KERSTIN TRIKALITIS says Bulgaria is
a growing market for mobile advertising.
offersthatmakesthe ofadvertising,makingTomato informativeandentertaining
propositionsoattractive. Plusthemostsuccessful mobileexperienceonA1
The market
Thenthereistheabilityof ad-fundedtariff(asapercentage VodafoneLive.Viabanner,link
is not only
mobileadvertisingtoachieve ofitspopulation)anywhere orMMSpush,consumerswere
thatholygrailofthe inEurope. ledtoanembeddedsite,where
expected
marketingworld–highly Oneofthereasonsforthis theycouldreadinformation
effectiveadvertisementsthat successisthatthemodel aboutthefilmandparticipatein to continue
consumersengagewith, appealstooperators,asit arafflebydownloadingthe
creatingagreatercallto allowsthemtomonetise trailer.TheprizewasaSony
growing, but is
actionand/orastrong existingnecessarynetwork EricssonC902‘JamesBond
also expected
emotionalresponse. functions–mostnotably,the SpecialEdition’mobilephone.
Whileitispossibletooffer networkinventory. Anotherrecentexampleisa
to be one of the
non-targetedadvertising–and Weenableoperatorsto successfulmobileadvertising
itmay,incertaincircumstances collect,manageanduseavast campaignforaleadingyouth
best-performing
bedesirable–inmyexperience arrayofrichmarketingdataon brandinGreece,whichisowned
targetingisbyfarthebestway theusersoftheirnetworks. bytheCoca-ColaCompany.
in the wider
toachievehigherresponseand Suchdataisgolddustto Thecampaignoffered
region.
satisfactionrates(awayof advertisersandtheiragencies, consumerstheopportunityto
measuringthesuccessand asitallowsthemtocreatehighly wingifts,suchaslaptopsand
effectivenessofadigital targetedcampaignsthatyield mp3players,byenteringa
campaign).Itallowsan tangibleresultswhichcanbe brandedmobileportal,
advertisementtobesent measured.Itisthismeetingof downloadingcoolvideosand
topeoplewhoare themobileoperatorand sendingthemontotheirfriends.
reallyinterestedina advertisingworldsthatwillturn Thiscampaignhasaverage
certainbrand,or thetechnologyintoasuccessful click-throughratesofaround10
toaspecific businesspropositionfor percent,and–more
demographic operators,ontheonehand,and importantly–aviraleffectof
group.For advertisersontheother. approximately50percent.This
example,asportsbrandwould meanshalfoftheuserswho
sendadvertisementstoalistof Directtothecustomer entertheportalforwardthe
peopleknowntobekeenon Sohowcanmobileadvertising videostotheirfriends,thereby
sports.Itisobvioussuchpeople campaignsbecarriedoutin referringthemtoparticipatein
wouldbemorelikelytoreadthe practice?Brandscanreachtheir thecampaignaswell.
advertisementschannelledto targetcustomersinavarietyof Thisisaremarkable
theirmobiledevices. waysthroughmobileadvertising, achievementandyetmore
Lookingatanotheroperator withcreativemediathatgo evidenceofthehighlevelof
inCroatiaasanexample,the beyondwhatweareusedtoin consumeracceptance.
successofsuchtargeted theonlineenvironment,suchas Inlightofthesaturationof
campaignsintheregionhas MMS,SMS,videoand2D conventionalmarketinginthe
beendemonstratedbyTomato barcodes.Mediarich,interactive region,andprovidedthatthe
Plus,anad-fundedtariffmodel formsofadvertisingare advertisingcommunity
formobilephoneusers.Tomato incrediblypopular,astheycreate implementsitintherightway,
Plusprovidesfreeminutes memorableexperiencesthat Bulgarialookssettobethe
and/orSMSinexchangefor leadtoincreasedcampaign nextbigmarketformobile
receivingtargeted effectivenessandimpressive advertisinginCentraland
advertisementsviaSMSand responserates.Anexampleisa EasternEurope,wherewe
MMSwhichconsumershave recentcampaignweranin havefoundadvertisersand
optedintoandprovidekey Austriatopromotethelatest consumersarerapidly
demographicinformation. JamesBondmovie,‘Quantumof embracingthemobile
Consumershaveembraced Solace’.Thecampaignwas advertisingrevolution.
thisapproachandhave adaptedforthemobileformat,
Kerstin Trikalitis is CEO of Out
respondedstronglytothistype transformingitintoan
There Media.
www.dmi-news.com May 2009 11
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