Marketing

Microsoft expands mobile advertising efforts

Wed, 21 May 2008 06:59:59 -0400

Microsoft announced at its advance08 online advertising leadership forum that it will launch display advertising across its Windows Live Messenger and Windows Live Hotmail mobile services in the U.S., U.K., France and Spain, with additional markets to follow. The software giant also announced plans to introduce mobile search advertising on its Live Search Mobile platform, enabling advertisers to now create keyword campaigns via Microsoft adCenter. The beta is now available in the U.S. and will expand to other international markets in the second half of 2008. Microsoft adds all campaigns will adhere to Mobile Marketing Association guidelines.

For more on Microsoft's mobile advertising push:
- read this release

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Amp'd head Adderton resurfaces with Agency 3.0

Wed, 21 May 2008 06:59:57 -0400

Almost a year after Amp'd Mobile filed for Chapter 11 bankruptcy protection, the failed MVNO's founder and CEO Peter Adderton is resurfacing at the helm of digital media firm Agency 3.0, a multi-platform strategic content developer and marketing venture backed by entertainment representation giant the William Morris Agency. Agency 3.0 promises to work with content providers, advertisers and brands to design, implement and monetize digital media efforts, and will work alongside WMA's Consulting and Digital Groups to identify potential projects and opportunities. Adderton will serve as Agency 3.0's CEO and lead the company's mobile practice.

For more on Agency 3.0:
- read this release

Operator advertising sends the wrong message

Fri, 16 May 2008 07:00:00 -0400

Earlier this week I strolled outside to the mailbox to find something unexpected: Junk mail that wasn't junk at all. It was a cardstock promotion from American Airlines, designed in the size and shape of a Nokia N95 smartphone and dedicated to the carrier's mobile web service. The promo succinctly outlines the benefits of the AA.com mobile site, promising travelers wireless access to features like check-in, itinerary viewing, flight booking and changes, upgrade requests and so on. "You're on the go" it reads, and without a doubt travelers are a consumer demographic uniquely positioned to capitalize on the promise of the mobile platform--away from their homes, offices and PCs, their handsets are a lifeline to information and services they might otherwise access through more traditional channels.

I don't recall receiving direct mail promoting a company's mobile website before. For that matter, it's unusual to see the mobile web advertised in any format or venue. Think about the focus of most mobile operator TV commercials: The spots inevitably feature network coverage, pricing plans or new handset models. Mobile data services almost never enter the equation. Compare Apple's iPhone advertisements to its operator partner AT&T's ads: While Apple routinely emphasizes the mobile Internet, social networking and mobile video, AT&T proudly touts "More bars in more places," tacitly acknowledging that network coverage remains a dicey proposition even at this advanced stage of the industry's evolution. The contrast is so extreme that it's difficult to believe Apple and AT&T are more or less advertising the same technology and services.

The only time you regularly see operators promoting mobile data is in connection with some kind of sponsorship deal, whether it's AT&T's support of American Idol text voting or Verizon Wireless' patronage of the Stanley Cup playoffs on cable network Versus, a pact that includes commercials for NHL highlight videos and news delivered via the carrier's V Cast service. But even that pales in comparison to Verizon partner ESPN's proactive promotion of its ESPN MVP mobile service--the sports giant regularly airs commercials that accent multimedia features including play-by-play game tracking, fantasy team management, video alerts and analyst commentary. But there's only so much companies like American Airlines, Apple and ESPN can do to sing the praises of the mobile experience: That responsibility ultimately rests with the operators. But when the message is still "Can you hear me now?" everything else gets drowned out. - Jason

Virgin extends Sugar Mama to Facebook

Thu, 15 May 2008 06:59:59 -0400

Virgin Mobile USA announced the Fund My Phone application, which extends the operator's Sugar Mama marketing program to the Facebook social networking platform and enables consumers to earn wireless airtime for their fellow Virgin Mobile subscribers. Over 700,000 Virgin Mobile USA customers have joined the Sugar Mama initiative since its 2006 launch, viewing ad spots, responding to branded text messages and completing surveys to earn free airtime; with Fund My Phone, consumers download the app to their Facebook profile page and share up to five different spots with Facebook friends, scoring free minutes as the ads are viewed.

For more on Fund My Phone:
- read this release

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FTC to monitor mobile marketing

Fri, 09 May 2008 06:59:57 -0400

The Federal Trade Commission said it will carefully monitor the burgeoning mobile marketing space in an effort to halt deceptive or unfair content offers, warning mobile content providers they must fully disclose costs incurred when consumers download or click on mobile applications. Speaking at the regulatory body's "Beyond Voice: Mapping the Mobile Marketplace" event, commissioner Jonathan Leibowitz said the FTC is particularly concerned with mobile messaging, games and video services marketed to children and teens. "Kids are usually more facile and fearless with technology than their parents--quick to click first and ask questions later," Leibowitz said, according to an AdvertisingAge report. "A mobile phone that gives them easy access to content and purchasing power makes them easy prey for aggressive marketers…We believe in self-regulation, but we are going to police the wireless space."

Earlier this week, non-profits the Center for Digital Democracy and the U.S. Public Interest Research Group announced at the "Beyond Voice" conference amendments to their 2006 complaint on interactive marketing techniques and consumer privacy concerns to include mobile marketing. During testimony, Center for Digital Democracy executive director Jeff Chester said "The 'mobile marketing ecosystem,' as the industry terms it, poses new threats to consumers. Many of the same practices that have raised concern about online privacy--including profiling and behavioral targeting--are being migrated over to what is called the 'mobile web.'" Chester called on the FTC to assume a leadership role to guarantee consumer interests are reflected in mobile marketing applications and data collection techniques.

