Aerodeon has been invited for the second year running to judge the Vodafone Mobile Marketing Awards in 2008. The awards recognise a number of achievement categories including "Best use of Mobile for Branding" and "Best Agency" along with new categories that applaud the efforts of mobile content firms to build brands.
For the first time in its history the Design & Art Direction Awards - the most coveted creative award in the advertising industry symbolised by the legendary 'Pencil' - will include a mobile category. Aerodeon Creative Director Kieran Bourke has been selected to sit alongside representatives from Procter & Gamble and Diageo to judge the entries in the summer of 2008. These awards show that mobile advertising has reached such importance in marketing communications planning that it warrants global creative peer review.
The IPA has formed a working group dedicated to mobile marketing as it continues its march into digital.
The group is chaired by Kieran Bourke, Creative Director at Aerodeon and mobile spokesperson for the IPA, with representatives Carat, Dare, Glue, Mindshare, Profero and Zed making up the working party dedicated to looking into mobile opportunities for advertisers.
"Our role is to reflect what our members are interested in," said Nigel Gwilliam, media business manager for the IPA.
"There's no doubt that mobile has the essential ingredients, potential audience and technology in place."
The IPA has also contributed to the MMA's guidelines surrounding mobile banner technical specifications, which it's to publish shortly.
One report in the pipeline will draw together the various options that exist for advertisers on mobile. It includes click-to-call, display and content download data. The group has collected rates and information from ad networks and publishers.
"It's an easy-to-use reference guide of the different opportunities that exist," said Gwilliam.
The working group has also assembled a series of case studies showcasing how mobile has previously been used by advertisers.
The group is chaired by Kieran Bourke, Creative Director at Aerodeon and mobile spokesperson for the IPA, with representatives Carat, Dare, Glue, Mindshare, Profero and Zed making up the working party dedicated to looking into mobile opportunities for advertisers.
"Our role is to reflect what our members are interested in," said Nigel Gwilliam, media business manager for the IPA.
"There's no doubt that mobile has the essential ingredients, potential audience and technology in place."
The IPA has also contributed to the MMA's guidelines surrounding mobile banner technical specifications, which it's to publish shortly.
One report in the pipeline will draw together the various options that exist for advertisers on mobile. It includes click-to-call, display and content download data. The group has collected rates and information from ad networks and publishers.
"It's an easy-to-use reference guide of the different opportunities that exist," said Gwilliam.
The working group has also assembled a series of case studies showcasing how mobile has previously been used by advertisers.
Single ad strongly increases ad awareness and likelihood to buy
London, UK - 8 October 2007 - The first research project into the effectiveness of mobile phone advertising on brand awareness, recall and purchase intent has been conducted by Aerodeon, a leading mobile advertising agency, through independent brand research agency Millward Brown. Conducted using mobile phone survey technology, the research measured how much ad awareness and brand consideration was generated for a global male grooming brand by a banner ad creative, produced by Aerodeon, on a UK mobile web portal. The research showed that branded ad awareness increased by more than 30 percent. Future purchase consideration also increased by 23 percent among users of the brand and 11% among non users.
Conducted in August, the research project measured the opinions of more than 500 male consumers between the ages of 18 and 35 years over a 4 week period while the ad aired. Short 3 minute surveys were conducted via mobile phones using WAP technology. The study used the ‘AdIndex for Mobile’ design created by Dynamic Logic — A Millward Brown company, which meant that half of the respondents were exposed to the advertising - a branding banner incorporating a competition. The other half of respondents were not exposed to the advertising. Differences between the two groups demonstrate the brand impact of the mobile advertising.
Currently, the success of mobile advertising campaigns is measured simply by exposure and click-throughs. Duncan Southgate is a director of Global Innovation at Millward Brown. He says, “Marketers need to measure thoughts as well as thumbs when it comes to mobile advertising. Looking just at click-throughs or site visits provides no indication of what people feel about brands which advertise in this relatively new medium.”
