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Mobile Advertising

Thursday Jul 24, 2008

AdMob Opens iPhone Ad Marketplace

Taking advantage of the phenomenal interest in the iPhone, AdMob has created a global iPhone ad marketplace featuring new interactive ad formats created specifically to take advantage of all the device has to offer.

These new ad formats will work in both a Web browser and native iPhone applications. They meld graphics with one of eight iPhone-specific actions that take advantage of an iPhone application's ability to provide one-click access to iTunes, the App Store, audio, video, making a phone call, maps, the Web or a custom interactive user experience.

Additionally, AdMob said that it's giving away $1 million worth of advertising to developers to promote their iPhone applications and services. Interested developers can apply for inclusion in the program at http://admob.com/iphone.

Advertisers already working with the new ad formats include Ford, EA, Land Rover, Jaguar and Universal Pictures among others. You can check out examples of the new ads in the video below.


Wednesday Jul 23, 2008

New IAB Report Educates about Mobile Advertising

Coincident with its mobile leadership forum on Monday, the Interactive Advertising Bureau released "A Mobile Advertising Overview." The new report, the first from the IAB focusing on mobile advertising, discusses how mobile is becoming a vital platform for interactive advertising and outlines the various opportunities available for marketers and advertisers.

The goal of the report is to educate media companies, agencies, marketers and users about the current options for mobile advertising and show how the mobile platform is a viable piece of the interactive advertising ecosystem. It includes a number of mobile ad campaign case studies designed to help marketers and agencies with campaign execution.

"A Mobile Advertising Overview" can be downloaded from www.iab.net/mobileplatform.

IAB: Mobile ROI, Budgets Growing

At the Interactive Advertising Board's Leadership Forum: Mobile seminar in New York, several mobile experts said the medium is increasingly going mainstream and is proving more effective than traditional channels, MediaPost reports.

For marketers, "the key is to figure out 'what am I providing to the consumer that's useful' and they will follow you," said Vladimir Edelman, CEO of Ansible, Interpublic's mobile marketing agency, in the article. That means tailoring campaigns to take advantage of the specific advantages of cell phones. (And no, that doesn't necessarily mean to get all creepy and track a user's every move.)

Eric Bader, president and co-founder of mobile marketing firm Brand in Hand, gave an example of a mobile campaign for Tide, which offered on-the-go tips on how to treat certain stains. And moderator Julie Ask, a research director at JupiterResearch, said half of marketers surveyed by Jupiter say they are spending $50,000 or less on mobile campaigns, the report said—although Bader and others are seeing some mobile budgets in the $250k to $750k range as well.

Tuesday Jul 22, 2008

T-Mobile U.K. Ad in Bad Taste?

T-Mobile_UK_Cow_Ad.jpg

We're not quite sure how to tackle this one, so we're just going to put it out there. MediaPost reports that T-Mobile's recent U.K. ad may be, um, testing the bounds of good taste:

"In 'More minutes for 30 pounds,' a veterinarian wearing a long yellow glove apparently puts his arm up a cow's rear end, searching for a better deal than most mobile companies offer."

The report said that the campaign, which was created by ad agency Saatchi & Saatchi, takes a different approach than their ad running in the U.S.—we'll say!—though both "focus on consumers finding more minutes to talk to their hearts' content."

Amy Shea, EVP at marketing research firm Brand Keys, said in the report that most U.S. consumers would accept the UK ad, mainly because cows are not considered pets. "For most of us, they are food, and we won't respond the same to a bovine with a sardonic look as we do to Fluffy or Rex in any sort of distress," she said in the article. "There also is a rather large contingent that likes humor. This certainly fits, or should I say the glove fits."

If you REALLY want to see the video, click Continued... and don't say we didn't warn you.

continued...

OMMA Panel: Mobile Not Ready for Behavioral Marketing

According to panelists speaking at the OMMA Behavioral conference on Monday, behavioral marketing via mobile devices is still a few years away, MediaPost reports:

"Consumers are increasingly using mobile devices to access the Internet and make online purchases, creating trails of data detailing their Web behaviors. And in theory, mobile devices offer a geographic component for behavioral targeting," according to Elgin Kim, the head of sales, West, for Nokia Interactive. Kim also said that Nokia achieved 40% conversion rates with ads based on behavioral data, specifically about people who watched movie trailers on their cell phones.

But the report said that mobile advertising is still in its infancy, and simply does not offer the scalability and capabilities needed to make behavioral marketing profitable, as other panelists countered at the conference. "I don't know if mobile advertising is even there yet at the basic level, so behavioral is probably a subject for a couple years from now," said Chris Hansen, vice president of performance marketing for 360i, according to the article.

As it stands, only one fifth of U.S. cell phone users receive a marketing text message of some kind in a given month, versus three quarters in Europe, the report said.

