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The School of Mobile Vol. 2 - The Detail

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Chapter 3 - Mobile Technology and Solu�ons
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Ge�ng up to speed on how to use Mobile Adver�sing
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Currently all the major mobile operators (O2, Vodafone, Orange, T-Mobile, & 3, Verizon,
Sprint etc) all sell adver�sing space within the own network mobile portals. As every
individual user starts their mobile internet journey through these portals, between them
they have 100% coverage of the mobile internet audience. Adver�sing campaigns placed
with these operators are usually referred to as “On-Deck” adver�sing. However there is
an ever increasing “Off-Deck” variety of WAPsites available to buy mobile only adver�sing
space with. Some of the largest companies in this space are; MSN, Yahoo!, Google, ITV, New
Interna�onal (the Sun), BSkyB, and Yell. Each site is able to provide something different to
the user. On-Deck portals have the largest traffic but deliver their own controlled supply of
informa�on, entertainment and partners. Off-Deck portals have to work harder to en�ce
users away from the easily accessible operator portals.
Mobile Adver�sing Crea�ve:
Currently within the UK marketplace specifically, all mobile adver�sing portals/WAPsites
take sta�c mobile banner crea�ves. Certain mobile operators will allow different type types
of banner crea�ve’s such as “animated banners” (on Vodafone), & “Nowlets” (on 3, which
are a unique larger format banner). The majority of commercial WAPsite pages will also
allow “text links” to be bought. Once a mobile user decides to interact with a brand through
a “mobile banner” or “text link” the adver�ser has many op�ons to use to communicate
with that user, such as:
• Click-to-call (users place an outgoing call to the adver�ser)
• Click-to-locate (users find the nearest supplier, e.g. car dealer, shop, restaurant or cinema
etc, enabled by loca�on-based services)
• Click to order brochure (users receive marke�ng materials by supplying their postal
address)
• Click to enter compe��on (users enter prize draw or instant win)
• Click to receive email (users receive an email with links to a website by supplying their
email address, enabling comple�on of the purchase online)
• Click to receive mobile coupon (users apply for mobile coupon – possibly a barcode
– which provides access to an event or store discount etc)
• Click-to-buy (users make a purchase which may include some form of mobile or
signature less direct debit / credit card payment)
• Click to download content (users download content, including logos, wallpapers,
ringtones, onto their mobile phones)
• Click to enter branded mobile internet site (users click a banner ad to connect to
standing or campaign-specific mobile internet site)
• Click to forward content (the user forwards relevant content to friends, crea�ng a viral
campaign effect)
(Source: Provided to EyeforTravel Research by Yodel Digital)
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