Posts filed under ‘Mobile Advertising’
British ad-funded mobile virtual network operator (MVNO) Blyk has refuted claims that it is planning to discontinue its commercial retail services, Mobile Marketing Magazine reports. Blyk was responding to reports by another UK-based media outlet that said the operator was preparing the closure of its direct-to-consumer business in order to focus on operator partnerships. It is understood, however, that rather than exiting the consumer space, the MVNO plans to add a partnership model. A Blyk spokesperson, Ann Sarimo, was quoted as saying: ‘We are not closing shop. We are actively expanding, and we are in negotiations with partners right now. Our members are our core asset. Our total proposition is partly based on the advertising side of things, but it’s also about the whole user experience and audience management. We are not just a technology solution, we are a total mobile marketing solution, based in part on the advertising and messaging component, but it’s very much about a total experience and an audience of happy, engaged users.’
While Blyk originally offered 16-24 year olds 217 free texts and 43 minutes of free talk time each month in return for accepting targeted advertising on their phone each day, the company did change its model in January 2009. It now offers its customers GBP15 (USD22.8) free credit per month which can be used for either text messaging or voice calls.
Expenditure on mobile advertising in the UK exceeded market expectation in 2008 and grew 99.2 percent year-on-year to reach a total of GBP 28.6 million, according to a study by the Internet Advertising Bureau and PricewaterhouseCoopers. Investment in mobile advertising grew at a faster rate than predicted as more UK brands invested in the medium due to its exceptional targeting, immediacy and return on investment. Mobile display advertising, which includes banners, text links, tenancies pre/post roll and in-game, accounted for GBP 14.2 million in 2008, 49.8 percent of all mobile advertising spend. Paid-for search advertising on mobile internet was estimated to account for GBP 14.4 million, 50.2 percent of all mobile advertising spend. In 2008, online advertising rose to GBP 3.35 billion, accounting for 19.2 percent of all advertising spend. A bigger audience is a key driver for the growth, where mobile internet usage increased in 2008 from 8.6 million in December 2007 to over 11 million in December 2008, and people on unlimited data plans has grown by a massive 109 percent in 2008. Other key drivers include advertising on mobile phones, social networking driving growth of mobile internet usage, better and smarter handsets, growth in mobile departments and mobile advertising knowledge in the market. This survey represents solely mobile media spend, and therefore do not include mobile marketing expenditure such as SMS or MMS production and delivery costs.
Mobile advertising agency, MADS says that it has won contracts from Vodafone Netherlands and Vodafone Greece to integrate mobile adverts within their Vodafone live! portals. We selected MADS because of their ability to power multi-channel and targeted ad delivery and their ability to provide innovative solutions and fast time to market, states Nils Rouwendal, Manager of Mobile Marketing at Vodafone Netherlands.
Johnson & Johnson, Nokia, EA games, Volkswagen, Nivea, Citroen, Motorola, Coca-Cola, LG and other premium brands have already launched successful advertising campaigns on Vodafone mobile channels. Research has proven that mobile advertising allows brands to target consumers in a very personal way, resulting in significantly higher response and click-through-rates compared to traditional online advertising.