IAB: AT&T, Virgin Mobile USA Talk Up Mobile Ads

iPhone app store722(2).jpgJordan Berman, executive director of media innovation for AT&T Mobility, and Scott Kelliher, director of mobile advertising at Virgin Mobile USA, represented the carrier segment at the IAB's Mobile Leadership Forum. AT&T may have the iPhone and 71 million subscribers compared with the MVNO's five million or so customers, but when it comes to mobile advertising, both companies recognize that the key to success is recognizing that the consumer is at the heart of the situation.

When questioned about the most pressing mobile advertising issues facing their companies, Berman listed trying to align the entire organization to focus on the advertiser as a new type of customer and then connecting the advertiser to the subscriber "in a way that results in deliverables." Being much smaller, Virgin is working with its customers to come up with different ways to offer the branded content they want, Kelliher said.

virgin mobile slash722(2).jpgBerman brought up the "halo effect" AT&T - and its rivals - are seeing thanks to the iPhone. He pointed out that Apple's iPhone not only creates more visibility for AT&T, but for the mobile Web as a whole. It "raises the bar," he said with a cringe for invoking AT&T's wireless ad-speak, and said that consumers with other phones are now looking at their devices and wondering if they can access the Internet.

Kelliher concurred with Berman, noting that the iPhone also made Virgin's customers look more deeply into their phones to see what they can do.

Mobile Ad Bits: Snacks from IAB's Mobile Leadership Forum

Throughout the various sessions at the IAB's first mobile advertising event two themes resonated: "It's all about the consumer" and "the real impact of mobile advertising is what happens after the click-through."

Some other takeaway snippets from the forum, which was held in New York on Monday.

Gary Schwartz, president and CEO of Impact Mobile noted that the role of mobile advertising is to take all the marketing material that's out there and make it clickable.

Mike Anderson
, lead consultant for Live Nation's ConcertVision program, discussed how his company, the top concert promoter, has already embraced mobile and has plans to integrate it even deeper into its business model.

To read about it, and other tidbits from the conference, click continued.

continued...

Behavioral Targeting: 'It's Only Going to Get Creepier'

Minority_Report.jpg

Behavioral targeting is a buzz word in mobile advertising these days. Cell phones give advertisers access to data they've never had before, since they can not only track local searches, what videos a subscriber watches, and so on, but they also can potentially access the handset's GPS chipset.

So we're not surprised that David Martin, the director of interactive media for Ignited, predicted "It's only going to get creepier" during the OMMA Behavioral conference on Monday, MediaPost reports. He said that "today's behavioral marketing is just a taste of what's to come."

On the plus side, Martin emphasized that marketers will also move to moderate the discipline in ways that protect privacy. Still, Martin said that "Minority Report isn't so far away," including the delivery of behaviorally targeted advertising in public places, according to the report.

continued...

Monday Jul 21, 2008

GigaOM: Silicon Valley Should Be Worried

GigaOM has a bleak report about the state of Silicon Valley—just the thing for a cheery Monday morning. "At the turn of the century, everything went to hell with the dot-com bust," the report said. "Then the pendulum started to swing the other way; the pessimism that once reigned supreme was being replaced by wild-eyed optimism. Now Silicon Valley is in for a long-overdue reality check, one that should worry one and all. Why? Because the news coming out of advertising-focused companies is not good."

Despite our sarcasm, the report may be on to something. It goes on to list several examples of bleak earnings reports from stalwarts such as ValueClick, Time Warner's Platform-A, Microsoft, and even Google, who reported 39 percent profit growth but still fell short of analyst expectations with regard to online advertising. A drop in online and mobile advertising would have repercussions throughout the tech industry.

Friday Jul 18, 2008

Gimme Free Content and I'll Watch an Ad

Eighty-eight percent of mobile phone users in the UK are willing to view a brief pre-roll ad if it means they get the content for free, according to a recent survey conducted by Dynamic Logic on behalf of 4th Screen Advertising.

citroen.jpgThe study, which ran from March 31-May 9 in an effort to test just how effective pre-roll commercials are, included 15-second ads from Citroen and LG, among others.

Viewer response was "very positive," especially from the highly coveted young male demo, says a NetImperative report on the research.

Some 59% of the participants said they were more interested in the brand after watching the ad, and 62% said the mobile ad "gave a good impression of the brands being advertised," according to the article.


