Mobile Advertising - Agosto 2009

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<p>Mobile AdvertisingClassic Guide to</p> <p>Mobile MarketerTHE NEWS LEADER IN MOBILE MARKETING, MEDIA AND COMMERCE</p> <p>TM</p> <p></p> <p>A CLASSIC GUIDE August 14, 2009 $395</p> <p>simple. mobile. advertising.</p> <p>Mobile MarketerC L A S SI C G U I D E TO M O B I L E A DV E R T I S I N GBASIC4 6 8 12 15 17 20 21 22 23 24 25 26 27 28 29 30 36 Editors note: Mobile advertisings appeal grows. So should its budgets Mobile is critical component of Microsoft Advertisings strategy by Mickey Alam Khan The New York Times on mobile: All the news thats fit to pinch by Mickey Alam Khan and Jordan Crook What is mobile advertising? by Michael Becker How to plan for a mobile marketing program by Ben Gaddis The ABCs of SMS advertising by Philippe Poutonnet SMS is key to advertising mix by Gregory J. Dunn</p> <p>TM</p> <p>CONTENTS48 49 50 51 52 53 The appeal of interactive voice response by Charles Edwards Flexibility is key for SMS coupons by Jeff Brown and Ron Vetter Web analytics and mobile analytics are not similar by Jose Villa Value best practice in mobile marketing by Chris Brassington</p> <p>Local TV stations see mobile in the picture for advertisers by Leon Spencer Porsche mobile effort outperforms online display ads by Giselle Tsirulnik Building a successful mobile business model by Jay Neuman Hear that? Voice is killer app on mobile by Stphane Attal ABCs of mobile advertising optimization by Harald Neidhardt</p> <p>54 55 56 58 59 60 62 64 66 67 69 71 72 73 75 77 79 83 84 85 86 87 88</p> <p>A D VA N C E D</p> <p>How brands can structure an SMS campaign by Shira Simmonds How to make a valuable ad impression by Steven Rosenblatt</p> <p>Working with an aggregator on the lifecycle of a short code by Ben Tannenbaum Mobile video belongs in the multichannel marketing mix by Frank Barbieri The rich in rich media goals, design and results by Jon Altschuler and Eswar Priyadarshan Role of branded apps in mobile advertising by Ken Willner Mobile delivers moment of truth at retail by David Spear A roadmap to mobile marketing by Jose Villa</p> <p>Maximizing mobile advertising potential requires broad collaboration by Guy Yaniv Mobile advertising and the African opportunity by Alexander Gregori AP Mobile: the new wireless service by Jeffrey Litvack and Daniel Hodges</p> <p>Mobile will enable brands to align with consumption patterns by Alexandros Moukas</p> <p>Big brands turn to mobile advertising and marketing by Dan Butcher Mobile Advertising: Smart money on smartphones by Giselle Tsirulnik Look beyond the Apple iPhone by Jeff Hasen</p> <p>World Wide Where? Getting location-based mobile marketing right by Chris Glod Why reach is the critical mobile advertising metric By Erin (Mack) McKelvey Blowing campaign budget on pre-canned data? by Andrew Bovingdon Why carrier-based billing makes sense by Jay Emmet Time to flip the script for mobile by Josh Webb The mobile advertising bazaar by Jamie Wells</p> <p>Interactive Advertising Bureau How to buy media on mobile Dairy Queen launches RFID-based mobile loyalty program by Dan Butcher Forbes on mobile: the new capitalist tool by Jeff Bauer The potential of SMS advertising by Alan Pascoe</p> <p>37 39 41 42 43 44 45 46 47</p> <p>I N T E R M E D I AT E</p> <p>How to track and measure a mobile ad campaign by Bruce Braun Calling for a trusted third party to manage mobile consumer data by Patrick Seymour Overcoming mobile advertising ecosystem hurdles by Scott Cotter ESPN: Mobile lucrative channel for publishers by Dan Butcher</p> <p>Why a mobile ad network matters to publishers by Eric Holmen Making a case for mobile video advertising by Thomas N. Ellsworth Reaching the fragmented mobile audience by Faraz A. Syed 7 ways to make your idle screen campaign delivery by Jon Jackson MMS advertising as a utility for advertisers by Richard Eicher Tips on branded mobile apps beyond the iPhone by Ken Singer</p> <p>Hachette Filipacchi monetizes magazine titles with mobile ads by Dan Butcher What are the requirements for a mobile marketing executive? by Heather Baker Mobile advertisers continue to face legal challenges by Gonzalo E. Mon Audience engagement more important than click by Paran Johar</p> <p>MOBILE MARKETERS CLASSIC GUIDE TO MOBILE ADVERTISING</p> <p>How to ensure that the brands iPhone app isnt deleted by Maya Mikhailov</p> <p>WWW.MOBILEMARKETER.COM</p> <p>PAGE 3</p> <p>EDITORS NOTE</p> <p>Mo b ile a dv er tis in gs ap pe al g ro ws. S o s h ou ld it s bu d ge tselcome to the second edition of Mobile Marketers Classic Guide to Mobile Advertising. A one-stop source for everything related to the workings of mobile advertising, this Classic Guide targets executives from brands, ad agencies, media planning and buying shops, publishers, mobile marketing firms and other marketers interested in reaching out to busy consumers on the go. While the nation is weathering this downturn, the mobile advertising