16/05/08: First ever sector-specific research project into attitudes towards mobile phone advertising
First ever sector-specific research project into attitudes towards mobile phone advertising has been conducted by Aerodeon and Millward Brown.
• Study sponsored by Peugeot, Diageo, Sky, Nestle, More Th>n , Procter & Gamble and Orange
• Mobile Internet browsing increases PC Internet browsing
• 3 in 5 mobile Internet users are more inclined to purchase a brand in response to relevant opt-in advertising on their mobiles
Full release...
• Study sponsored by Peugeot, Diageo, Sky, Nestle, More Th>n , Procter & Gamble and Orange
• Mobile Internet browsing increases PC Internet browsing
• 3 in 5 mobile Internet users are more inclined to purchase a brand in response to relevant opt-in advertising on their mobiles
Full release...
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.
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13/06/07: New client wins for Aerodeon
Aerodeon, the mobile advertising agency today announced a number of new client & campaign wins in Q2 2007:
- Mastercard relied on the latest version of Aerodeon's mobile marketing and advertising platform, AeroDrive 2.0, to deliver two major promotions that encouraged usage of Mastercard and Maestro for small transactions in store. The campaigns, which ran in Homebase stores and the Metro newspaper, supported the above the line message 'cash is dead'.
- Irelands leading lager, Harp, ran a number of SMS promotional drives in Q2 with nationwide in-bar sampling efforts.
- AeroDrive 2.0 supported the roll out of a nationwide in-bar SMS promotion to encourage non-Guinness drinkers to trial.
- Aerodeon helped Dulux roll out a major in-store promotion to encourage purchase of trade paint amongst thousands of trade customers. Top tier prizes include trips to Las Vegas and Monte Carlo with thousands of small cash prizes redeemable in store.
- Mastercard relied on the latest version of Aerodeon's mobile marketing and advertising platform, AeroDrive 2.0, to deliver two major promotions that encouraged usage of Mastercard and Maestro for small transactions in store. The campaigns, which ran in Homebase stores and the Metro newspaper, supported the above the line message 'cash is dead'.
- Irelands leading lager, Harp, ran a number of SMS promotional drives in Q2 with nationwide in-bar sampling efforts.
- AeroDrive 2.0 supported the roll out of a nationwide in-bar SMS promotion to encourage non-Guinness drinkers to trial.
- Aerodeon helped Dulux roll out a major in-store promotion to encourage purchase of trade paint amongst thousands of trade customers. Top tier prizes include trips to Las Vegas and Monte Carlo with thousands of small cash prizes redeemable in store.
We're delighted to announce our latest guide for marketers, "How to Develop a Mobile Marketing Strategy". The document aims to help advertisers who wish to make sense of the broad & fast changes in mobile marketing and lay the foundations for the development of a coherent mobile marketing and advertising strategy.
28/07/06: Measuring Mobile Response Strategically
A commonly asked question is, "How did my campaign perform compared to the average?" You know it's a good question as soon as you hear it, as it raises lots of other questions.
Did the SMS response correlate in a sales uplift? Did the SMS response increase awareness of the brand unprompted and prompted? Did the response increase intention to purchase or brand trial? Mobile marketing is a highly accountable media so campaign planning will include the definition of objectives and metrics to measure the success of the campaign in relation to the goals. With sales data taking a number of weeks to filter through, it's useful to have a snapshot of how things went beforehand. Mobile marketing campaigns offer real-time metrics and often the final leg of the marketing communications chain - response - brand managers find this a very useful early 'indicator' of overall campaign performance.
Brand managers can extract more from this performance 'snapshot' if they also look at historic data to unveil true campaign performance over the longer term and the effect on brand performance. How did the metrics compare to the previous campaign? Is the response trend improving or declining or is it static? Did the response cost more or less to achieve than past campaigns taking into account inflation? Did the supporting choice media selection or the big creative idea lift metrics? This data is straightforward to collate and is a useful indicator of on-going brand equity and should be on every marketers 'mobile marketing strategy' checklist.