“As more advertising is conducted on mobile devices, brands should adopt some of the same measurement techniques that they use in other channels to ascertain the brand impact and effectiveness of their campaigns. Techniques such as Dynamic Logic’s AdIndex can now be applied to mobile phone advertising.”
According to Southgate, “the increases seen in this first study are strong by any measure, and suggest there may well be significant opportunities for advertisers who are early aboard the mobile bus.”
While direct comparisons are not possible due to the different methodologies, Dynamic Logic’s MarketNorms database shows that the average increase in ad awareness of an online advert is around 7 percent. MarketNorms has measured the effectiveness of more than 3,100 online ad campaigns over the last 7 years, and has clearly shown that new ad technologies (initially banners and more recently online video ads) often have a honeymoon period, where effectiveness is particularly strong in the early days while consumers are less familiar with the ad format. Aerodeon and Millward Brown are now conducting further studies to provide normative benchmarks for mobile advertising.
Chris Bourke, Managing Director at Aerodeon, said, “We’re excited to have been involved in this ground-breaking research, and really encouraged by the results for our client. This is the first project that looks in detail at how people feel about an ad and gives an indication of how mobile ads can build brand engagement. As mobile advertising continues to expand we are very keen to conduct similar research for other clients, and learn more about which mobile ad types are most successful.”
According to the Shosteck Group, the value of the global mobile advertising market could reach $10 billion by 2010. Mobile offers a new way to cut through in today’s cluttered media environment, combining precise targeting with a brand encounter in an intimate environment, and the potential for further interactive engagement. Continued Bourke, “Some marketers are understandably cautious that advertising on mobiles may be seen as a potential intrusion. Research such as this should reassure marketers that appropriate ads can deliver very positive results for their brands.”.
About Aerodeon
Aerodeon was established in February 2000 by brothers Chris and Kieran Bourke as the UK’s first mobile marketing agency. Today it delivers award winning, pan-European mobile advertising campaigns on behalf of some of the biggest brand owners in the world including Mastercard, Diageo and News International from offices in London.
About Millward Brown
Millward Brown is one of the world’s leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services. Millward Brown has more than 70 offices in 44 countries. Additional practices include Millward Brown’s Global Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Millward Brown Precis (PR measurement practice), Dynamic Logic (the world leader in digital marketing effectiveness), and KMR (provider of global Target Group Index [TGI] the world’s leading media and market profiling tool). Millward Brown is part of Kantar, WPP’s insight, information and consultancy group.
About Dynamic Logic
Dynamic Logic is a leading research company with expertise in measuring marketing effectiveness. Dynamic Logic’s research includes: AdIndex to test and analyse online advertising, CrossMedia ResearchTM to evaluate multimedia campaigns, MarketNorms, a syndicated ad effectiveness planning and benchmarking database, and LinkTM for Digital, an online copy-testing solution developed jointly with Millward Brown. Founded in 1999, the company is headquartered in New York City with offices in Chicago, Los Angeles, Providence, San Francisco, London, and Tokyo. Clients include leading marketers, advertising agencies and media companies. Dynamic Logic is a Millward Brown company, which is part of The Kantar Group, the information and consultancy arm of WPP.
London, UK - 8 October 2007 - The first research project into the effectiveness of mobile phone advertising on brand awareness, recall and purchase intent has been conducted by Aerodeon, a leading mobile advertising agency, through independent brand research agency Millward Brown. Conducted using mobile phone survey technology, the research measured how much ad awareness and brand consideration was generated for a global male grooming brand by a banner ad creative, produced by Aerodeon, on a UK mobile web portal. The research showed that branded ad awareness increased by more than 30 percent. Future purchase consideration also increased by 23 percent among users of the brand and 11% among non users.
