Where’s the data on mobile advertising? – Part II

Last month I wrote about the lack of data from mobile network operators to describe WAP usage statistics. This week I’d like to talk about the lack of statistics that are available from the world of the brands and advertisers.

Following the Mobile Marketing Forum from the MMA this month, and this weeks Mobile Marketing Summit here in London, the frenzy over mobile marketing is practically deafening – but how much is hype and how much is real? And not unlike my attempt to shed some light on the definitions for mobile marketing vs. mobile advertising, I’d like to look at the specifics of what I mean when it comes to data on the “spend” on the mobile channel.

From the perspective of a mobile network operator, the widely accepted level of revenue from mobile data is somewhere between 20-25%. Of this number, only 20% is non P2P mobile data (i.e.; the majority is people sending text messages to each other). The really interesting way to slice this data would include a breakdown something like this:

% Direct Marketing
% Mobile data (GPRS / 3G)
% Direct Response – Standard Rate
% Direct Response – Premium Rate
% Mobile Content Revenue Share

And from the brand and advertisers side, there is a considerable amount of focus on mobile as a potential new channel. It would be very interesting to see how the following set of statistics was answered by marketers, media and advertising agencies.

If the amount you plan to spend on the mobile marketing channel – how much will be spent on:

% mobile direct marketing – text messages
% mobile direct marketing – multi-media / picture messages
% mobile direct response (text to vote/win/enter/reply )
% mobile content sponsorship
% mobile search
% WAP banner ads
% WAP sites
% mobile games / applications
% mobile TV advertising
% Bluetooth marketing

And the more general statistics:

What % of your traditional marketing spend will include mobile call to action (MCA)?

What % of your mobile spend will be in isolation (not involving any other media)?

I know I’m not the only one asking these questions – but maybe I’m going to take a lead in formulating a list that can be built upon.

Where is a brave lemming when you need one?

Some are incredibly big brands – like Coke – some very big brands – like Peugot – and some relatively small ones like Visit England, but brands of all sizes are dipping their toe in the water and trialing the mobile as a marketing channel. What we need are brands that are brave enough to share the outcome of their efforts to help move the entire industry along. Because once one or two of these advertisers starts to share their data, everyone else will follow – like a wonderful herd (herd?) of lemmings.

Are “you” Super-Lemming!?!

Do you dare to share your results? Do you dare to fill in the table above and send me the results? Are you an advertiser, a brand, a media agency willing to take the lead and show the industry what is possible? Are you willing to nip into a phone booth and reveal yourself as Super Lemming?! If so, drop me a line because here’s the deal.

I’ll keep your true identity secret and your data safe and secure until I have data from at least 5 different media agencies, brands or advertisers. When I have 5 complete data sets, I will consolidate the data into a report that normalizes all of the data and returns the report back to you for free.

The report will become a living survey at that point where anyone who wants to submit their data into the set will be given access to the next edition – at least 4 editions per year. The report will not be available for sale, nor to the media at large and access will be limited to those who have contributed data. It will be a closed club of incredibly well informed marketers.

What’s in it for me?

As altruistic as it sounds, I get to see the industry grow. I’m convinced that once people start sharing this type of data and advertisers and media agencies start contributing their own data, everyone will be able to drive incremental new business. One of my favourite strap lines is, “Accelerating Mobile Marketing” – I’d love to be a part of it.

So – drop me a line. You can do it. You can be Super Lemming! You can be the start of the trend and before we know it we’ll have a whole ocean full of lemmings! (Ok – so maybe a lemming wasn’t the best analogy…) but give me a break. Marketers don’t always do the creative thing perfectly! Come on in… the water’s fine!