IM-Mobile
By Brian Prows
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Podcast Description
Experts discuss mobile marketing and mobile advertising strategies on IM-Mobile.
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Mobile Ad Networks and Mobile’s Future with Harald Neidhardt | In May, 2009, Harald Neidhardt (http://im-mobile.com/2009/05/27/passionate-about-mobile-advertising-smaatos-harald-neidhardt/), Co-Founder and CMO of Smaato, a mobile ad network aggregator, appeared on IM-Mobile to discuss the fast growth of the mobile advertising industry and his personal belief that mobile has become the most powerful communications medium on Earth. Since then, the company has expanded its ad networks from 20 to 40 and registered publisher base from 200 to 7,000. The international firm is riding a tsunami as a mobile advertising wave races around the globe impacting brands, publishers, application developers, mobile phone manufacturers and mobile users. The company is a pioneering mobile advertising firm that operates its mobile ad optimization platform called SOMA (Smaato Open Mobile Advertising). Smaato is one of the few ways publishers can fill their ad inventory quickly and efficiently. Mobile Advertising Growth Three years ago, when Apple's iPhone emerged, few envisioned how quickly mobile would grow in developed and developing nations and continents. Those in the mobile ecosystem, especially advertising agencies and brands, saw smartphones, "apps" and mobile advertising in 2009 as tiny fish swimming in a huge online advertising ocean (http://www.emarketer.com/Report.aspx?code=emarketer_2000710) of $55 billion. While it's true that the mobile advertising goldfish generated less than $1 billion in 2008-2009, nearly all research companies agreed that mobile's growth rate as a percentage of ad spend would increase. Some claimed 80% or higher (http://www.mobilemarketer.com/cms/news/research/5699.html). Now, few question that mobile advertising is growing exponentially. eMarketer (http://www.marketingcharts.com/direct/mobile-advertising-spending-to-surpass-65-billion-in-2012-4097/) forecasts $6.5 billion in expenditures by 2012 in the United States, while Smaato (http://www.smaato.com/blog/2010/05/06/asiapacific/) predicts $1.5 billion for Asia-Pacific in 2010. In June, 2010 alone, the company delivered 8 billion ad impressions to mobile phone users in 220 countries and continents, including Indonesia, South Korea, Japan, China and Southeast Asia. That figure is rising quickly to 10 billion impressions. Due to mobile's dominance in South Africa, Smaato finds this African country a major opportunity for mobile advertising. The country lacks the wired infrastructure of U.S. and western European countries, making wireless one of the few available advertising media channels. Mobile Dominance Clearly, the mobile ad fish is still tiny compared to the online advertising whale. Yet the little critter is on steroids and bulking up fast. On June 12, 2010, the number of cell phones rose to five billion worldwide and continues increasing daily especially in developing countries and continents. In the U.S., 20% of U.S. consumers have already purchased smartphones and 50% will own one by 2011. Another five billion wireless devices, including tablet computers, e-readers, smart meters, wireless health gadgets and other devices are due for arrival by the end of 2011. Mobile Apps and Engagement The growth of mobile apps, supported by Smaato's mobile ad network, is a major reason for the increasing worldwide demand for Apple's iPhone, Android-based phones and other smart devices, such as the iPad. Apps increase user engagement with mobile devices. Research by Joy Liuzzo at InsightExpress, for example, identified a segment of phone users she calls "mobile intensives (http://mobilebeyond.net/mobile-phone-consumer-research-reveals-new-trends/)," people who use nearly all the functions of their devices: taking photos, listening to music, finding people and places with GPS and accessing social media sites. In the podcast interview, Harald says he's positive about Apple's iAd | 7/22/10 | Free | View In iTunes |
