Tag Archives: technology

IAB, MMA work together on industry standards to measure mobile web ad delivery

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Industry standardization for the Mobile Web Advertising and Measurement Guidelines is recently released by the Interactive Advertising Bureau (IAB) and the Mobile Marketing Association (MMA) for public comment. The guideline is reportedly designed to regulate the key metrics for the mobile interactive industry.

With the help of Media Rating Council, the guidelines will be expected to provide a framework that governs how ad impressions are counted on the mobile web. In a statement at Mobile Marketer NY, MMA said that “effective and reliable measurement standards are a cornerstone requirement for the health and future growth of the mobile marketing industry”.

The guidelines, among other things, are also aimed to provide transparency to the marketplace and the ability to compare programs across organizations and industries both today and over time.

MMA added “Once marketers are able to reliably measure and track their programs they’ll then be able to calculate the ROI of their programs and invest their marketing budgets to optimize value to their customers and their businesses”.

The “Mobile Web Advertising Measurement Guidelines” program is set with the following objectives:

  1. Defining the mobile Web ad impression
  2. Creating a common definition and methodology that will become widely adopted in the U.S. and globally for counting mobile Web ad impressions
  3. Encouraging U.S. mobile Web ad servers to have their impression counts audited by an independent third party
  4. Distinguishing between the established IAB Web ad impression and the mobile Web ad impression, and when each metric is appropriate
  5. Providing marketers and agencies with greater clarity and certainty via the auditing process that key metrics used for buying mobile Web ads are methodologically sound and meet the highest standards available to the media industry
  6. Reducing levels of discrepancies and spurring the industry’s growth by offering  Internet publishers and ad servers a consistent, rigorous way to count the delivery of ad impressions

MMA and IAB encourage the industry players such as advertising agencies, advertisers, online publishers and technology vendors to read the proposed guidelines and submit comments. The public comment period for the guidelines is open until December 10.

TheTMSway Weekly Radar on Mobile Marketing and Business

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MMA updates guidelines for cross-carrier mobile content

The Mobile Marketing Association updated its United States Consumer Best Practices Guidelines for Cross-Carrier Mobile Content Services. The guidelines are the industry standard for cross-carrier mobile services such as text messaging, multimedia messaging, short code programs, interactive voice response and mobile Web. The new 5.0 guidelines outline acceptable and unacceptable practices for all players in the U.S. ecosystem.

Mobile Advertising, SMS Can Achieve “More Than A 100% Response Rate,” Says Expert

Though it may be perceived as a bit over ambitious, mobile advertising is said to be capable of a “more than 100% response rate,” according to one industry expert. Speaking at an Internet trade expo, Marc Hyatt of Txtlocal substantiated his claim by using the example of SMS and the viral effect that marketers can experience using the medium, saying “consumers receiving SMS did much of the marketing work themselves.”

Nearly Half of Mobile Ads Served to Smartphones

Reporting from Millennial Media, a mobile advertising network that reaches 83% of US mobile subscribers, indicates that smartphones account for almost one-half of mobile ad impressions in the country. More subscribers may have feature phones, but they make up only about one-third of mobile ad views, likely because users have less interaction with advanced mobile content.

Mobile advertising bucks the downward spiral evident elsewhere

2009 was a bad year for the “traditional” advertising industry with a significant drop in advertising revenues recorded in TV, radio and the print media. However, in one specific area, mobile advertising, revenues grew by 32 per cent – once again proving that it’s an ill wind that blows nobody good. Martyn Warwick reports. A new survey undertaken by the Internet Advertising Bureau (IAB) in association with PricewaterhouseCoopers also shows that a sea change is underway.

Where’s mobile advertising?

Smart phone usage. All of this comes as Forrester Research estimates that of the some 277 million mobile phones currently in use in the United States, 17 percent are smart phones, defined as “a mobile phone or Internet-connected handheld device that uses a high-level operating system such as iPhone OS, BlackBerry OS, Windows Mobile, Palm OS, Web OS, Symbian, and any flavor of Linux including Android.” And the number is growing, with Nielsen reporting that 25 percent of all new cell phones sold are now smart phones.