Previously

Mobile Posse Adds Sports with STATS

AdMob: Mobile Web Traffic Up 104% in Past Year

MacShane: Location-Based Services Key to Mobile Marketing

For Teens, Mobile is the Future

Greystripe, Celltick Team on Mobile Advertising

Mobile Advertising To Hit Australia in a Big Way

Mobile Marketing Investments Slow in '08: Report

AdMob: 249 Million iPhone Ads Served

WebWare: Mobile Analytics Matter

Action Engine, Millennial Media Team for In-App Ads

Ad Money Going Mobile

Stunning Revelation: Social Networking Ads "Equally Horrible"

PGA, Anheuser-Busch Launch Mobile Campaign

Mobixell Secures $6 Million

AdRBT Turns Ringback Tones into Ads

Nuance Testing Sponsored Keywords

Critical Path Unveils Ad Solution for Messaging Platform

Nike Goes 3D with Mobile Soccer Shoe Ads

Celltick Invades Mongolian Cell Phones

Amobee Lands Telefonica

Men's Health with Interactive Ads Hits the Stands

Quattro Wireless Adds Fandango, Hollywood.com & More to Ad Network

Publicis, Yahoo Ink Mobile Ad Pact

Greystripe Expands Advertiser Options

AT&T Mobile to Sponsor Warped Tour

Digital Sidebar Inks 'White Space' Ad Deals with Movie Studios

Yahoo Mobile Search Now Reaches 600 Million Subscribers

Sidebar Ad Platform Takes Advantage of Phone's 'White Space'

Alloy Access and Real Content Form Mobile Alliance

Mozes Signs Sony BMG

Ad Execs Trumpet Mobile Media Opportunities

Puma, UEFA Kick It Up with Mobile Campaign

Nokia Debuts Mobile Advertising Alliance

Go2 Media Launches Animated Mobile Banner Ads

More Brands Trying Mobile Marketing

Broadcaster Media Puts the SMARTS in Mobile Campaigns

Ringleader Starts Mobile Ad Blog

New AdAge Mobile Targets iPhone Users

Greystripe Delves into Mobile Gamer Data

16-35s OK with Mobile Ads if Services are Free or Discounted

MyScreen Rewards You for Accepting Ads

ComScore Buys M:Metrics

Mobile Entertainment Market Still Growing

Nielsen Company Extends @Plan to Mobile

US Cellular Taps JumpTap for Mobile Search, Ads

Yahoo Does Ad-Funded Texts with 4INFO

AT&T Mum on Wi-Fi Hotspot Program

Mobile Ads Still Years Away from Breakthrough: Report

Spending on Mobile Search Ads: $445 Million in '08

Microsoft Adds Banners to Mobile 'Live' Offerings

AOL's Platform-A Gets Exclusive with Virgin Mobile USA

Skweezer, Smaato Team for Mobile Banner Ads

Velti, Vantrix to Offer Mobile Ad Platform

English City Launches Mobile Info Blasts

Mobile Banners Good for Brand Recall

Cellufun Adds Real Stores To Mobile Virtual World

Bango Analytics Helps Compare ROI

VoodooVox Pushes In-Call Ads

Text Fudgie, Get Ice Cream

Taco Bueno Says "Si" To Mobile Coupons

FTC Receives Complaints About Mobile Marketing

Vitaminwater Uses Mobile Coupons To Quench Thirst

Accenture: Ad-Supported Content Will Dominate

JupiterResearch: Advertisers Should Get in Mobile Now

Celltick Fills Idle Screen for Dialog

Mobile Ads Drive Jaguar WAP Site Visits

AccuWeather.com to Launch Ad-Supported Mobile Forecast Videos

MMA Gets Specific with Ad Guidelines

Rich Mobile Advertising To Near $2.8 Billion by 2012

SMS Polls Drive New Volkswagen Campaign

Rolling Stone Testing Interactive Print Ads

New Line Learns Mobile Ads Are Effective

Unicast Adds Online-to-Mobile Messaging

Mobile Marketing Association Announces Guidelines

Google Adds Images to Mobile Ads

GoldSpot Lets Providers Trial Mobile TV Models

Surprise: Google Most Valuable Brand

Mobile Advertising: $7.6 billion by 2013

Like that Brand? Crush it. Don't Like it? Flush it.

Nokia Tests Ads in WidSets

Study: Unfamliarity Biggest Hurdle for Mobile Ads

Pepsi Launches Mobile Campaign in China with MyClick

HipCricket Gets Hip To Hispanic Marketing

McDonald's Uses Mobile Coupons To Push Iced Coffee

Poll: 60% of Large Firms to Cut Marketing Budgets in '08

MobiVentures Spends $7.8 million on Purepromoter

Yahoo Standardizes Digital Ad Platform

MMA Backs ioglobal's Third Screen Trial

QuickPlay, Amobee Team on Video Ad Service

AdMob Serves Up 20-Billionth Mobile Ad

Myxer: Ringtones + Branding = BrandTones

AdAge: 2008 Isn't Mobile's Year, Again

Web Users Don't Like Being Watched

Mobile Ad Spending to Hit $19B in 2012: Report

Local Wireless Rings Up Ringleader for Mobile Ads

Pringo, Mozes Bring Marketing to Mobile Communities

Orange UK Sings Ad-Funded Music Tune

Didmo Ad-Wrapped Games Coming To US, UK

Relevantis Unveils First Android Ad Platform

Medio: Search Makes for a Better Mobile Experience

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MobileContentToday is a blog about mobile content

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Susan Schrank

Contributing Editor:
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