BMW launches world-first: personalized mobile video advertising campaign in China
GoMo new reports that BMW has selected China for a world-first in advertising – personalized video messages delivered directly to cell phones. The targeted messages, distributed Dec 21-24, 2009 in Shanghai, Beijing and Guangzhou, address individual customers with a holiday greeting that is uniquely tailored to a specific individual.
Technology for the campaign was provided by Clip in Touch. The company provides a platform for sending advertising campaigns via MMS. The uniqueness comes in allowing users to personalize, edit and add their own voice, video and text to any advertising campaign.
Initial response to the campaign has been very positive, generating more test drives in a three day period than at any time this year.
Read the full article at http://www.gomonews.com/bmw-launches-world-first-personalized-mobile-video-advertising-campaign-in-china/
Sky’s Tim Hussain on mobile advertising
Tim Hussain, head of mobile advertising at Sky, talks to “Meet the Boss TV” about the health and promise of the mobile advertising industry.
MYTV: Youth Marketing China
Graham Brown of http://www.mobileYouth.org looks at Youth Marketing in China with the help of John Solmon from http://www.enovatechina.com Lisa Yi of http://www.chinayouthology.com and Kevin Lee of http://www.genychina.com
To download the accompanying Ebook head to http://www.mobileYouthnet.com
eMarketer Reports on Mobile TV Challenges
According to data from Mediamark Research & Intelligence (MRI), more than one-fifth of US mobile phone or PDA users are interested in watching live TV on their mobile device.
Respondents to the research firm’s “Survey of the American Consumer” were even more likely to be interested in watching mobile TV if they indicated that they viewed their mobile device as a source of entertainment—46.9% of such consumers said so.
Read the full article at http://www.emarketer.com/Article.aspx?R=1007273
Cellphone Ads Move Basketball Shoes
NEW YORK (YouTube.com/AdAge) — One of the latest examples of how cellphones can be effectively integrated into a major marketing campaign is that of Al Harrington’s new “Protege” line of low-cost basketball shoes. At the recent Interactive Advertising Bureau conference, Mobext Mobile Marketing managing director Phuc Truong explained the Kmart campaign’s strategy and tactics.
Best Marketing Practices for Multimedia
One of the key areas for the take-up of multimedia services is Marketing and Promotion. In the past, service providers have focused on the technological aspects of 3G video (which is obviously important for many reasons), but the lack of integrated marketing has been an acknowledged issue in the industry.
We’ve seen in the past year a number of best practices for the marketing of combinational video services across broadband and mobile networks. It starts with the involvement from the marketing organization in the initial design and market launch decisions for video services. They are the group, and often with the support of their suppliers, that does the market segmentation, customer acquisition strategy, pricing, and promotion decisions.
Some of the best deployments that have the most subscriber take-up and usage have included campaigns which had elements of community, social networks and personalized services. They are always unique to the particular market, though they may take on the branding aspects of the parent company (Vodafone, Singtel e.g.).
What are some of the best marketing practices that you have seen? How has the bundling of smartphones helped in this process? What can be improved between the CTO and CMO office for video? Your comments are very welcome.
Mobile Advertising – what’s holding it back?
Big Brands Lag on Mobile Ad Infrastructure
AdAge — The Interactive Advertising Bureau Marketplace conference on mobile advertising is designed as a pep rally of sorts. But no matter how positively its nuts-and-bolts panels start, their discussions inevitably drift toward that which still holds mobile back. In this video from this month’s session, Michael Collins, CEO of GroupM network’s mobile marketing agency Joule, ticks off a series of maddening problems that hamper the growth of the nascent industry.
Arabcom 2009 – Lebanon
I attended Arabcom 2009 on May 28-29 in Beirut, Lebanon. The conference was very well attended, with most Arab operators and service providers, regulators, vendors and the media. It was very interesting that many operators have launched 3G and video services (p2p and VAS), and service uptake appears to be much higher than in other geographies. Many Arab countries have been embracing competitive operations which have yielded a high level of innovation.
Multimedia Market Trends
The world of mobile multimedia has been around largely since the launch of the first 3G networks ten years ago in Japan. During this time more, than 100 operators and service providers have sold video services to their subscribers and a number of trends are starting to emerge, especially during the past year.
While it is easy to throw out words such as personalization, social networks, and communities of interest – there is little consensus on what this means for multimedia services to mobile phones, PCs, and televisions (the three-screens). However, we are seeing massive take up currently in all kinds of new video services to both 2.5 and 3G handsets.
A number of factors contribute to this market increase including: easy-to-use, simple and great video quality smart phones (think iPhone e.g.), better pricing by service providers, and even a good degree of marketing to promote these services.
Multimedia market trends is a very broad topic and we will be writing much more about this in the coming weeks and months. For now, suffice it to say that we believe the market for multimedia across broadband and mobile is taking off now!
So what will the next 18 months bring for video services? Which kind of services will people be using? What macro economic and social trends are coming that will drive new services?