November MoMo London: Ad Funded Mobile Services
Yesterday evening’s Mobile Monday included talks by AdMob, Blyk, Nokia (about Nokia Ad Business derived from Enpocket), Rummble and Rapid Mobile. It was a great snapshot of the current state of mobile advertising, the issues, the current challenges and the opportunities.
Here are the things I took away…
On Admob…
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Most solutions currently revolve around web or sms/mms rather than embedded in applications.
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Publishers are sometimes also advertisers.
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Tips for advertisers include keeping it simple, keeping interaction within the WAP/web session, deep linking to relevant place, and tracking/adapting your campaign.
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Tips for publishers include having high volumes of page views, targeting content by geographical location (e.g. UK content is more valuable than US at the moment).
On Blyk…
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Uses communication (questions/answers) to solicit information for ultra profiling.
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MMS has been very successful.
On Nokia…
- Problem to attract big brands because they have no mobile content/sites to click through to. Solution is to create content or them - e.g. Voting, tickets, coupons, clips etc.
- Why does mobile have higher click through rates than Internet? People are using their dead time and are more likely to click. Adverts stand out in (small) mobile page better than for normal PC browser.
- Nokia’s aim is as much to attract big brands to mobile as it is to make money from this business.
On Rummble…
- Key to success will be giving correct adverts within the correct context (e.g. at the correct time).
Rapid Mobile…
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Uses the ‘dead time’ in applications (e.g. waiting to download) to show adverts.
Q & A…
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Brands will currently pay well for ‘call to action’ type ads (e.g. Calling a call centre to buy a product).
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Adverts are currently mostly for mobile products - this dissuades big brands
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It’s easier to sell to brands themselves (who want to do something different) than it is to advertising agencies (who want to do something easy and well known such as TV/print)