Mobile email marketing will be driven by increase in commerce

The mobile marketing sector – including SMS and email marketing – will be driven by a growth in consumer spending via the channel, it has been claimed. According to a new study by the Internet Advertising Bureau and PricewaterhouseCoopers, total spending via mobile phones increased by 32 per cent last year – reaching £37.6 million. And the organisations believe this trend is set to continue.

Shopping by Mobile Creates an $8bn Opportunity for Mobile Advertising & Coupons, Juniper Report finds

A new report from Juniper Research has found that the mobile marketing and retail sector (comprising mobile advertising, coupons and smart posters) will exceed $8 billion by 2012 globally. The Mobile Marketing and Retail Strategies report found that Retailers were already starting to exploit the mobile channel through advertising campaigns on the handset and by issuing money-off coupons. The market for these two activities alone is forecast grow by half in the next two years.

UK mobile advertising market grows 32% in 2009 to £37.6m

Despite a contraction in the advertising sector in 2009, total spend on mobile phone advertising in 2009 rocketed by 32% year on year to a new high of £37.6m, according to second, annual Internet Advertising Bureau (IAB) – the trade body for digital marketing – and PricewaterhouseCoopers (PwC) study. While some brands and media owners cut back their investment in mobile advertising, the medium grew at a faster rate than predicted due to its exceptional targeting, immediacy and return on investment.

Why Apple’s tilt toward control over openness may hurt all

It is through this context that I view iPhone 4.0 and iAd as watershed moments for Apple’s mobile platform. If Apple continues to maintain a balance between control and openness, its path to becoming a dominant mobile platform will be unimpeded. However, if the balance it has achieved is disrupted, a rapid decline may be inevitable.

Web sites may be losing affiliate revenue as mobile access increases

Affiliates of networks like LinkShare and Commission Junction are not being properly compensated for traffic they refer when end-users are on mobile devices, according to MobForm. Per mobile publisher network MobForm, brands developing their mobile strategy may not have the full picture with respect to the restrictions that are currently in place preventing mobile affiliates from promoting their offers.

Mobile Entertainment Forum US produces webinar and guidebook to foster better understanding of m-commerce in entertainment sector

Hot on the heals of the Mobile Marketing Association coming over all ‘m-retailing’, the Mobile Entertainment Forum (MEF) North America has set up a Mobile Commerce (M-Commerce) Initiative all of its own, to help brands, content producers and retailers better understand how to leverage the mobile phone to drive customer acquisition, retention, and conversion.

From TheTMSway: TMSfactory now with new improved mobile marketing services and more user-friendly interface

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We are happy to announce the latest from tmsshortcodes.com, your self-service mobile marketing platform for “media to mobile” interaction. This month, we kicked off in the next phase of our mobile marketing services development with a totally new version of TMSfactory equipped with more services and a simpler and friendlier interface.

SMS campaign builder. You can use our SMS TXT campaign builder when you aim to create a simple SMS text ad. Our SMS campaign builder can localize campaigns in up to 160 targeted countries in real time.

We have added 2 optional services to our SMS campaign builder. First is the possibility to add a URL in the SMS which can be linked to mobile web content for consumers who have Internet-enabled mobile phones. Second is the possibility to use a TMS online widget to reach more consumers and collect new mobile consumer’s contacts.

To access the service: Go to tmsshortcodes.com > My Campaign > New Campaign > from TMS Express at the right side bar, choose SMS TXT campaign.

Mobile Coupon Service. This service gives you the opportunity to build your own mobile coupons using TMSfactory – 3 different coupons are now available:  Discount or Gift Coupons / Classic Coupon / My own coupon, with ready-to-use templates where you can simply create your desired contents fast and easy. The mobile coupons service also offers optional templates such as Terms & Conditions and Feedback.

Measure the coupon’s performance. You can access to the TMS metrics tool which gives data and statistics to help you determine how far your mobile coupons have gone in terms of clicks, downloads, visits etc.

The service is for global use. You can assign your campaign to specific locations and participating stores for the validity of your mobile coupons. For more details, you may visit at www.tmsshortcodes.com or e-mail us at news@tmsshortcodes.com

To access the service: Go to tmsshortcodes.com > My campaign  > New campaign > from TMS Express in the right sidebar, choose “Mobile coupons”.

