GUESTAUTHOR–COUNTRYSPOTLIGHT
The21stcenturyBalkans
Mobile
When you walk down the ambientnoiseandgettheir thelanguagetheyunderstand,
streets of Sofia, Bulgaria, you brandmessagesacross, withhigh-valueinventorythat
advertising is
are instantly struck by the ultimatelyaddingtotheir addresstheirtargetaudiences.
quantity of advertising and bottomlineandprovidinga M-TelandOutThereMedia
now evolving
marketing all around. superiorreturnoninvestment. arepioneeringthisapproachby
rapidly to
Thecityisawashwith Bulgariaisanultra-high takingmobileadvertising
billboards...andthesameis growthmarketinthemobile beyondthehypedearlyyears.
encompass the
thecasewiththebroadcast landscapeofCentraland Wearealreadyseeingclear
networks.Thiscreatesa EasternEurope,with proofthatconsumersare
actual business
challengeforbrandstoreach mobilepenetrationof reactingwelltothisformof
consumerseffectively,aswellas around130percent. targetedadvertising.This
of producing
tocutthroughthenoise,in Whatmakes suggeststhereisreallong-term
and selling
ordertostandout. mobileadvertising
Mobilehaslongpromisedto attractiveinsucha
advertising.
overcomedifficultieslikethese marketisnotjust
bygivingbrandstheabilityto thatthereisan
delivertargeted,personaland increasingnumberof
relevantadvertisingdirectlyto Bulgariansowninga
therightconsumer. mobilephone;itis
Thisspring,M-Tel(ownedby alsothatmobile
AustriaTelekomandthe advertisingisnow
dominanttelecominBulgaria) evolvingrapidlyto
andOutThereMedia,launched encompasstheactual
anewmobileadvertisingservice businessofproducing
ontheVodafoneLive!portal, andselling
makingtheoperatorthefirstin advertising.
Bulgariatoofferbrandsand Thisincludes
theiragenciestheopportunity everythingfrombeing
growthinthisimportantmarket.
toadvertisetomobile abletomeasurethe
Inaddition,withmany
subscribers/consumers. ROIthatadvertisers
consumersgivinguptheirfixed
Thishasthepotentialto require,toengaging
lineformobile,themarketisnot
helpadvertiserscutthroughthe withmediabuyersin
onlysettocontinuegrowing,
butisalsoexpectedtobeone
ofthebest-performinginthe
widerregion.
Bulgaria
Mobilisingmarketing
Mobile communications accounted for 59.3 per cent of Bulgaria’s
Oneoftheappealsofmobile
telecoms market last year, which was worth a total ¤1.55bn (US$2bn)
advertisingisthesheerrangeof
optionsavailabletoadvertisers,
Population: 7,673,215; 70 people per sq km (country size: 110,994 sq km)
whichenablesthemtocreate
advertisingandmarketing
Internet usage: 2,200,000 users
opportunitiesthatcomplement
(28.7 per cent of the population)
theirbrands.
Advertisementscanbeseeded
Gross National Income per capita: ¤2,660 (US$3,450)
invideogames,text-to-winSMS
campaigns,coupons,proximity
Currency – lev, divided into 100 stotinki. (1 lev = ¤0.5). There are plans to
marketing,idlescreenadverts,
switch to the euro between 2012-15. Bulgaria joined the EU in 2007
callscreenads,messagingads
–thelistgoeson.Itisexactly
thisvarietyofadvertising
channelsthatthemobilephone
10 May 2009 www.dmi-news.com
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