Comments on: M:Metrics Mobile Marketing Stats http://mobhappy.com/blog1/2006/10/10/mmetrics-mobile-marketing-stats/ Russell Buckley and Carlo Longino on mobile technology. Wed, 10 Mar 2010 15:31:40 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Sergio Falletti http://mobhappy.com/blog1/2006/10/10/mmetrics-mobile-marketing-stats/comment-page-1/#comment-36814 Sergio Falletti Mon, 16 Oct 2006 13:03:34 +0000 http://mobhappy.com/blog1/2006/10/10/mmetrics-mobile-marketing-stats/#comment-36814 Two comments on your post: 1) I agree with you re. outdoor advertising being weaker than one would expect. The figures confirm our own experience too. I suspect that the reason for the low take-up is that outdoor has usually been treated as an 'above-the-line' medium where branding is more important than response. Big pictures and catchy copy, but not necessarily attention to consumer response. 2) The download stats are interesting irrespective of whether they are for apps or assets. In both cases consumers would have had to switch from SMS to WAP, which is the main cause of drop off (I'd say 30% more than 75%). Two comments on your post:

1) I agree with you re. outdoor advertising being weaker than one would expect. The figures confirm our own experience too. I suspect that the reason for the low take-up is that outdoor has usually been treated as an ‘above-the-line’ medium where branding is more important than response. Big pictures and catchy copy, but not necessarily attention to consumer response.

2) The download stats are interesting irrespective of whether they are for apps or assets. In both cases consumers would have had to switch from SMS to WAP, which is the main cause of drop off (I’d say 30% more than 75%).

]]> By: reno marioni http://mobhappy.com/blog1/2006/10/10/mmetrics-mobile-marketing-stats/comment-page-1/#comment-36283 reno marioni Fri, 13 Oct 2006 07:45:23 +0000 http://mobhappy.com/blog1/2006/10/10/mmetrics-mobile-marketing-stats/#comment-36283 Sorry, should read ''point of inception" as scott mentions and *not* the 'point of exception (although that can be funny as well :-)) Sorry, should read ”point of inception” as scott mentions and *not* the ‘point of exception (although that can be funny as well :-) )

]]> By: reno marioni http://mobhappy.com/blog1/2006/10/10/mmetrics-mobile-marketing-stats/comment-page-1/#comment-36282 reno marioni Fri, 13 Oct 2006 07:43:20 +0000 http://mobhappy.com/blog1/2006/10/10/mmetrics-mobile-marketing-stats/#comment-36282 Excellent Points, Scott. The point of exception, creative and effective call to action applicable for each medium is crucial for success. Marketers should look to mobile as a way the thread the needle across all mediums. It specifically unifies Internet, Offline and Mobile technologies into an iron triangle of interactive and meaurable marketing efforts. Reno Founder Pointr.com Excellent Points, Scott.

The point of exception, creative and effective call to action applicable for each medium is crucial for success. Marketers should look to mobile as a way the thread the needle across all mediums. It specifically unifies Internet, Offline and Mobile technologies into an iron triangle of interactive and meaurable marketing efforts.

Reno
Founder
Pointr.com

]]> By: Scott Beaumont http://mobhappy.com/blog1/2006/10/10/mmetrics-mobile-marketing-stats/comment-page-1/#comment-36048 Scott Beaumont Thu, 12 Oct 2006 09:23:28 +0000 http://mobhappy.com/blog1/2006/10/10/mmetrics-mobile-marketing-stats/#comment-36048 I agree that Billboard could be a powerful tool for reaching out to mobile customers but evidence for this right now is largely anecdotal as M-Metrics suggest. There is a structural problem here in that mobile promotions are not part of the core marketing package at point of inception, but rather a consideration downstream when contingency budget is still available. Most poster, TV (and other) campaign creative is usually fixed at this point even to the point that a simple mobile call-to-action cannot be included. The advertisers (or agencies) that have the earlier foresight and include mobile upfront, I think, will be rewarded by broader adoption by mobile users. Time will tell. I agree that Billboard could be a powerful tool for reaching out to mobile customers but evidence for this right now is largely anecdotal as M-Metrics suggest. There is a structural problem here in that mobile promotions are not part of the core marketing package at point of inception, but rather a consideration downstream when contingency budget is still available. Most poster, TV (and other) campaign creative is usually fixed at this point even to the point that a simple mobile call-to-action cannot be included. The advertisers (or agencies) that have the earlier foresight and include mobile upfront, I think, will be rewarded by broader adoption by mobile users. Time will tell.

]]> By: Mike Rowehl http://mobhappy.com/blog1/2006/10/10/mmetrics-mobile-marketing-stats/comment-page-1/#comment-35703 Mike Rowehl Wed, 11 Oct 2006 05:33:39 +0000 http://mobhappy.com/blog1/2006/10/10/mmetrics-mobile-marketing-stats/#comment-35703 I'm assuming you're referring to the "downloads for device" in the second table from the report. I'm not sure those are application downloads however. I'm thinking of IPSH style campaigns that have downloads of ringtones, wallpapers, and themes. Are those grouped in the downloads category? Cause that would make a lot more sense. If it is app downloads, I agree, that's very unexpected. I’m assuming you’re referring to the “downloads for device” in the second table from the report. I’m not sure those are application downloads however. I’m thinking of IPSH style campaigns that have downloads of ringtones, wallpapers, and themes. Are those grouped in the downloads category? Cause that would make a lot more sense. If it is app downloads, I agree, that’s very unexpected.

]]> By: Jaimee Minney http://mobhappy.com/blog1/2006/10/10/mmetrics-mobile-marketing-stats/comment-page-1/#comment-35649 Jaimee Minney Tue, 10 Oct 2006 21:23:24 +0000 http://mobhappy.com/blog1/2006/10/10/mmetrics-mobile-marketing-stats/#comment-35649 Russell- Thanks for the post, and for the compliments! I wanted to add a few points of clarification: 1) We do ask specifically about billboards, but in some of the markets, the response rate was too small for us to project with accuracy, so we did not include it in the press release. In any case, "Billboard or Poster" was the least popular response to this question, in every geography, despite the very logical argument you provide for the medium. 2) The question that pertains to the source of the SMS solicitation offers three options: current mobile network; company with permission; company without permission. The numbers of people who claimed to receive unsolicited SMS ads was higher than those who received ads that they believed they had opted into. More on that phenomenon in an upcoming annoncement! As always, you always have your finger on the pulse of this market! We are very focused to measuring the mobile marketing/mobile advertising market, and will continue to update these, as well as other, marketing-related metrics. Russell-

Thanks for the post, and for the compliments! I wanted to add a few points of clarification:
1) We do ask specifically about billboards, but in some of the markets, the response rate was too small for us to project with accuracy, so we did not include it in the press release. In any case, “Billboard or Poster” was the least popular response to this question, in every geography, despite the very logical argument you provide for the medium.

2) The question that pertains to the source of the SMS solicitation offers three options: current mobile network; company with permission; company without permission. The numbers of people who claimed to receive unsolicited SMS ads was higher than those who received ads that they believed they had opted into. More on that phenomenon in an upcoming annoncement! As always, you always have your finger on the pulse of this market!

We are very focused to measuring the mobile marketing/mobile advertising market, and will continue to update these, as well as other, marketing-related metrics.

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