Did the SMS response correlate in a sales uplift? Did the SMS response increase awareness of the brand unprompted and prompted? Did the response increase intention to purchase or brand trial? Mobile marketing is a highly accountable media so campaign planning will include the definition of objectives and metrics to measure the success of the campaign in relation to the goals. With sales data taking a number of weeks to filter through, it's useful to have a snapshot of how things went beforehand. Mobile marketing campaigns offer real-time metrics and often the final leg of the marketing communications chain - response - brand managers find this a very useful early 'indicator' of overall campaign performance.
Brand managers can extract more from this performance 'snapshot' if they also look at historic data to unveil true campaign performance over the longer term and the effect on brand performance. How did the metrics compare to the previous campaign? Is the response trend improving or declining or is it static? Did the response cost more or less to achieve than past campaigns taking into account inflation? Did the supporting choice media selection or the big creative idea lift metrics? This data is straightforward to collate and is a useful indicator of on-going brand equity and should be on every marketers 'mobile marketing strategy' checklist.
30/06/06: Mobile ad'lets?
Media executives from both sides of the atlantic were in agreement at a recent Mobile Advertising Symposium that fee-based media services of all kinds will increasingly give way to ad-supported models in the next few years. Surprisingly, this transition will be driven by consumer sentiment as individuals come to find countless small fees more and more burdensome in aggregate. People are going through subscription burnout and the consumers are saying enough is enough.The solution may be short, contextual, targeted advertising - the kind that mobile is ideally suited to.
Mobile advertising will likely be short-form, five or seven seconds, and consistent with programming but if the content of the commercial is not relevant to Generation M - they'll reject it.
Mobile advertising will likely be short-form, five or seven seconds, and consistent with programming but if the content of the commercial is not relevant to Generation M - they'll reject it.
06/06/06: Mass Advertising Never Existed
Much has been written about the end of mass marketing and the move to a system of brand communication where every message is tailored to it's recipient - the utopian dream of 'massclusivity'.
In 'Behind the Scenes in Advertising' Jeremy Bullmore, the legendary JTW Creative Director, purported that mass marketing never really existed, "..mass transmission exists but mass reception does not" he insisted. What he meant by this is that for every mass broadcast to a community each individual will interpret and interact with the message in a unique way. Many of these individual interpretations will not be consistent with advertiser's marketing objectives. What Bullmore identified was that receptivity of message cannot be controlled, that wastage is of course inevitable, and that advertising in the future will need to fragment to mirror the fragmentation of media.
What role will Mobile have in Bullmore's near future? Increasingly mobile will play an integrated role in our lives, from content snacking to shopping to all singing all dancing pocket multimedia hub. This will provide media owners, working with mobile operators, with terabytes of data to mine and will in turn provide marketers with the information they need to fine tune their consumer marcomms. But before brands may leverage this social phenomena technology evolution, usability improvements and consumer acceptance of this 'mobile integrated lifestyle' are required and although this is accelerating, we're not quite there yet.
In 'Behind the Scenes in Advertising' Jeremy Bullmore, the legendary JTW Creative Director, purported that mass marketing never really existed, "..mass transmission exists but mass reception does not" he insisted. What he meant by this is that for every mass broadcast to a community each individual will interpret and interact with the message in a unique way. Many of these individual interpretations will not be consistent with advertiser's marketing objectives. What Bullmore identified was that receptivity of message cannot be controlled, that wastage is of course inevitable, and that advertising in the future will need to fragment to mirror the fragmentation of media.
What role will Mobile have in Bullmore's near future? Increasingly mobile will play an integrated role in our lives, from content snacking to shopping to all singing all dancing pocket multimedia hub. This will provide media owners, working with mobile operators, with terabytes of data to mine and will in turn provide marketers with the information they need to fine tune their consumer marcomms. But before brands may leverage this social phenomena technology evolution, usability improvements and consumer acceptance of this 'mobile integrated lifestyle' are required and although this is accelerating, we're not quite there yet.