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Mobile Advertising in a Multimedia Age with Mobixell’s Freddy Friedman | A global storm is brewing in mobile advertising and cellular innovation. Operators, brands and agencies, facing stiff competition and consumer demand for multimedia content, are struggling to manage five billion handsets. Meanwhile, another five billion wireless devices (http://mobilebeyond.net/m2m-wireless-smart-devices-could-boost-mobile-carrier-revenues/) will emerge in 2010. Enter Mobixell Networks (http://www.mobixell.com/offices/). A worldwide provider of mobile Internet, broadband, video (http://www.mediabuzz.com.sg/asian-channels/april-2010/980-mobixell-its-all-about-creating-a-more-dynamic-mobile-world-), messaging and advertising solutions, the company helps operators optimize the surge in Internet traffic and streamline mobile ad delivery for brands, agencies and the carriers. With over 350 installations, Mobixell has worked with operators worldwide for ten years to efficiently manage mobile data traffic and ensure a quality user experience for over one billion subscribers. Freddy Friedman (http://www.mobilemarketingforum.com/?q=node/1016) manages the global media monetization activities for Mobixell’s Mobile Advertising unit, working with OgilvyOne (http://www.mobilemarketer.com/cms/news/advertising/3611.html), AdMob, Quattro Wireless, GroupM, M&C Saatchi Mobile and other leading players in the global mobile advertising industry. In his 6 years with Mobixell, Freddy has led the strategic marketing activities in key Mobixell accounts, winning business with Vodafone, Orange France Telecom, Verizon Wireless , China Mobile, O2 and others. Freddy has an MBA from the Herriot-Watt University in Edinburgh, Scotland, and a B.A in international Marketing and Finance from COMAS (The College of Management Academic Studies in Tel Aviv). In this podcast interview, Freddy and Brian Prows discuss major changes among brands and agencies to embrace mobile marketing and advertising in innovative ways. As Freddy points out in the interview, advertisers didn't fully understand and appreciate the powerful qualities of mobile marketing and advertising in 2008 and 2009. In 2010, however, key players in the mobile advertising business are asking how mobile can help them reach new audiences and complement proven media channels. Topics covered in the podcast include: * How Mobixell works with brands, agencies and carriers to optimize mobile multimedia delivery, whether through video, mms, sms, audio or other mobile channels in strategic partner relationships * Mobile value added services that enhance mobile operator content delivery in developed and developing nations and continents * Creating quality consumer user experiences with mobile TV, video and relevant mobile marketing and advertising units other than just banner ads * Delivering strategic mobile marketing solutions especially in the APAC region (http://sgentrepreneurs.com/commentary/2010/04/25/the-story-of-mobile-through-mmaf-apac-2010/) * AdMob and Quattro Wireless (http://im-mobile.com/2009/12/15/jeremy-arnon-discusses-mobile-advertising-growth-at-quattro-wireless/) * The importance of Africa, India (http://im-mobile.com/2009/02/12/india-2009-viral-growth-market-for-mobile-voice-data-subscribers/), Japan and South East Asia, as they leaped over the traditional to the mobile Web * The evolution of the desktop and mobile Internet * Why the iPad is not as much a critical catalyst for global trends as the iPhone * Mobile device convergence * Working with mobile ad agencies and other partners in the mobile ecosystem * Why Mobixell's modular approach taps into the lifestyles of each nation with appropriate advertising despite lack of mobile Internet availability * Delivering optimized solutions to worldwide operators that engage mobile consumers and boost ROI * The importance of permission-based marketing campaigns especially in North America * Mobile marketing's future of tablets, | 6/2/10 | Free | View In iTunes |
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Mobile Advertising Growth at Quattro Wireless | (http://im-mobile.com/wp-content/media/JeremyArnon.jpg)As brands, advertisers, publishers and application developers adjust to greater mobile advertising choices offered by mobile ad networks and other mobile and advertising firms, choosing the right mobile partners becomes critical. Quattro Wireless, one of the largest global mobile advertising companies, enables advertisers and publishers to reach and engage their target audiences across mobile web, application and video platforms. Q Elevation, Quattro’s targeting technology platform, optimizes global ad serving, tracking and analytics, ensuring the right audience is chosen for every ad impression. Its advertising network includes thousands of mobile web sites and iPhone, Android, BlackBerry and Palm applications to improve branding, database quality, direct sales and application store downloads. Some of Quattro’s client companies are P&G, Ford, NetFlix, Time, Inc., Visa, Disney, Viacom, SAP, Papa John’s, Microsoft, Edmunds, CBS Interactive and Hachette Media. Jeremy Arnon Jeremy Arnon is a mobile industry veteran, having spent the past four and a half years on numerous