For more on the FTC's mobile marketing concerns:
- read this AdvertisingAge article

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Groups call on FTC for mobile marketing safeguards

Wed, 07 May 2008 06:59:58 -0400

Non-profits the Center for Digital Democracy and the U.S. Public Interest Research Group announced amendments to their 2006 complaint on interactive marketing techniques and consumer privacy concerns to include mobile marketing. During testimony at the Federal Trade Commission's "Beyond Voice: Mapping the Mobile Marketplace" event, Center for Digital Democracy executive director Jeff Chester said "The 'mobile marketing ecosystem,' as the industry terms it, poses new threats to consumers. Many of the same practices that have raised concern about online privacy--including profiling and behavioral targeting--are being migrated over to what is called the 'mobile web.'" Chester called on the FTC to assume a leadership role to guarantee consumer interests are reflected in mobile marketing applications and data collection techniques.

The amendment to the CDD/USPIRG complaint encompasses mobile marketing technologies that exploit consumer data like gender, age, language, income, education and location. "Mobile marketers--out of view from most policymakers and consumers--are creating what the rules of the mobile web experience will be for the public," Chester added. "Consumers need to be part of the mobile web equation, not as passive recipients of advertising and services, but as co-creators of how this new marketplace should be structured."

For more on the CDD/USPIRG complaint:
- read this release

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Burger King serves mobile food for thought

Fri, 02 May 2008 07:00:00 -0400

Mobile content snacking took a turn towards the literal this week when Burger King announced an agreement with Virgin Mobile USA and Warner Music Group to introduce the fast-food giant's BK Value Menu concept to the mobile platform, offering subscribers a selection of ringtones for the same $1 price tag attached to bacon cheeseburgers, onion rings and five-piece chicken tenders. The ad-supported Virgin Mobile Ringtone Value Menu initiative enables the MNVO's customers to purchase value-priced ringtones from a series of WMG acts, and Burger King will support the promotion by sponsoring WAP banner ads and mailing out SMS blasts. It's not Burger King's first entry into the mobile market, either: Last year, the chain inked a licensing arrangement with mobile content provider Mobliss to create downloadable games featuring its vaguely sinister corporate mascot The King.

For all their obvious differences, the fast food and mobile content industries are a lot alike. Both are built on business models optimized for harried, on-the-go consumers. Both offer their products at relatively low prices. Both make those products available virtually anywhere at any time. And let's be honest: Both offer somewhat compromised customer experiences--put bluntly, Burger King is to fine dining what mobile movies are to IMAX. But there's a time and a place for fast food, just as there is for mobile entertainment--in fact, it's pretty much the same time and place. Sooner or later, everyone has to take a break and relax, regardless of their schedule. Fast food and mobile content don't compete for this window of downtime--they complement each other.

The similarities between the industries and their customer demographics underline the possibilities for future fast food/mobile synergy. Mobile advertising and m-coupons are obvious avenues to explore, but the alternatives are endless. How about printing a short code on Whopper wrappers that offers customers a mobile video clip to screen while they eat? Or maybe free ringtones in lieu of Kids Meal prizes? Virgin Mobile USA's decision to apply the BK Value Meal model to content is also intriguing: It's a channel for Warner Music to introduce some of its lesser-known acts and for the operator to promote mobile content consumption, all at an impulse-buy price point. Mobile can learn a lot more from how Burger King and McDonald's do business--maybe fast food isn't devoid of nutritional value after all. - Jason

Hearst teams with ShopText on m-commerce

Fri, 02 May 2008 06:59:55 -0400

Hearst Magazines' Digital Media unit announced a partnership with mobile commerce and promotions company ShopText to deliver a range of text messaging services to its offline readership. ShopText solutions will enable readers of Hearst publications including Cosmopolitan, Good Housekeeping, O: The Oprah Magazine and Seventeen to make purchases, request free samples or enter sweepstakes directly from the pages of the magazine via mobile device. After completing their first ShopText purchase, Hearst readers must only text a keyword and PIN to buy additional products. Hearst's CosmoGIRL! first teamed with ShopText in mid-2006; the publisher said that a single issue last summer generated more than 100,000 SMS sweepstakes entries.

For more on the Hearst/ShopText partnership:
- read this release

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Virgin Mobile, Burger King team on ringtone deal

Thu, 01 May 2008 06:59:57 -0400

Virgin Mobile USA announced a deal with Burger King and Warner Music Group to introduce the fast-food giant's BK Value Menu concept to the mobile platform, offering subscribers a selection of ringtones for $1.00 each. The ad-supported Virgin Mobile Ringtone Value Menu initiative enables the MVNO's customers to purchase value-priced ringtones from WMG acts including Buckcherry, Casa De Leones and Danity Kane via the VirginXL WAP deck or online--Burger King will support the promotion by sponsoring WAP banner ads and mailing SMS blasts to Virgin consumers.

For more on the Virgin Mobile Ringtone Value Menu:
- read this release

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DoubleClick integrates with mobile ad networks

Thu, 01 May 2008 06:59:55 -0400

Digital marketing technology and services provider DoubleClick announced its DoubleClick Mobile advertising delivery system is integrating with mobile ad networks including AdMob, Google's AdSense and Millennial Media's MBrand and Decktrade in an effort to enable mobile publishers to fill more of their available inventory. According to DoubleClick, publishers can employ the DoubleClick Mobile system to sell mobile display inventory indirectly without sacrificing direct sales, promising automated access to one or more mobile ad networks as well as accurate views of what inventory is available to sell, what has been sold directly and what was already filled by ad networks. DoubleClick Mobile is part of the DoubleClick Revenue Center, which offers media sellers a single location to manage their display campaigns across emerging media platforms.

For more on DoubleClick Mobile:
- read this release

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