and marketing sector has proved the one bright spot for marketing growth, albeit on a smaller base than most channels. Fueling that positive trend is a reality: more consumers are taking their daily lives with them on the road, including talking, texting, exchanging email, accessing work documents, searching, shopping, checking weather, playing games and consuming news and content. What fertile ground then for marketers to interact with mobile consumers. This guide comprises 56 articles authored by some of the top executives in mobile advertising and marketing. The topics graduate from basic level to intermediate and then advanced, following Mobile Marketers established pattern with its Classic Guide series. While the mix may seem eclectic, the guide is chock-full with advice, best practice and how-to tips on everything, from a lay of the land and an Interactive Advertising Bureau primer on how to buy media on mobile to structuring and deploying mobile advertising campaigns and programs as well as their issues, analysis and measurement. Must-read articles include viewpoints on mobile advertising and publishing from key executives at Microsoft Mobile Advertising, The New York Times, Forbes and The Associated Press. By Mickey Alam Khan</p> <p>W</p> <p>Banner year This guide will have succeeded in its mission if it convinces readers to begin a dialogue on mobile advertising or extends the commitment of those already in the field. A lot is at stake here. Mass media are rapidly fragmenting, making the task of advertising to consumers more difficult. This is an issue not just for advertisers. Publishers also recognize that they need to be where the consumers are on mobile devices and on the wired Web. However, as SmartReply president Eric Holmen points out in his article, only the top 50 [publishers] account for 91 percent of all mobile advertising revenue. What Mr. Holmens observation implies is that smaller publishersMickey Alam Khan Editor in Chief mickey@</p> <p>are missing an opportunity to engage with their audiences on mobile and pretty much leaving money on the table for bigger competitors. Or maybe they are not putting up a better fight for mobile ad dollars. Equally, advertisers will also benefit by offering mobile consumers an opportunity to view timely offers on the go, but they need the platform and trusted media brands to make their case. So it is in the vital interest of advertisers, publishers, agencies and mobile marketing firms to get mobile advertising right and not just treat it like a stripped-down version of the wired Web. Luckily for all, there are voices of reason working to get mobile right, if this Classic Guide is any indication. The key players in the mobile advertising and marketing ecosystem the ad networks, publishers, SMS firms, mobile marketing shops and ad agencies contributed heavily their time and effort to produce this work. To all executives and their marketing communications specialists who helped make this edition a reality a big thank-you for your patience and hard work. It is only through collaboration with all the key players in mobile advertising can a work like this become effective in its aims: to inform and educate marketers on the value of mobile advertising and perhaps entice those sitting on the sidelines to jump in now. Many thanks also to Mobile Marketers Giselle Tsirulnik and Dan Butcher for their reporting, Jordan Crook for her help with images and Jodie Solomon for convincing others to invest in this Classic Guide and others before it. Chris Harnick is new here, but he will participate in future efforts. And then theres Rob DiGioia, art director on this effort. As many will notice, this is Mobile Marketers largest Classic Guide to date 88 pages at 16 megabytes so try sending a link before emailing the entire PDF to friends, colleagues, prospects or clients. Rob worked many hours on getting the pages and images right, no easy task with a finicky yours truly. Thank-you to him as well, although his mutter in the newsroom was within earshot: It passed being a guide at 40 pages. You mean the Old Testament. I</p> <p>Please subscribe to Mobile Marketer for the latest news and analysis of mobile marketing, media and commerce. Click here.Jordan Crook Editorial Assistant jordan@ Rob DiGioia Director, Editorial Development rob@ 401 Broadway, Suite 1408 New York, NY 10013 Tel: 212-334-6305 Fax: 212-334-6339 Email: Web site:</p> <p>Mickey Alam Khan</p> <p>Chris Harnick Editorial Assistant chris@</p> <p>MOBILE MARKETERS CLASSIC GUIDE TO MOBILE ADVERTISING</p> <p>Mobile Marketer covers news and analysis of mobile marketing, media and commerce. The franchise comprises Mobile Marketer,, the Mobile Marketer Daily newsletter and 2009 Napean LLC. All rights reserved.