Tiny URL and Widget Service. This service is customized for online marketer who runs a campaign on web, email, and social media. If you wish to drive the audience directly to your store, restaurant, or the like, our platform works best for your strategic marketing approach.  This service allows you to create a tiny URL linked to a TMS widget form (that you can customize) where “opt in” consumer can enter their cell numbers to receive in real time your mobile coupon or invitation via a simple SMS message alert (with a link).The service is available in 160 countries. You can include the Tiny URL in your social posts, email copies, and behind a button or banner in a specific website.

To access the service: Go to tmsshortcodes.com > My Campaign > New Campaign > from TMS Express in the right side bar, choose Tiny URL + Widget.

Freemium Service. This is the newest free service that allows the bridging of mobile campaigns from all forms of media using our TMS shortcode technology, built for real time interaction (Telco free) between media and the mobile internet.

When you avail to our new Freemium service, you can use our TMSfactory site builder to develop your mobile offer: like creating a mobile site (rewards, newsletter, coupons, or invitations); or you may connect your existing mobile site to a TMS shortcode.

Our Freemium service helps you generate a unique shortcode and associate it to your mobile campaign (i.e.: 323 071 356).  You can display your shortcode to different media like billboards, restaurant flyers, print ads, and TV or radio air spots. You can just invite your customers to use their mobile phones and enter the given shortcodes at the code search engine powered by TMSsearch.com.

Sample: Use your mobile phone to get our mobile coupon. TMSsearch.com > code: 320 28 90

Why using a shortcode is better than URL? First, it is easier to use by consumers. Second, it is integrated with data collection and management. Lastly, you can benefit from earlier campaigns that already used shortcodes as their consumers have bookmarked the TMSsearch.com on their mobile phones and it is a reflex for them to use the service.

To access the service: Go to tmsshortcodes.com > My campaign  > New campaign > from TMS Express in the right sidebar, choose “Freemium service”.

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TheTMSway Weekly Radar on Mobile Marketing and Business

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Mobile has better targeting than early Internet: digiday keynote

Mobile marketing has more momentum and better targeting than the early days of the Internet, according to a member of the digiday: Mobile keynote panel. The panel focused on the state of mobile marketing and featured analysts with data on mobile marketing usage. Panelists discussed response rates, campaign sizes, appropriate approaches to campaign measurement, top spenders now and in the future, SMS versus WAP banners, in-application advertising and emerging ad formats.

Orange Kenya subscriber base hits 1.3 mln

Orange Kenya’s number of mobile subscribers has reached 1.38 million, and the mobile operator expects the number to increase to 2 million by the end of this year. CEO Mickael Ghossein said Telkom has a consolidated subscriber base for its various services of 1.8 million, including fixed lines. Ghossein said Orange Kenya, the country’s third-largest by subscriber base, spent KES 8 billion to expand its network in 2008 and expects to match that amount this year.

Mobile Marketing – Ready for Primetime

The mobile opportunity is tremenous. In Asia Pacific alone, mobile subscribers are forecast to reach three billion in the near future with penetration rates 20 times higher than Internet connectivity in many of these countries. As the penetration of mobile phones continues, brands who want to reach their audience in new and innovative ways are increasingly turning to mobile as a driver of their marketing campaigns.

Mobile: The 7th Mass Media

The mobile phone has emerged as the 7th mass media channel, but it has to be emphasized that it is as different from the internet [6th Mass Media] as TV [5th] is from radio [4th]. Trying to force concepts from the internet, TV, or other previous media would produce a disappointing audience experience on mobile, but understanding the unique power of mobile as the 7th mass media can deliver radical new concepts and new players and winners.

China Mobile half a billion subscribers

China Mobile has become the world’s first mobile operator to pass the half a billion subscriber milestone. In a brief customer data update on its website this morning, the Chinese market-leader said it had reached 503 million customers by the end of August. It said it added 5.3 million customers (net additions) in August to reach the half a billion milestone, which means that the operator has added 45.7 million customers (cumulative net additions) in the year to date.

Mobile’s future is in full media integration: Mobile Ad Summit panel

The future of mobile will consist of integrated media campaigns, augmented reality and rich media mobile Web sites, according to a panel at the Mobile Ad Summit. Representatives from HyperFactory and R/GA were on hand to discuss new mobile innovations such as using HTML to format mobile sites to look like applications and augmented reality promotions. These new trends have already been active in Europe and are poised to sweep the globe.