Conducted in August, the research project measured the opinions of more than 500 male consumers between the ages of 18 and 35 years over a 4 week period while the ad aired. Short 3 minute surveys were conducted via mobile phones using WAP technology. The study used the ‘AdIndex for Mobile’ design created by Dynamic Logic — A Millward Brown company, which meant that half of the respondents were exposed to the advertising - a branding banner incorporating a competition. The other half of respondents were not exposed to the advertising. Differences between the two groups demonstrate the brand impact of the mobile advertising.
Currently, the success of mobile advertising campaigns is measured simply by exposure and click-throughs. Duncan Southgate is a director of Global Innovation at Millward Brown. He says, “Marketers need to measure thoughts as well as thumbs when it comes to mobile advertising. Looking just at click-throughs or site visits provides no indication of what people feel about brands which advertise in this relatively new medium.”
“As more advertising is conducted on mobile devices, brands should adopt some of the same measurement techniques that they use in other channels to ascertain the brand impact and effectiveness of their campaigns. Techniques such as Dynamic Logic’s AdIndex can now be applied to mobile phone advertising.”
According to Southgate, “the increases seen in this first study are strong by any measure, and suggest there may well be significant opportunities for advertisers who are early aboard the mobile bus.”
While direct comparisons are not possible due to the different methodologies, Dynamic Logic’s MarketNorms database shows that the average increase in ad awareness of an online advert is around 7 percent. MarketNorms has measured the effectiveness of more than 3,100 online ad campaigns over the last 7 years, and has clearly shown that new ad technologies (initially banners and more recently online video ads) often have a honeymoon period, where effectiveness is particularly strong in the early days while consumers are less familiar with the ad format. Aerodeon and Millward Brown are now conducting further studies to provide normative benchmarks for mobile advertising.
Chris Bourke, Managing Director at Aerodeon, said, “We’re excited to have been involved in this ground-breaking research, and really encouraged by the results for our client. This is the first project that looks in detail at how people feel about an ad and gives an indication of how mobile ads can build brand engagement. As mobile advertising continues to expand we are very keen to conduct similar research for other clients, and learn more about which mobile ad types are most successful.”
According to the Shosteck Group, the value of the global mobile advertising market could reach $10 billion by 2010. Mobile offers a new way to cut through in today’s cluttered media environment, combining precise targeting with a brand encounter in an intimate environment, and the potential for further interactive engagement. Continued Bourke, “Some marketers are understandably cautious that advertising on mobiles may be seen as a potential intrusion. Research such as this should reassure marketers that appropriate ads can deliver very positive results for their brands.”.
About Aerodeon
Aerodeon was established in February 2000 by brothers Chris and Kieran Bourke as the UK’s first mobile marketing agency. Today it delivers award winning, pan-European mobile advertising campaigns on behalf of some of the biggest brand owners in the world including Mastercard, Diageo and News International from offices in London.
About Millward Brown
Millward Brown is one of the world’s leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services. Millward Brown has more than 70 offices in 44 countries. Additional practices include Millward Brown’s Global Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Millward Brown Precis (PR measurement practice), Dynamic Logic (the world leader in digital marketing effectiveness), and KMR (provider of global Target Group Index [TGI] the world’s leading media and market profiling tool). Millward Brown is part of Kantar, WPP’s insight, information and consultancy group.
About Dynamic Logic
Dynamic Logic is a leading research company with expertise in measuring marketing effectiveness. Dynamic Logic’s research includes: AdIndex to test and analyse online advertising, CrossMedia ResearchTM to evaluate multimedia campaigns, MarketNorms, a syndicated ad effectiveness planning and benchmarking database, and LinkTM for Digital, an online copy-testing solution developed jointly with Millward Brown. Founded in 1999, the company is headquartered in New York City with offices in Chicago, Los Angeles, Providence, San Francisco, London, and Tokyo. Clients include leading marketers, advertising agencies and media companies. Dynamic Logic is a Millward Brown company, which is part of The Kantar Group, the information and consultancy arm of WPP.