</p> <p>Giselle Abramovich Associate Editor giselle@</p> <p>Dan Butcher Staff Reporter dan@</p> <p>WWW.MOBILEMARKETER.COM</p> <p>For advertising: cms/general/1.html</p> <p>Jodie Solomon Director, Ad Sales ads@</p> <p>For newsletter subscriptions: newsletter.php</p> <p>PAGE 4</p> <p>What does mobile advertising mean to Microsoft? Mobile is a critical component of Microsoft Advertisings strategy and vision to offer smarter, simpler and more cost-effective digital advertising solutions that span multiple screens, platforms and devices. We have made, and will continue to make, significant investments and partnerships to develop an agnostic platform that works on any device, so advertisers and publishers can provide their target audiences with empowering, engaging and entertaining mobile experiences on-the-go. Microsoft has a multi-screen strategy computer, gaming and mobile, excluding its MSNBC cable channel with NBC. How does that play out for an advertiser? The ability to bridge multiple screens, platforms and devices is critical if you are going to follow your audience throughout their digital day. At Microsoft, our goal is to drive greater reach and impact with tailored ad experiences that are empowering, engaging and entertaining, optimized for the three accepted media channels TV, PC and mobile.</p> <p>icrosoft Corp. has stepped up its commitment to mobile with an aggressive push to promote new mobile services and encourage clients to run campaigns across online, gaming and mobile channels. Charles Johnson, general manager of Microsoft Mobile Advertising and a former brand executive at Procter &amp; Gamble Co. and CocaCola Co., is charged with ensuring his companys place on the mobile advertising map. In this interview with Mobile Marketers Mickey Alam Khan, the Redmond, WA-based Mr. Johnson explains Microsofts take on mobile and its strategy going forward. Excerpts:</p> <p>M</p> <p>Mobile is critic al component of Microsoft Adve rtisings strategy</p> <p>What strides has the industry made this year that makes mobile advertising more acceptable to brands and agencies? The industry has made significant strides in improving the value of mobile effectiveness for advertisers and consumers. That said, I believe we still have a long way to go. While the technology is in place to drive digital to the phone, the mobile industry now needs to turn its focus on the end-to-end experience to help audiences become aware of and consider the purchase cycle throughout the day. Advertising, mobile apps and search must focus on the consumer. For example, the Microsoft Mobile Advertising platform supports location-based advertising of Bing with our exclusive partnership. Together with were able to improve a consumers search experience, i.e., finding a store, restaurant or place of interest nearby. Location-based advertising is a strong component of mobile search and we are already generating strong ecosystem interest in that space. Marketers who advertise on Bing can target a high-quality, searchMOBILE MARKETERS CLASSIC GUIDE TO MOBILE ADVERTISING</p> <p>So whats the mandate that Microsoft has given you for this year and next? Were committed to partnering with the carriers, like Verizon, and the OEMs to provide these experiences we all want our customers to have today, and continue to evolve our platform and services in the coming years. IWWW.MOBILEMARKETER.COM PAGE 6</p> <p>Have you seen any mobile advertising campaigns recently that you really liked? What was the standout quality? I am really proud of the mobile portion of the Deadliest Catch campaign we ran for the Discovery Channel. Not only did we execute a homepage takeover of the MSN mobile site, but also with the help of Microsoft subsidiary ScreenTonic, we created a dedicated WAP site where viewers could interact by entering their cell phone numbers to receive tune-in reminders for the show via text message. The Deadliest Catch campaign was the first time Microsoft Advertising had led a simultaneous launch that utilized our full breadth of Microsoft assets including the PC, mobile and TV gaming via Xbox and Massive, and featured the first ever MSN homepage and MSN mobile homepage conjunction takeover.</p> <p>Youre in a room with a brand marketer. What would you say to him or her about mobile advertising? As a former brand marketer for Procter &amp; Gamble, Coca-Cola and Yum Brands, I have a unique perspective when it comes to developing and launching convenience and on-the-go consumer products for advertisers. With mobile adoption increasing around the world and mobile devices becoming more sophisticated, there is a prime opportunity for advertisers to connect with consumers who no longer use their mobile to simply place calls. Mobile advertising allows companies to connect their brands with audiences when theyre on the move and away from the computer, and do so in a way that is empowering, engaging, entertaining and meaningful. Incorporating a mobile element into a digital campaign complements other avenues for engaging todays increasingly fragmented audiences. In fact, we recently completed a research stud...</p>


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