12/05/06: Rich Mobile Media Invasion
Mobile advertising inertia, fueled by dozens of venture capital injections, is really gathering pace in the US right now and appears to be outstripping the rate at which European firms can innovate. It's no surprise really, as the appetite for US mobile venture investment seems to be at an all time high and web giants including Google, Yahoo and AOL all have their targets locked onto mobile media.
What's this got to do with advertising and your brand? Well all this activity is accelerating the shift to mobile rich media, and as we suspected, the UK is beginning to benefit. There are numerous US startups that have established offices here to launch mobile rich media advertising propositions. The most interesting are those that reside at what we call the 'network layer' i.e. mobile ads are inserted by the mobile network operator before they are delivered to consumer's handsets; downloading ad funded content, be it video, music, pictures or games then becomes no more difficult than submitting a single SMS message - no need to install complicated 3rd party applications or navigate java consoles on your mobile.
As a digital agency specializing in mobile we're looking forward to creating campaigns across these pioneering platforms that stretch our clients and their consumers imaginations. But these campaigns will remain experimental until we see a universal currency & measurement for mobile to qualify ROI. The Internet is still struggling with this issue - how long it will be before the mobile industry is able to deliver Nielsen quality ROI data we don't know. What we do know is that our clients increase their sales and market share whenever mobile is integrated into their digital strategy and that's a pretty good start when looking at mobile ROI in my book.
What's this got to do with advertising and your brand? Well all this activity is accelerating the shift to mobile rich media, and as we suspected, the UK is beginning to benefit. There are numerous US startups that have established offices here to launch mobile rich media advertising propositions. The most interesting are those that reside at what we call the 'network layer' i.e. mobile ads are inserted by the mobile network operator before they are delivered to consumer's handsets; downloading ad funded content, be it video, music, pictures or games then becomes no more difficult than submitting a single SMS message - no need to install complicated 3rd party applications or navigate java consoles on your mobile.
As a digital agency specializing in mobile we're looking forward to creating campaigns across these pioneering platforms that stretch our clients and their consumers imaginations. But these campaigns will remain experimental until we see a universal currency & measurement for mobile to qualify ROI. The Internet is still struggling with this issue - how long it will be before the mobile industry is able to deliver Nielsen quality ROI data we don't know. What we do know is that our clients increase their sales and market share whenever mobile is integrated into their digital strategy and that's a pretty good start when looking at mobile ROI in my book.
19/04/06: Emobile?
Research tells us that connecting emotionally with the consumer is vital to building a brand and maintaining its leadership in increasingly competitive markets. Communicating the rational arguments about a products functional difference is essential during launch and growth phases but to maintain long term leadership it is the emotional perception of a brand, in the mind of the target consumer, that justifies its premium. It's generally asserted that only TV can connect with a consumer on this level as it provides the 'passive-receptive' and high frequency exposure environment that is necessary to penetrate a consumer's psyche.
Can mobile be used as an emotional channel? We think so. But we can't assume that, in order to create this elusive connection, all we need do is plan the wholesale migration of moving pictures from TV to mobile. Think about the first time you received your first mobile phone call, text message or MMS message. That created an impact that left a smile on your face because you were more conscious of the experience rather than the message. If we can recreate this 'experience' whilst communicating a brand message then we'll connect. It may be with bluetooth or a mobile java portal or an advergame. Or it may simply be creative and high impact SMS copy - can't be done you say - haven't you seen the Economist 48 sheet ads?
Granted, we all need to get much smarter with mobile behavioural targeting before big creative ideas will have the intended impact. But consumers have been using mobile content, services and campaigns for five years now and masses of data reside within the organisations that compete in these sectors. Mobile content firms are beginning to wake up to the fact that they need to subsidize downloads with ads to ensure longevity of their business models and they will therefore need to make available behavioural consumer data to brands and their agencies.
This shift is taking place now and we look forward to the day - and it’s coming soon - when the research proves that brands can connect emotionally with consumers over mobile.
