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Wednesday, January 10, 2007
Shozu does advertizing
Shozu, known for its mobile photo gateway service, now moves into mobile advertizing, competing with the likes of AdMob, AdModa/Mobvision etc.
It seems Shozu's approach is more media intensive than AdMod's (text only) and AdModa's (text and small pictures): Advertisements and sponsorship material can be interwoven with ZuCast-based videos, photos, music, games, ringtones, wallpaper, news feeds and more.
What I don't like very much is that the consumer gets to pay for the traffic generated by downloading more complex ads. AdMob is the most efficient in that ads are just embedded text on a page. That's neglibly more data. Even small pictures add more data and also a new request, slowing down the downloading of the actual information page. Don't get me started on animations and videos.
It should be noted though that mobile advertizing is an important way to present a new mobile service, especially if you can't afford magazine and TV advertizing. Also, a benefit of mobile advertizing is that the user can directly go to that service instead of having to enter a more or less complex URL via the phone keypad, which is still a clear show-stopper.
It seems Shozu's approach is more media intensive than AdMod's (text only) and AdModa's (text and small pictures): Advertisements and sponsorship material can be interwoven with ZuCast-based videos, photos, music, games, ringtones, wallpaper, news feeds and more.
What I don't like very much is that the consumer gets to pay for the traffic generated by downloading more complex ads. AdMob is the most efficient in that ads are just embedded text on a page. That's neglibly more data. Even small pictures add more data and also a new request, slowing down the downloading of the actual information page. Don't get me started on animations and videos.
It should be noted though that mobile advertizing is an important way to present a new mobile service, especially if you can't afford magazine and TV advertizing. Also, a benefit of mobile advertizing is that the user can directly go to that service instead of having to enter a more or less complex URL via the phone keypad, which is still a clear show-stopper.
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Thanks for commenting on our announcement.
We see ShoZu as complementary to AdMob. ShoZu provides a good way to deliver and present ads on phones, but is not an ad-brokering service. In future, ShoZu ads might even come directly from AdMob, with ShoZu recording user response and returning the stats to AdMob for revenue reconciliation.
We definitely agree about the problem of users having to pay for downloading the ads. Of course, this depends on the size of the ad rather than the method of delivery (a 2 KB banner ad is a 2 KB download whether it's displayed on a WAP page or shown within the ShoZu app). We're looking at ideas like keeping ad traffic to a guaranteed small percentage of the user's monthly ShoZu data usage. Even at less than 1% we would be able to deliver quite a good selection of banner ads, which are very small in comparison to typical photo / video uploads or ZuCast downloads.
Of course, video ads are another matter, these would need to be highly entertaining to avoid annoying the hell out of users, and would probably need a positive opt-in. Even with flat-rate data tariffs we'd still want to be careful about running down the user's phone battery with background ad downloads.
Andy Tiller (CTO ShoZu)
We see ShoZu as complementary to AdMob. ShoZu provides a good way to deliver and present ads on phones, but is not an ad-brokering service. In future, ShoZu ads might even come directly from AdMob, with ShoZu recording user response and returning the stats to AdMob for revenue reconciliation.
We definitely agree about the problem of users having to pay for downloading the ads. Of course, this depends on the size of the ad rather than the method of delivery (a 2 KB banner ad is a 2 KB download whether it's displayed on a WAP page or shown within the ShoZu app). We're looking at ideas like keeping ad traffic to a guaranteed small percentage of the user's monthly ShoZu data usage. Even at less than 1% we would be able to deliver quite a good selection of banner ads, which are very small in comparison to typical photo / video uploads or ZuCast downloads.
Of course, video ads are another matter, these would need to be highly entertaining to avoid annoying the hell out of users, and would probably need a positive opt-in. Even with flat-rate data tariffs we'd still want to be careful about running down the user's phone battery with background ad downloads.
Andy Tiller (CTO ShoZu)
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