Innovative technologies to enhance television advertising
February 20, 2012 Mobile Leave a comment
Advertisers look at ways to add a 3rd dimension to TV ads. No special glasses required, just your smart phone. Including a product specific mobile landing page linked to a QR code in TV ads is a great way to reach smart phone owners. Combine that QR code with a mobile short code and easy to read keyword and you reach an even broader audience. Instantly deliver product details, special offers, dealer locator and a buy now button. Contact ApolloBravo for more info on linking our ShortQR codes to a mobile optimized product specific landing page with buy now capabilities.
Via WARC NEW YORK: A majority of US brand owners are interested in exploring innovative technologies and services to enhance their television advertising, a study has found.
The Association of National Advertisers, the trade body, and Forrester Research, the insights group, surveyed 124 advertisers in 16 major industries in the US.
Overall, television should take 47% of media expenditure this year, a figure which had grown by six percentage points compared with similar analysis published in 2010.
Some 76% of respondents reported that media budgets will be “stable” in 2011. Another 62% thought their media agency was well-equipped to help them exploit the changing viewing trends and possibilities which are currently observable.
Among the shifts set to reshape the TV market this year is the rising uptake of alternative measurement methodologies, to be coupled with existing data from Nielsen, which remains the most trusted source.
For 72% of interviewees, the quality and accuracy of information provided by set-top boxes, for example those offered by TiVo or Apple, is likely to improve in the next few years.
An additional 47% stated that unique visitor or viewer numbers would eventually become the industry standard for measuring audience figures across different channels. Advertisers expressed rising confidence in set-top box technologies capable of targeting ads at specific customer segments. Nearly three-quarters of marketers had a “strong interest” in this area.
Elsewhere, almost half of participants are testing or plan to utilise “advanced” television advertising, such as by including interactive features in spots on video-on-demand platforms or cable stations, in the coming 12 months.
A further 18% of the panel had already leveraged “synchronised” ads on at least two screens – say, PC and television – while 31% expected to deploy this kind of model in 2012.
In all, digital is still the top priority for advertisers, 70% of which will spend more on web ads in 2012. Social media and mobile came next in this list.
Indeed, ads on the latter channel were the main video alternative to linear 30-second spots when contributors considered areas where they were likely to boost expenditure in 2012, the study said.
Data sourced from Forrester; additional content by Warc staff, 20 February 2012
"It’s on Sale" The mobile opportunity – people are buying now
July 31, 2009 Mobile Leave a comment
Retail Mobile Coupons are a idea who’s time has come. Borders Books UK had a 69% opt-in rate for mobile coupons, among existing e-mail club members! This was with no in-store promotion. Why, because they are easy to use. No need to print them, they are with you when you need them, they are green and they are linked to a loyalty card, so you can leave that home as well. I am not sure about you but it is not very often I would print out an e-mailed coupon fold it up and put it in my wallet. Mobile just makes more sense as a consumer and as a marketer.
With the advent of digital signage in is also easy to opt people into your club just by texting, in store, no plastic, no paper, no mailings. Need more convincing read this article for Mobile Marketing Profits.
“Is it on sale?” The mobile opportunity – people are buying now from Mobile Marketing Profits
In today’s market, consumers are thinking twice before they buy almost anything. “How much do I need it?” “Do I need it all, or do I just want it?” “It is on sale?” Questions people ask when they’re uncertain about their own economic futures.
This “Is it on sale?” thinking presents an ideal opportunity for mobile marketing to worried consumers. For example, if a consumer has a genuine need and desire for a purchase more complex or higher value than an impulse buy – anything from an upgraded mobile phone to a new car – they may repeatedly pass up that item at full price, or even with some discounting. Stretching their spending dollars by waiting for a better deal is a safer move in a tight economy.
But what if that same consumer were to receive a coupon on their mobile phone while they were out shopping? Not a printed coupon sitting at home with the unopened mail, or an email coupon waiting in a distant inbox to be printed out and stuck in a purse or a pocket. Rather, a targeted offer made to the right consumer at the right time, in the right place.
This sort of precision targeting has been the promise of mobile marketing for many years, but few companies have yet to fully leverage such a strategy today. Confusing opt-in/op-out rules for commercial SMS messages, platform compatibility issues with sending MMS coupons to different families of smartphones, divergent carrier support for standards and commercial traffic – all of these factors and more have served to discourage corporate involvement in robust mobile couponing.
Yet there are best practices and design solutions which can work with all of these impediments to transform them into success factors. An inbound mobile marketing campaign driven by point-of-sale signage and advertising placements combines the consumer opt-in process with the marketing contact. Use of well crafted standard SMS messages (text-only) sidesteps MMS and barcode compatibility issues to reach all SMS-capable phones. Even minimal integration between the messaging gateway provider and your own retail management systems can provide end-to-end accountability and realtime program ROI.
You as a mobile marketer need to keep the following things in mind when pursuing this kind of program:
- How will the consumer become aware of your campaign?
- How will you obtain their permission to interact?
- How will the offer be redeemed at the point of sale?
By offering consumers mobile coupons, businesses can create stronger customer relationships while giving consumers what they want, resulting in increased satisfaction, and increased profitability.