Aerodeon will be speaking on the Global Agency panel discussion at the Mobile Marketing Forum (MMA) on the 9th October In Barcelona.
Aerodeon will share its international experience of running mobile advertising campaigns for global brand owners with an audience of advertisers, media owners and mobile operators and will be commenting on recent research conducted with Millward Brown that demonstrates the efficacy of mobile advertising with respect to brand awareness and purchase intent uplift
Chris Bourke, Aerodeon co-founder and Managing Director will share the stage with WPP, Aegis and Interpublic to explore mutual perspectives on the state of the mobile advertising industry.
The event is held at the Barcelona Sants Hotel on the 9th and 10th October:
Barcelo Hotel Sants
Pl. dels Paisos Catalans s/n. 08014
Barcelona
Spain
Tel: +34 93 503 5300
fax: +34 93 490 6045
Email: sants@barcelo.com
Aerodeon will share its international experience of running mobile advertising campaigns for global brand owners with an audience of advertisers, media owners and mobile operators and will be commenting on recent research conducted with Millward Brown that demonstrates the efficacy of mobile advertising with respect to brand awareness and purchase intent uplift
Chris Bourke, Aerodeon co-founder and Managing Director will share the stage with WPP, Aegis and Interpublic to explore mutual perspectives on the state of the mobile advertising industry.
The event is held at the Barcelona Sants Hotel on the 9th and 10th October:
Barcelo Hotel Sants
Pl. dels Paisos Catalans s/n. 08014
Barcelona
Spain
Tel: +34 93 503 5300
fax: +34 93 490 6045
Email: sants@barcelo.com
21/07: AeroDrive 2.0 Launched
Aerodeon are proud to announce the delivery of the latest version of AeroDrive, our proprietary mobile marketing management & analytics platform. AeroDrive is the longest serving mobile marketing platform in the UK and has been the bedrock of hundreds of campaigns since 2000 for brand owners such as Procter & Gamble, Diageo, Sky and Mastercard. Along with faster campaign roll out and enhanced stability, AeroDrive 2.0 now includes sophisticated benchmarking features accessed via an executive dashboard, and this allows clients to compare performance of multiple campaigns over time. Mobile advertising campaign performance and ROI tracking is also incuded allowing clients to manipulate, export and present typical campaign data such as Hits, Page Views, Impressions, CTR's and Conversions.
Aerodeon will be contributing to The IPA's panel discussion with the Mobile Entertainment Forum (MEF) on the 12th April In London.
Vodafone, Sky, Starcom MediaVest, agency.com and aerodeon will debate where mobile advertising is, where it needs to go and how to get there.
BKI Media’s Annie Turner will moderate the event on 12th April, in London
Vodafone, Sky, Starcom MediaVest, agency.com and aerodeon will debate where mobile advertising is, where it needs to go and how to get there.
BKI Media’s Annie Turner will moderate the event on 12th April, in London
30/11: New Client Wins for Aerodeon
Aerodeon, the creative mobile marketing agency today announced a number of new client & campaign wins in Q4 2006:
- Penguin Books boosted sales of the thriller 'Mr Clarinet' through an innovative 'Textract' campaign that teased consumers with SMS extracts from the book whilst rewarding viral pass on.
- Sky leveraged Aerodeon's award winning mobile marketing platform, AeroDrive™ and expertise to complement their offline direct marketing activity for Sky Remote Record services.
- Samsung Mobile asked us to help develop Bluetooth cameraphone technology to support their 'Band on Your Campus' campaign. The campaign promoted Samsung Mobile's latest handset range by inviting universities to win the 'Dirty Pretty Things' play live on campus. Students from the winning university used Bluetooth to submit hundreds of images from the gig and were driven to register to view their photos online.
- Gillette used Aerodeon's consultancy and AeroDrive™ to deliver www.mybigsmile.co.uk, a UK wide Mobile, Web and Outdoor promotion for Oral-B Vitality that aims to improve British consumer's smiles - one mobile photo at a time!
