As follow up to previous post about Mobile Marketing & Advertising, a new research from Forrester shows that 79% of mobile users are annoyed with mobile ads! Well, it's fun to be right – I mentioned before that the mobile industry is jam-packed with terrible (now annoying) marketing guys!
While tragic, it also offers a BIG opportunity to all mobile ad agencies and even to major ad companies exploring mobile marketing/advertising. The quest to be the best mobile marketing company is still ongoing. Today, more mobile users are now engaged in SMS and mobile Internet.
The main message to mobile advertisers, according to Forrester, is not to quit but:
CUT THROUGH THE CLUTTER and FOCUS ON VALUE, NOT INTERRUPTION!
Although 79 percent of consumers find the idea of mobile ads annoying, early efforts at mobile marketing have revealed that consumers will happily engage in campaigns as long as marketers deliver valuable information or content. According to a new report released by Forrester Research, Inc., a growing number of consumers are shifting from voice-only mobile services to other activities, creating a viable audience for mobile marketing. Thirty-five percent of US households that own a mobile phone currently engage in text messaging and 11 percent access the mobile Internet.
In contrast to other channels, mobile is highly integrated into people's daily activities and physical environment. This means that marketers can embrace the real-world connections with relevant location-based services and campaigns that tie mobile and on-premise advertising.
Contrary to popular misconception, there are effective mobile ads like the one from McDonald's:
To increase late-night visits, McDonald's placed mobile ads on mobile Web sites, like Match.com, which are frequented by young consumers. McDonald's saw higher-than-average click-through rates due to a highly relevant offer: mobile coupons valid between 9 p.m. and 4 a.m. for one night only.
Via TMCnet
April 17th, 2007 at 10:00 am
Yeah certainly, I receive about 2 a day, and they’re from my service provider!
April 17th, 2007 at 2:03 pm
They are really annoying and you can’t do anything with them!
April 17th, 2007 at 3:17 pm
The mobile marketers have got it all wrong. The advertising should be directed to persons standing near the mobile phone user, by rotating the main screen of the mobile phone to face outward and temporarily suspending hands-free functionality. In this way the ad will be approx eye level with anyone nearby, and likely reach persons of the same demographic as the user (“birds of a feather”, etc.) Additionally the subscriber will receive free/discounted talk time etc for allowing his phone being used to present the advertising.
No one will care how much advertising is presented on their mobile phone, if they do not have to look at it, and they are receiving something for it.
April 17th, 2007 at 3:18 pm
The mobile marketers have got it all wrong. The advertising should be directed to persons standing near the mobile phone user, by rotating the main screen of the mobile phone to face outward and temporarily suspending hands-free functionality, and switching output to a second earpiece (opposite the main screen). In this way the ad will be approx eye level with anyone nearby, and likely reach persons of the same demographic as the user (“birds of a feather”, etc.) Additionally the subscriber will receive free/discounted talk time etc for allowing his phone being used to present the advertising.
No one will care how much advertising is presented on their mobile phone, if they do not have to look at it, and they are receiving something for it.
April 19th, 2007 at 6:43 am
Mobile advertising done right can play a crucial role in bringing quality content. For companies like Cellufun, the goal is to bring contextual advertising and product placement to games, and to make the overall presentation to the game player both usefull and non-intrusive, and we have stuck to that princple througout
April 19th, 2007 at 5:16 pm
In a way, you’re all right. They can be intrusive, but if contextually relevant, advertising can and will always be effective in any medium. The mobile space is in interesting times and with spam and pop ups already upsetting internet users, it already has 2 strikes against it. I look forward to seeing how it all pans out.
Money has to be made, and whether it’s done through advertising on Cellufun or through a subscription-based service like The Mosio Project, consumers will ultimately decide.
Right now 79% of them polled are saying they are annoyed, which means there is room to grow!
April 3rd, 2008 at 1:56 am
yeah, others look spammy.