“Is it on sale?” The mobile opportunity – people are buying now from Mobile Marketing Profits
Want to learn more about Mobile Coupons Contact ApolloBravo and ask about our Loyalty Link Program with integrated digital signage.
Great Survey Results: US Smart Phone Explosion Text and Web Usage 2009 Executive Summary
June 24, 2009 Mobile Leave a comment
Contact ApolloBravo for information on integrating SMS Text, text-2-win and mobile coupon campaigns with the mobile web.
TheHill.com – Texting the new political Super Weapon
March 13, 2009 Mobile Leave a comment
Textings Political Triumph by Ben Goddard
New media came into its own during the 2008 campaign with the successful use of the Internet for organizing, communicating and fundraising. Many proclaimed the new age of digital campaigns was upon us. Well, we haven’t seen anything yet. Phones are taking over as the cutting-edge political communication device — and I don’t mean those old-fashioned phone banks with their push polls, voter ID and GOTV calls that interrupted so many pleasant dinner hours or favorite TV programs in the past. Those anonymous rooms filled with rows of paid phone operators with their voter registration lists are being pushed out of the game by mobile media.
Mobile phones deliver a reach never before seen by any medium. Eighty-six percent of the U.S. population has a cell phone, providing more reach than cable TV, home Internet access and personal computers. There are more wireless devices in use than televisions and computers combined — and those numbers are growing most rapidly among Latinos, millennials and Americans over 30 years of age.
Of the 262 million cell phones currently subscribed in the U.S., over 95 percent are SMS-capable. Americans using those phones send some 70 billion text messages each month. That is a lot of communication going on out there. Most frequently, text messages are sent and received by younger Americans. Over 75 percent of 18-to-29-year-old mobile phone users are frequent users of text messages. But it’s not just a young person’s game. The fastest-growing group of texters is “soccer moms” who have figured out the best way to reach kids who don’t return calls to their cell phone is via text. As those moms have become more familiar with texting, they’ve used it to reach their peers, creating a viral growth in text messaging among adults, in particular opinion leaders who are so valuable to an issue advocacy or political campaign. They have quickly adopted texting as a quick, easy and reliable way to communicate throughout their busy days. Research, admittedly conducted by mobile marketers, shows that 94 percent of text messages are read.
About five times as many people respond to mobile messages as compared to traditional, off-mobile call-to-action campaigns.Public officials have now begun to endorse mobile media as well. It is difficult to send an e-mail from a Metro car, for example, but simple to text one word and four digits of a short code. The person sending the text gets an immediate response and an invitation to join a movement for change.
In the 2008 presidential campaign, Republican nominee Sen. John McCain (Ariz.) experimented with pages on Facebook, MySpace and other social-networking sites, without great success. Now-President Barack Obama did a better job by producing great content and engaging visitors in a dialogue. Obama even used text messaging to announce Delaware Sen. Joe Biden (D) as his vice presidential choice and to promote some events. In the few short months since the Obama/McCain campaign the technology has become more sophisticated and the users more engaged. The potential uses of mobile media are virtually unlimited.
Look for more and more cell phone messages in the 2010 campaign and in issue advocacy efforts in the months ahead. The technology is opening up whole new communication channels. But, as always, the tool is only as good as the message it carries. The challenge for political practitioners will be to devise creative messages that make best the use of all those phones.Goddard is a founding partner of political consultants Goddard Claussen.
Read more http://thehill.com/ben-goddard/textings-political-triumph-2009-03-11.html
Gossip Girls take mobile blogging, texting and pix sharing to new level.
November 4, 2008 Mobile, Social Leave a comment
The wardrobe on Gossip Girl isn’t the only thing that changes with the seasons — for season 2 everyone showed up with a new cell phone. Serena, Blair others take mobile multitasking to a new level. CW Network also uses extensive mobile marketing tactics to promote the show.
Contact ApolloBravo for the latest methods to reach the smart phone consumer. www.apollobravo.com
[via Geeksugar] & textually.org
Obama Counts on Text Messages to Drive Turnout of Youth
November 4, 2008 Mobile, Social Leave a comment
Barack Obama’s campaign is counting on a potent new weapon for Election Day: the humble cell-phone text message. Bloomberg reports.
Texting may do for the Democratic presidential candidate what arm-twisting precinct captains did in years past: prod millions to get out and vote. The Obama campaign plans to use the millions of cell-phone numbers it has amassed over the past 22 months to blast its supporters with that message today.
The biggest concern for the Obama campaign is getting young people — who have registered in record numbers and shown unprecedented interest in surveys — to turn out. In 2004, only 45 percent of those under 30 showed up to vote, according to Census data, making them just 16 percent of the electorate that year.
… Studies show that texting is among the most effective and cheapest ways of getting supporters, particularly blacks, Hispanics and younger voters, to the voting booth.
Photo of a line of voters stretched around the corner at a polling place this morning from The New York Times. Read More http://www.textually.org/textually/archives/2008/11/021660.htm
Contact ApolloBravo for the latest on Political Mobile Strategy www.apollobravo.com