sides of the business. As Senior Director, Business Development at Quattro Wireless, Jeremy is responsible for growing the Premier Ad Network’s mobile inventory through partnerships with major media companies and iPhone, Android and BlackBerry application developers. He has been instrumental in landing premiere clients such as Men’s Health, The Washington Post, Fandango, TheOnion, Gawker Media, TV Guide, the New York Post, Travel Channel and many others. Prior to Quattro, Jeremy was Regional Director at Sybase 365 where he handled key partnerships such as Tracfone Wireless and Major League Baseball. Jeremy also worked for Italian-based Neo Network, a mobile entertainment company, and spent seven years in sports marketing prior to entering the mobile field. Jeremy has an MBA from Columbia University and a BBA from The George Washington University, where he graduated magna cum laude. He resides just outside of New York City and was recently honored as Best Father of the Year, an award bestowed upon him by his wife and two daughters. The Podcast In this interview with Brian Prows, Jeremy discusses mobile advertising innovations helping premium publishers, advertisers and application developers grow their businesses. A recent Quattro Wireless study predicts massive media consumption growth as smart phone penetration increases. New ad units that better reinforce brand image and engage mobile users are increasingly used to attract consumers. Jeremy recently remarked: “Mobile presents a dynamic medium for marketers to connect with consumers for whom mobile devices provide not just communication but also information and entertainment.” Click-through rates in mobile advertising are 4-5 times higher than with online, especially among touch screen device consumers who are exposed to animated ads on optimized WAP sites and within apps. Animated ads plus videos and maps are the fastest growing ad formats. Rich Media Ad Units Growing Quickly SMS text ads still dominate most mobile ad campaigns, but rich media ad units for iPhone, Android and other platforms are increasing ad effectiveness. In addition to Quattro adjusting ad delivery automatically based on phone platforms, it offers video through the mobile web with mobilized sites (Edmonds.com, NFL) or apps (games, location based services, like Loopt and Where) that enhance user experience. Videos inserted on microsites for Quattro's clients also increase post-click engagement mCommerce Exploding During the podcast, Jeremy talks about several successful mobile commerce campaigns—one by Fandango, another by Papa John’s. Trust by consumers in brands, advertisers and publishers is boosting mCommerce campaign effectiveness with consumers. Fandango, for example, | 12/15/09 | Free | View In iTunes |
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Smaato Mobile Advertising Roundtable: Part Two | (http://im-mobile.com/wp-content/media/smaato.jpg) Mobile advertising is quickly gaining acceptance by major brands and SMB's as a viable, powerful tool to reach and communicate with an otherwise unreachable audience throughout the world. While research studies by major firms conflict to some extent on how quickly mobile advertising is growing (http://www.google.com/search?q=mobile+advertising+growth&ie=utf-8&oe=utf-8&aq=t&rls=org.mozilla:en-US:official&client=firefox-a), all agree that within several years, mobile advertising will dominate advertising expenditures. Smaato (http://smaato.com) is a pioneering mobile advertising company. The firm partners with mobile advertisers, publishers, developers, ad networks and carriers to increase advertiser average revenue per user within mobile applications or on mobile websites. In this second of two Smaato mobile advertising roundtable conversations, eleven experts in the field discuss: * Mobile as a powerful media channel that reaches over 3.5 billion people on Earth * Insuring that users have affordable data plans to access the the wealth of information available on the mobile Internet * Finding business models that encourage growth and use of innovative mobile services supported by mobile advertising * Methods for advertisers, publishers and developers to engage and maintain positive relationships with mobile phone consumers * Investment community support and understanding of the mobile channel in Europe and elsewhere * Smaato's support of application developers and venture capitalists to encourage innovation * Integrating bar codes, navigation and other applications on mobile handsets for a rich mobile experience * Increasing acceptance of the mobile channel by the advertising industry and the need for accurate ad spend measurement critical to mobile's growth * How major