Smartphones driving growth of mobile advertising: Mobile Ad Summit panel

A trio of CEOs representing heavy-hitting ad agencies agreed that increased smartphone adoption is making mobile a more desirable platform for brand advertisers. These high-powered advertising executives weighed in on the state of the mobile industry during a panel at the Mobile Ad Summit during advertising week in New York. While the panelists admitted that the recession has taken its toll on marketing spend, they were bullish about the prospects for mobile going forward.

Demographics of Facebook growth

Facebook may have started as a site geared toward the college crowd, but as the most popular social network in the US, it has broadened its user base considerably. The Nielsen Company reported that in June 2009 Facebook had a unique US audience of more than 87 million people, compared with fewer than 63 million who visited MySpace that month.

Cost and ROI for mobile campaigns

eMarketer: What do mobile campaigns cost? “An eight-week campaign for mobile media…we’re probably talking about $250,000 to $300,000.” Patrick Moorhead: An eight-week campaign for mobile media—which could be a combination of mobile display and text messaging—we’re probably talking about $250,000 to $300,000.

SMBs More Likely to Use Digital than Traditional Media

Online ad penetration keeps climbing. As of August 2009, small and medium-sized businesses (SMBs) in the US are more likely to advertise online than via traditional media. Based on the “Local Commerce Monitor Wave XIII,” from The Kelsey Group and ConStat, 77% of US SMBs used online for advertising in August 2009, compared with just 69% that used traditional media. This is the first time penetration of online advertising surpassed traditional. In an earlier survey from August 2008, 73% advertised online while 74% used traditional media.

Online, Mobile Ad Revenues Set to Climb

Online advertising revenues will creep upward in 2009 only to drop in 2010 before recovering, predicts the Yankee Group in its “2009 Advertising Forecast: Getting the Consumer’s Attention.” The research firm pegs 2009 online ad revenues at $23.63 billion, a 1.8% year-over-year increase. In 2013 revenues will surpass $31 billion.

South Korea Approves Sale of iPhone

SEOUL, South Korea (AP) — South Korea’s telecommunications regulator said Wednesday that Apple can sell its hit iPhone in the country — potentially shaking up a cell phone market controlled by domestic manufacturers. The development comes a month after Apple cleared the way to enter China’s massive cell phone market as well. As part of its deal with wireless carrier China Unicom Ltd., Apple is expected to begin selling the phone in China in the fourth quarter.

TheTMSWay allows Mobile coupons distribution from classic online marketing campaigns

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TheTMSWay continues to innovate in digital marketing with its Media to Mobile platform, launching 3 new services that provide easy ways to deliver a personal mobile offer (coupon, invitation, promotion or reward) to consumers directly from an online campaign.

The first service allows marketers to deliver mobile coupons from Email marketing, the second from standard Web banners, and the last from Video widgets.

The Email widget comprises a form where users can provide complete information required to receive in real time a free SMS (or email for Smartphones). The widget will be included in the email of the campaign via its URL. The SMS distribution is available in 160 countries (all Asia included) powered by a TMSfactory platform.

The mobile rebound (via SMS box) in the standard web banners allows consumers to enter their cell numbers to receive a direct offer. This pull servicing is based on CPC model, a complementary to the classic CPM model, which allows marketers to initiate a conversation with consumers via personal messages. TMS leverages this kind of service meeting the marketer’s expectations in terms of measurable investment returns – a point of which the classic ad banners and CPM model could not address upon.

TMS, on other hand, provides a video ad widget useful for real time sending of mobile coupons in return for feedback or poll answers. Using TMS, video ads campaign will become measurable as the platform is integrated with tools for marketer’s direct access to the data.

“With the global economic downturn we currently face, marketers tend to be more careful in asking for measurable campaign returns whilst on other hand, pushing consumers to become more receptive on discount coupons. In this win-win situation, the mobile displays a major medium to communicate with consumers; that is if we respect the rules of personal media calling on requested content distribution against actual push spam. At TMS, we believe that the bridging of mobile offers to online campaigns is a great opportunity that every marketer can take a look for huge consideration” says Frederick Saurat, one of TheTMSway founders.

Providing these new campaign services, TMS supports marketers in the creation of mobile offers using a Telco-neutral platform that is optimized to all mobile operating systems and can deliver the offer to worldwide mobile subscribers.