would lose my business forever.’

It is unlikely that a billboard, direct mail or TV ad could cause as much offence, purely from attempting to contact potential customers.

You may think therefore, that mobile marketing is likely to upset customers too much or it is too fraught with problems to run a campaign. However, the highly personal feelings about mobile can be used to great effectiveness. There are many examples of mobile marketing campaigns that have generated an excellent response.

The key is to ensure that it is permission based, highly targeted and offers a real benefit to the customer or potential customers.

Gaining permission often requires more than a simple ‘soft opt in’. It is important and beneficial to get a clear consent from a customer to send them marketing information to their phone. That consent should also be recent. If they opted in 12 months ago then you would need to get their permission again.

Well targeted campaigns means sending the right type of content on the right day at the right time.

The benefit comes from giving your users a clear offer – discounts, free products or mobile content are all examples of offers that work well.

So, mobile marketing has it’s benefits, but working with experienced professionals to deliver campaigns can ensure that you are effective in what you do.