brands--such as The Gap and Levi Strauss--are communicating with consumers through mobile to elicit direct response and build relationships * Mobile advertising predictions for 2010 Participants in the discussion: * Harald Neidhardt, CMO and Co-Founder, Smaato * Petra Vorsteher, EVP Strategic Alliances and Co-Founder, Smaato * Ragnar Kruse, CEO and Co-Founder, Smaato * Michael Bayle, CMO, Amobee Media Services & a former MMA Board Member * Tobias Kemper, VP of USA Operations for Nimbuzz * Brian Prows, Blogger, Podcaster and Owner of MobileBeyond * Cian O'Sullivan, Senior Reporter for GomoNews * Kei Shimada, C.E.O. and Founder of Infinita, Inc. * Mike Turner, Partner with Osborne Clark * Andy James, Associate with Osborn Clark * Cheryl Lucanegro, Vice President of Advertising Sales, Pandora Internet Radio Harald Neidhardt moderates the conversation. Click here (http://im-mobile.com/2009/11/23/smaato-mobile-advertising-roundtable-san-francisco-2009-part-one/) for part one of the roundtable discussion. For transcript of parts one and two, click here (http://www.smaato.com/media/Smaato_Mobile_Advertising_Roundtable_SFO.pdf). | 11/25/09 | Free | View In iTunes |
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Smaato Mobile Advertising Roundtable in San Francisco: Part One | Mobile advertising is rapidly growing worldwide as mobile handsets and browsers support both SMS text and banner displays, while advertisers, publishers and application developers realize mobile's potential to increase direct response and engagement in mobile marketing and advertising campaigns. Several times a year, Smaato (http://im-mobile.com/2009/05/27/passionate-about-mobile-advertising-smaatos-harald-neidhardt/), a pioneering mobile advertising firm, sponsors mobile industry round tables around the world, inviting thought leaders, who work in mobile advertising, mobile application development, mobile services, venture capital and the media, to share innovative ideas and discuss the future of mobile technology and mobile advertising. On October 14, 2009, eleven people who are passionate about mobile met in San Francisco for a 70 minute discussion about: * Changes in the mobile ad landscape * The impact of the iPhone on end-users and mobile application developers * Building new mobile ad revenue streams consistent with mobile user expectations * Mobile advertising in Japan * The fast growth of Android mobile phones * MMA and IAB mobile advertising standards and emerging "rich-content" ad units for mobile browsers found in smartphones * Using the voice channel in mobile * The challenges of launching mobile apps in an app store environment and * integrating mobile advertising with other media channels Guests participating in the discussion and recording include: * Harald Neidhardt, CMO and Co-Founder of Smaato * Ragnar Kruse, Smaato's CEO & Co-Founder * Petra Vorsteher, EVP of Strategic Alliances and also a co-founder of Smaato * Mike Turner, a Partner with Osborne Clark, a London-based integrated legal firm for international businesses * Andy James, an Associate with Osborne Clark * Michael Bayle, Chief Sales and Marketing Officer of Amobee Media Systems * Tobias Kemper, VP of the USA division of Nimbuzz, an interactive mobile service * Kei Shimada, CEO and President of Infinita, in Japan * Cheryl Lucanegro, VP of Advertising Sales for Pandora Internet Radio * Cian O'Sullivan, Reporter for GoMoNews * Brian Prows with MobileBeyond, a blogger and podcaster covering mobile communications, mobile marketing and mobile advertising. Harald Neidhardt is the roundtable moderator. Click here (http://im-mobile.com/2009/11/25/smaato-mobile-advertising-roundtable-san-francisco-part-two/) for part two. Click here (http://www.smaato.com/media/Smaato_Mobile_Advertising_Roundtable_SFO.pdf) for a transcript of parts one and two. | 11/23/09 | Free | View In iTunes |
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How to Integrate Mobile, Email and Web Marketing Strategies in Retail | Bryce Marshall, Director of Strategic Services for Knotice, a direct digital marketing firm in Akron, Ohio, recorded a role-play with me recently about integrating direct digital marketing strategies (mobile, email and Web) in retail. You'll find the complete program notes, including links to further information about Bryce, Knotice and digital marketing on MobileBeyond (http://mobilebeyond.net/direct-digital-mobile-marketing-with-bryce-marshall-of-knotice/#more-1449). Using a fictitious retail furniture chain, located in the Midwest, Bryce describes strategies, tactics and best practices that boost overall retail marketing effectiveness. Some of the topics and ideas covered in the podcast include: * How