- Aerodeon are delighted to continue supporting Diageo's brands this year. Creative mobile solutions were delivered in Q4 for Baileys, Guinness and Harp to enhance sampling impact in the UK, Eire and Northern Ireland.
- Penguin Books boosted sales of the thriller 'Mr Clarinet' through an innovative 'Textract' campaign that teased consumers with SMS extracts from the book whilst rewarding viral pass on.
- Sky leveraged Aerodeon's award winning mobile marketing platform, AeroDrive™ and expertise to complement their offline direct marketing activity for Sky Remote Record services.
- Samsung Mobile asked us to help develop Bluetooth cameraphone technology to support their 'Band on Your Campus' campaign. The campaign promoted Samsung Mobile's latest handset range by inviting universities to win the 'Dirty Pretty Things' play live on campus. Students from the winning university used Bluetooth to submit hundreds of images from the gig and were driven to register to view their photos online.
- Gillette used Aerodeon's consultancy and AeroDrive™ to deliver www.mybigsmile.co.uk, a UK wide Mobile, Web and Outdoor promotion for Oral-B Vitality that aims to improve British consumer's smiles - one mobile photo at a time!
- Aerodeon are delighted to continue supporting Diageo's brands this year. Creative mobile solutions were delivered in Q4 for Baileys, Guinness and Harp to enhance sampling impact in the UK, Eire and Northern Ireland.
Aerodeon will present "The accelerators of Mobile Advertising" at Visiongain's Mobile Advertising conference, London on November 29th at 16:50. The session aims to help telecoms professionals and marketers understand the opportunities that mobile offers their respective industries whilst highlighting the current barriers to growth. We also detail the measures that all parties in the chain must take to ensure a flourishing mobile advertising market.
More details may be found at Visiongain Mobile Advertising 2006
More details may be found at Visiongain Mobile Advertising 2006
Aerodeon has been appointed to provide a text and win service across 12 million packs for Unilever Bestfood’s Peperami 2006 promotion to celebrate this summer’s football.
Frustrated footie fans everywhere will be able to text a shortcode to win a Peperami Fanimal - a 30 cm tall, sound-chipped Peperami shouting football mascot with a rota of quick-witted stress-releasing soundbites from the notorious Peperami Animal. Outbursts such as ‘Who’s the sausage in the black’ and ‘The referee’s a veggie!’ form a whole host of seemingly well-timed rants, perfect for those excruciating football cliff-hangers.
Kieran Bourke, Creative Director at Aerodeon commented, “ Fanimal is a one of those ideas that has the potential to become a huge hit, I can see Rooney, Owen and Terry wanting one if they don’t get to play in the early games.”
There are 28,000 Fanimals to be won via SMS, 500 every day from May to the end of June. Unlucky, entrants will still have the chance to buy one at www.fanimal.co.uk or in Sportsworld stores for just £3.99 (RRP).
Closing date: 24/06/06
Frustrated footie fans everywhere will be able to text a shortcode to win a Peperami Fanimal - a 30 cm tall, sound-chipped Peperami shouting football mascot with a rota of quick-witted stress-releasing soundbites from the notorious Peperami Animal. Outbursts such as ‘Who’s the sausage in the black’ and ‘The referee’s a veggie!’ form a whole host of seemingly well-timed rants, perfect for those excruciating football cliff-hangers.
Kieran Bourke, Creative Director at Aerodeon commented, “ Fanimal is a one of those ideas that has the potential to become a huge hit, I can see Rooney, Owen and Terry wanting one if they don’t get to play in the early games.”
There are 28,000 Fanimals to be won via SMS, 500 every day from May to the end of June. Unlucky, entrants will still have the chance to buy one at www.fanimal.co.uk or in Sportsworld stores for just £3.99 (RRP).
Closing date: 24/06/06