Can mobile be used as an emotional channel? We think so. But we can't assume that, in order to create this elusive connection, all we need do is plan the wholesale migration of moving pictures from TV to mobile. Think about the first time you received your first mobile phone call, text message or MMS message. That created an impact that left a smile on your face because you were more conscious of the experience rather than the message. If we can recreate this 'experience' whilst communicating a brand message then we'll connect. It may be with bluetooth or a mobile java portal or an advergame. Or it may simply be creative and high impact SMS copy - can't be done you say - haven't you seen the Economist 48 sheet ads?
Granted, we all need to get much smarter with mobile behavioural targeting before big creative ideas will have the intended impact. But consumers have been using mobile content, services and campaigns for five years now and masses of data reside within the organisations that compete in these sectors. Mobile content firms are beginning to wake up to the fact that they need to subsidize downloads with ads to ensure longevity of their business models and they will therefore need to make available behavioural consumer data to brands and their agencies.
This shift is taking place now and we look forward to the day - and it’s coming soon - when the research proves that brands can connect emotionally with consumers over mobile.
If you attend any conference or workshop on digital best practice you will most certainly hear a session on privacy and permission. I can almost guarantee that you will hear the oft-mentioned “mobile is different because it’s a personal device” statement. The inference being that because mobile is the nucleus of our personal lives that marketing through it is treacherous and fraught with difficulties that are unique to mobile. I challenge this. I believe that any device that is used to connect to a digital network be it the web, mobile or IPTV is, or will increasingly become, a personal communication tool. Let me give you an example.
We feel comfortable as marketers delivering non-permission based display advertising to consumers via the web. Yet for years young people have used chat forums, gaming clans, Instant Messaging and, increasingly in the UK, social networking sites such as MySpace to exchange personal information with their friends – and you will find non-permission based display advertising in many of these sites. Sure some sites will state that they have a free ad-supported model and a subscription model and users are ‘soft opting’ if they chose the free option. But the default is free and site owners know it is the option taken by 99% of the youth market so this argument is questionable.
We also feel comfortable delivering opt-in email marketing yet email for the adult population (35+) is still the most popular way to share personal information over the internet.
So let’s get the mobile position in perspective. Mobile is just another device that connects consumers to their digital social network. Common sense must prevail and mobile should not be treated any differently to any other medium that consumers use personally. I use physical public spaces – high streets, city centers, shopping arcades - to communicate with my friends but this doesn’t stop non-opt in ambient advertising. Why should virtual public spaces be treated differently?
The consumer ‘advertising contract’ on mobile will take on many forms just as above- the-line does today. We will see non-opt in display, we will see contextual and we will continue to see permission based SMS campaigns for some time to come. But what will distinguish ads that work from ads hat don’t will be incisive creative ideas that consumers want to engage with. And the consumer advertising contract? Let’s use our common sense and stop singling out mobile for special treatment.
We feel comfortable as marketers delivering non-permission based display advertising to consumers via the web. Yet for years young people have used chat forums, gaming clans, Instant Messaging and, increasingly in the UK, social networking sites such as MySpace to exchange personal information with their friends – and you will find non-permission based display advertising in many of these sites. Sure some sites will state that they have a free ad-supported model and a subscription model and users are ‘soft opting’ if they chose the free option. But the default is free and site owners know it is the option taken by 99% of the youth market so this argument is questionable.
We also feel comfortable delivering opt-in email marketing yet email for the adult population (35+) is still the most popular way to share personal information over the internet.
So let’s get the mobile position in perspective. Mobile is just another device that connects consumers to their digital social network. Common sense must prevail and mobile should not be treated any differently to any other medium that consumers use personally. I use physical public spaces – high streets, city centers, shopping arcades - to communicate with my friends but this doesn’t stop non-opt in ambient advertising. Why should virtual public spaces be treated differently?
The consumer ‘advertising contract’ on mobile will take on many forms just as above- the-line does today. We will see non-opt in display, we will see contextual and we will continue to see permission based SMS campaigns for some time to come. But what will distinguish ads that work from ads hat don’t will be incisive creative ideas that consumers want to engage with. And the consumer advertising contract? Let’s use our common sense and stop singling out mobile for special treatment.