to improve direct digital and mobile strategies * The importance of focusing on the audience without becoming distracted by mobile technology * A recent study showing 39 year old men are most responsive to mobile marketing * Considering product offers that boost mobile campaign successCross-channel shoppers (consumers who research products online but purchase at retail stores) * Using e-commerce coupons that are forwarded to a mobile phone, then used to consummate a retail store sale * The critical need to "embrace" customers online, making it easy for them to obtain desired information before making a purchase * Why mobile websites for certain products may sometimes discourage consumers from conducting business with companies due to lack of engagement on a mobile website * Knowing the strengths of each digital channel that increase sales conversions * Harnessing the power of customer referrals with newsletters * Deploying mobile's unique strengths: SMS location queries via manual look-up or GPS, text message reminders of upcoming retail sales, customer service actions or event information * Launching new products or retail locations by encouraging consumers to opt-in for text messages by promoting short codes on billboards and other media * Why landing page optimization is critical to heighten conversions * Learning from consumers the amount of time they wish to invest in each media channel; then, extracting keywords that brought consumers to each landing page * Profiling consumers based on search keywords * List segmentation, based on available CRM data; making the right offer to the right person at the right time and avoiding "SMS blasts" * Identifying mobile handset models and browser displays * Exploring in-store bluetooth opportunities * Recognizing the time factor since mobile devices are usually on 24/7 and usually near owners; then correlating timely messaging that matches consumer lifestyles * The importance of a carefully written direct digital plan with three, six and twelve month goals and plans * Creating "quick wins" by obtaining short codes and registering with carriers early on Retailers, as well as other mobile marketers who want to synergize their marketing campaigns, will enjoy Bryce's ideas, comments and suggestions in the podcast. | 11/15/09 | Free | View In iTunes |
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Local Mobile Search Advertising with Gregg Stewart of 15miles | Despite the growth in local mobile search advertising in the United States, when it comes to dividing up the advertising budget, mobile is traditionally allocated the smallest slice of the pie. This isn’t surprising considering that advertisers and their agencies, in many cases, are still waiting for “the year of mobile” to emerge. Mobile advertising is typically seen by advertising agencies and brands, as in the early days of the Internet, as a digital advertising channel still in test mode. However, since the release of the iPhone and other smartphones, brands are beginning to understand the unique, personal engagement characteristics of mobile phones and are testing multimedia marketing campaigns incorporating mobile. In this podcast interview with Gregg Stewart, President of 15miles, the interactive digital arm of TMP Directional Marketing, he discusses some of the strengths of smartphones in local search advertising that complement other channels. 15miles 15miles is an industry leader in local search marketing that connects brands with consumers through proven digital marketing practices. The company has hundreds of experienced marketing specialists to tailor messages for target audiences. Based on proprietary technology, 15miles assists clients in developing strategic Internet and mobile marketing strategies that drive sales directly to client websites and local storefronts where sales happen. 15miles helps clients convert sales by optimizing brand recognition and desirability when consumers search for products and services. 15miles works with clients to improve media messaging accuracy and delivery to target markets. Gregg Stewart – President – 15miles Gregg Stewart’s current responsibilities and goals include working with clients to leverage and optimize directional marketing opportunities across TMP’s interactive and local search programs. With more than 20 years of Yellow Pages and interactive agency experience, Gregg Stewart founded Wahlstrom Interactive, a division of Interpublic Group, before serving as senior vice president of channel management and marketing at Fathom Online, a search engine marketing firm. He is also the vertical expert on local search for Search Engine Watch, and he previously served on the Search Engine Strategies