Mobile Banner Advertising - Spark or Damp Squid- Mobile Marketing & SPAM

Wednesday, January 03, 2007

Mobile Banner Advertising - Spark or Damp Squid

There are a few articles that I've seen today talking about Verizon and their recent step into the fray of online advertising:

AdJab offers a word of caution on mobile budget expectations. And AdWeek looks at 200M mobile enabled US consumers and the barriers to access for this community - and awards the biggest obstacle award to the operators...

What we are seeing is more banner advertising on WAP pages.

A significant percentage of all page impressions are content downloads where no banners are displayed. If you consider that the majority of mobile internet traffic today is related to content downloads - and that an average content download takes no less than 3 page impressions to complete - you will soon realize that there are far fewer actual pages being viewed. Of course that will become evident when we start looking at available inventory.

Laura Marriott from the MMA - reporting from 3G World Congress and Mobility Marketplace reports that,

"Agreement on the number of page views was actually up for debate on the panel, but bottom line, there are a lot!

WAP banners are great for brand extension - but due to the limited user interface on the majority of mobile devices ( except mobile PDA devices of course) they aren't much good for actually driving people to further websites. People cannot easily "click-through" because the user interface is poor and it is not always clear which banners are clickable.

And although attitudes are changing - the mobile operators are still the barrier to entry.

John Mellow over at TechNewsWorld.com reports US ready for mobile marketing - maybe

"Before the carriers began offering inventory, an advertiser would have to go either off-portal or to a mobile ad network. Neither would have the number of impressions that they would get by going to a carrier," Lagattuta explained.

The carriers' moves represent a change in attitude for them, according to Jason Ankeny, editor of FierceMobileContent, a mobile news Web site.

"Carriers have always subscribed to this 'walled garden' mindset," he told the E-Commerce Times. "They do not want to share revenues or editorial control over the content that appears on their decks. That is slowly changing."

As long as the only inventory available is that directly from the carriers/operators themselves, there will never be enough interest to really get the market off the ground. It is only when the operators stick to what they do best - running a network - and take down all the walled gardens and the incredible price barriers for consumer access to mobile content that we will begin to see real marketing power come to bear.

And only when the devices in the hands of the ordinary consumer become WAP site friendly will we see the true power of banner advertising in the way we think of it when it comes to the Internet today.

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A few words about why we're here

Since consumers first started to use SMS marketers have had the idea of text message marekting or marketing sms - also known as mobile marketing. And since that time marketing sms messages have grown and changed and new technology like bluetooth marketing, marketing bluetooth style to phones in close proximity to an advertisers.

And since the e-mail spam scourge took over the media, people have worried that there will be mobile phone spam. Spam is just another way of saying that advertisers send unsolicited text message marketing, marketing sms, bluetooth marketing or any other form of mobile marketing - it's mobile phone spam. There are even guides on how to spam phone s.

Consumer Preference is about permission based marketing, permission marketing solution. If, as an advertiser you can execute permission based marketing campaigns then you can certainly find ways to benefit from mobile marketing. And permission starts with understanding the consumer marketing preference. If you can understand consumer marketing preference, then you can execute permission based marketing. And permission marketing is not mobile phone spam.

There are many mobile marketing company listings that can be found on the Internet - and most mobile marketing company websites will tell you how they focus on permission marketing. Make sure that the one you partner with does more than tell you about it on the website. Opt-in marketing starts with your traditional marketing soliciting for permission.

Yes - Mobile marketing starts with traditional marketing - print, web, radio, television - all of the old standards. Because before you can send the first message to a consumer, you must obtain their permission... and that means that you understand consumer marketing prefernce.

Please enjoy reading consumer-preference.com - and if you feel that there is a point I'm making you'd like to share - then put a link to it from your own site. And always feel free to leave comments!

Troy Norcross

About Me

Name: Troy Norcross

Location: London, United Kingdom

I believe very strongly that consumers have a right to privacy. Just because it is getting harder to reach consumers doesn't mean that marketers should be (or need be) more devious or more forceful in their attempts to reach us. In fact, quite the opposite. Many of us are happy to be contacted with relevant, timely, meaningful offers. But it's going to be on our terms. No longer victims of aggressive marketing, we want to participate in the process with trusted brands and partners. Come and hang out with me here on Consumer Preference and learn how as a consumer you can have more control than you thought - and, if you're a marketer, how you can reach people in an effective and respectful way. You can reach me at the email link below.

Mobile Marketing & SPAM

Wednesday, January 03, 2007