Opinionated comments on mobile phone industry news
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All entries are written by Anders Borg, CEO and Consultant of Abiro, that has a long experience in strategic planning, developing embedded and Java software, usability aspects, and the mobile phone industry in general. You can also read the latest Mobile News entries on your phone via wap.abiro.com, and we provide many News Feeds from popular news services. For advertising and contribution queries, please use the feedback form. News feed (local) FeedBurner Feed
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Friday, August 04, 2006
Mobile advertising: Three sides to every story
Not the classical "your side, my side, and the right side", but rather SMS, MMS and WAP.
Mike Baker at iMedia Connection outlines the pros and cons with different means for mobile advertising.
The note has an American spin, so the high cost of sending out ads via SMS and MMS is not considered as a show-stopper, which it clearly is in Europe, unless the advertising is targeted and for high-value goods.
SMS and MMS ads sent out by operators of course don't cost nearly as much as if an external party would do it. It's mainly a matter of network load.
Of course there's no transfer cost at all for the third party for ads via WAP.
I've noticed that the click rate is higher on mobile sites than PC ditto. Maybe because mobile site visitors are less jaded, but I believe another factor is that a mobile site page can show only so much, so an ad stands out more than on a normal web page.
The note indicates that the response rate is noticeably higher for MMS than for SMS and WAP, and also that the fact that messages are saved, they can be used as coupons for special offers.
iMedia Connection: Three Ways to Market on Mobile
Mike Baker at iMedia Connection outlines the pros and cons with different means for mobile advertising.
The note has an American spin, so the high cost of sending out ads via SMS and MMS is not considered as a show-stopper, which it clearly is in Europe, unless the advertising is targeted and for high-value goods.
SMS and MMS ads sent out by operators of course don't cost nearly as much as if an external party would do it. It's mainly a matter of network load.
Of course there's no transfer cost at all for the third party for ads via WAP.
I've noticed that the click rate is higher on mobile sites than PC ditto. Maybe because mobile site visitors are less jaded, but I believe another factor is that a mobile site page can show only so much, so an ad stands out more than on a normal web page.
The note indicates that the response rate is noticeably higher for MMS than for SMS and WAP, and also that the fact that messages are saved, they can be used as coupons for special offers.
iMedia Connection: Three Ways to Market on Mobile