advisory board. Stewart joined TMPDM in January 2006. Now as president of 15miles, he is the guiding hand in maintaining its leadership position and developing client interactive marketing strategies. During the podcast, Gregg cites several research studies, including one from comScore, that shed light on the growth of local search advertising and mobile's role in expanding its effectiveness. Program Notes Gregg Stewart's LinkedIn Profile (http://www.linkedin.com/in/greggstewart) 15miles Website (http://15miles.com) Search Perspective Blog (http://www.searchperspective.com/) Case Studies and White Papers (http://www.tmpdm.com/ourwork/download.asp?paper=wp_11) IAB Mobile Buyers Guide (http://www.iab.net/iab_products_and_industry_services/508676/mobile_guidance/mobile_buyers_guide) New TMP-comScore Survey Data on Local Mobile Search (http://gesterling.wordpress.com/2009/10/06/new-comscore-tmp-local-data/) “Mobile Coupons Offer Multiple Benefits” (http://searchenginewatch.com/3634512) Recent Articles by Gregg Stewart (http://searchenginewatch.com/3626447) Contact Gregg at: Gregg.Stewart@15miles.com | 10/16/09 | Free | View In iTunes |
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Improve Mobile Website Advertising with Crisp Wireless | Visited a media rich mobile website recently? Viewed any dynamite mobile advertising? If so, Crisp Wireless (http://www.crispwireless.com/) may have designed it for your iPhone, BlackBerry or other smartphone. Crisp Wireless has built 245 mobile websites and designed advertising campaigns for major media and entertainment companies, including CNN Money.com, Time magazine, Paramount, USA Today, A&E Television Networks, Discovery Communications and National Public Radio. Crisp Wireless (http://www.crispwireless.com/blog) provides media ad creation, campaign management, ad serving, campaign reporting, and advertiser site analytics. The Crisp Wireless Publisher Network attracts one-third of U.S. mobile web users. Tom Foran (http://www.linkedin.com/in/tomforan) is the senior Sales and Marketing executive tasked with global revenue responsibility. Foran comes to Crisp after serving as GM of Ad Sales & Operations for Quigo. As a member of Quigo’s senior management team, Tom was instrumental in driving the company’s rapid growth (Quigo was acquired by AOL in November of 2007.) Prior to Quigo, Tom spent five years in the Search industry, including senior business development and strategic alliances roles at Overture and Yahoo. He also worked in Business Development for United Online and NBCi. Tom graduated summa cum laude/Phi Beta Kappa from Tufts University. In the podcast, Tom discusses how a media-rich mobile website better engages smartphone users. Paramount's G.I. Joe iPhone campaign, for example, produced a 25% click-through rate. Another for Lexus achieved excellent results. Mobile advertising is quickly moving from plain text ads to creative, eye-catching banner and other ad units that increase CTR's on mobile websites. Tom Foran explains how it's done. | 10/15/09 | Free | View In iTunes |
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SmartPhone Engagement Enhances Mobile Internet Advertising Effectiveness: Joy Liuzzo Podcast | Mobile brands, advertising agencies, ad networks and publishers continually seek innovative way to engage mobile phone users on the mobile Internet. SmartPhones have changed user expectations about the mobile experience. But what compels smartphone owners to connect with your brand by clicking on your mobile ad? What three factors increase return visits to your mobile website? Joy Liuzzo is responsible for the strategic development and management of mobile ad measurement and custom mobile research efforts at InsightExpress, a leading provider of high-quality, digital marketing research that plays a preeminent role in the measurement of advertising effectiveness across online, mobile and other media. She works closely with Product Development on the creation of all mobile research solutions, and oversees the company’s mobile position and all mobile external partnerships and affiliations. She is also responsible for the company’s digital media measurement marketing initiatives. Joy has extensive strategy and research experience in new media and telecommunications. She joined InsightExpress from AOL where she held a high level role involving mobile marketing and product development and worked closely with clients at every phase of the research process. “’The nose-to-screen interaction with smartphones makes you block everything else around you out (at least it does for me, much to the annoyance of my husband), similar to what we see when people are focused on a task on the computer…We’re looking at the perfect storm of advertising.” Listen to a fascinating and useful podcast about smartphone engagement with your mobile audiences on IM-Mobile, iTunes (http://itunes.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?id=318000412) or MobileBeyond (http://mobilebeyond.net/u-s-smartphone-user-engagement-with-the-mobile-internet-joy-liuzzo-of-insightexpress/#more-1118). | 9/24/09 | Free | View In iTunes |
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SMB Mobile Advertising With 4INFO’s Kirsten McMullen | In the past several years, major brands have embraced mobile marketing and mobile advertising, concurrent with the explosive growth in mobile phone technology. Apple's iPhone, in particular, is now considered by many marketing and advertising professionals the catalyst that legitimized mobile as a powerful marketing channel to reach consumers in unique, effective ways. With a growth rate of 30%-50% per year worldwide, mobile advertising is rapidly expanding while total global advertising revenues from online, print and broadcast media shrink, due to the recession, in part, and mobile's unique strengths. Small-to-medium size companies are slowly adopting mobile advertising to promote their own brands, increase sales and connect with their customers. While SMB's don't have the megabucks of large, national brands, SMS text advertising is an affordable alternative to mobile banner ads. Combined with online and off-line media, mobile text advertising can generate significant market response when used in creative marketing campaigns. With headquarters in San Mateo, CA 4INFO (http://advertising.4info.net) is a mobile media company that connects brands, agencies, and publishers with mobile audiences across all types of media. 4INFO pioneered the development of ad-supported text message information services, and is now the largest provider of SMS content and information services in North America with 23 million mobile users. 60% of 4INFO's consumer users are between 24-54 years old. As experts in mobile advertising, 4INFO offers SMS as an activation point to drive rich media experiences on mobile phones. Kirsten McMulllen (http://www.linkedin.com/ppl/webprofile?action=vmi&id=7517117&pvs=pp&authToken=yPVz&authType=name&trk=ppro_viewmore&lnk=vw_pprofile), 4INFO's Director of Marketing, manages execution of 4INFO's marketing efforts, including brand management and development, communications, business-to-business and consumer marketing. She is active with several industry associations and is a member of the mobile advertising committees for both the Mobile Marketing Association and the Interactive Advertising Bureau. Kirsten has an MBA from Santa Clara University. In this podcast interview with Brian Prows, Kirsten discusses 4INFO's mobile advertising services for SMB's, how text advertising creates positive interactions with mobile users and best practices when designing and implementing mobile campaigns. Kirsten cites two case studies--a restaurant chain that successfully used mobile text advertising to target women through special promotions and a younger audience for a sports entertainment network. In the campaigns, 4INFO's recommendations resulted in its clients improving brand awareness and increasing participation in special events. According to McMullen, SMB advertisers should first carefully define goals--whether building brands or increasing sales. Then, based on the advertising budget for mobile, advertisers determine campaign length to reach defined goals, write compelling text ad copy for the intended audiences and proceed with mobile campaigns. 4INFO's staff works with its clients to accomplish each of these steps. Depending on the number of targeted mobile users, 4INFO charges advertisers on a CPM basis with beginning campaigns costing only $2,000 to start. Since mobile advertising is very measurable, 4INFO provides full reporting and evaluations of each mobile campaign: number of impressions, interactions, click-throughs, call length, conversions, keyword response and more, depending on the nature of the campaign. To ensure SMB's succeed, Kirsten recommends advertisers consider the number of mobile users in the area (metro and dense population areas work best) unless the advertiser is selling mobile or other products via its mobile or regular website. According to McMullen, having a quality mobile website is essential for successful mobile text campaigns. | 8/19/09 | Free | View In iTunes |
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Mobile Website Optimization With SiteSpect | Mobile website optimization has become critical for success on the mobile Internet. Some marketers believe that optimization, mobile analytics, search engine marketing and other digital marketing techniques are challenging, take excessive time ... | 6/5/09 | Free | View In iTunes |
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Mobile Advertising with Harald Neidhardt of Smaato | If you're passionate about mobile and mobile advertising, talk with Harald Neidhardt, CMO of Smaato (http://www.smaato.com/), a mobile advertising company. Before the iPhone was released, Harald and other entrepreneurs at Smaato were talking about smartphones, mobile applications and the growth of worldwide mobile computing. Smaato is a pioneering mobile advertising company that operates the mobile ad optimization platform called SOMA (Smaato Open Mobile Advertising). The company partners with mobile advertisers, publishers, developers, ad networks and carriers to increase advertiser average revenue per user within mobile applications or on mobile websites. Harald Neidhardt is one of the Co-Founders of Smaato Inc. and was instrumental in conceiving the mobile advertising platform SOMA™. He has over 20 years of experience in marketing and business development, having led interactive agencies and marketing consulting firms in both the US and Europe, among them Pixelpark (US), the North American arm of Bertelsmann’s multimedia subsidiary and one of Europe’s largest Internet solution providers. Harald Neidhardt has a BA in Marketing Communications from Communications Academy, Hamburg. Podcast Topics In this podcast interview with Brian Prows, Neidhardt's passion for mobile, innovative ideas and collaboration with others of like-mind clearly comes through. When he's not arranging mobile forums for creative people to exchange ideas (http://www.mlovesociety.org/interviews/)and innovate their businesses (http://www.mlovesociety.org), NeidHardt, appearing on bnetTV, spreads the gospel of mobile wherever he goes. Meanwhile, he has Smaato to run. Smaato, in partnership with twenty mobile advertising networks, including Quattro Wireless, advertisers, publishers, handset manufacturers and mobile application developers, built an aggregated mobile ad network serving over 200 countries. Coordinating the complexities of mobile ad delivery is challenging, according to Neidhardt, whose SOMA mobile ad delivery system (http://www.smaato.com/soma), delivers demographically-targeted mobile ads to smartphone handsets. SOMA automates the process of finding the "best fit" ads for mobile users, filling publisher ad inventories with tailored content and standalone "widgets" within smartphone applications. This reduces the need for publishers to coordinate with multiple mobile ad networks throughout the world. Smaato's servers pull by market which networks to use, type of ad to deliver to handsets (banner, text or widgets for mobile apps) and reporting, automatically handling the complexities of mobile ad delivery and measurement. According to Neidhardt, advertisers need to do a re-take on their perceptions about mobile vs. traditional advertising. Consumers place great personal value on their cell phones, carry them in pockets and purses and increasingly rely on them for personal communications and as a source of information. Due to the nature of mobile, this presents opportunities for advertisers to reach targeted audienceas with advertising messages leading to increased and immediate sales. While overall ad spend is down due to the inclement economy, Smaato is experiencing growth none-the-less, while advertisers, in general, have reduced budgets for online and off-line placements. Creative directors and others at advertising agencies now know the impact of Apple's iPhone and other smartphones on consumer spending. Yet some advertisers still hold back on mobile ad spend, relying on traditional approaches. Harald Neidhardt, however, isn't worried. He believes, given a year or so, those who hold the advertising purse strings will "take the camera off the tripod" and invest in innovative mobile campaigns, reaping the benefits of a mobile, wireless world. | 5/27/09 | Free | View In iTunes |
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Per Holmkvist of Mobiento: Mobile Ad Growth Expanding in Scandinavia | (http://images.quickblogcast.com/2/4/1/2/3/141282-132142/mobiento_rod_mm_300dpi_ul.gif) Mobile ad growth is rising at a 50%-90% clip per year in Scandinavia, according to Per Holmkvist (http://www.mobilemarketingforum.com/?q=node/336), Managing Director and Co-Founder of Mobiento (http://www.mobiento.se/), the leading mobile marketing agency in Scandinavia. Although the revenue from the non-mobile Internet is much larger for now, mobile continues drawing an increasing percentage of online revenue. Mobiento has won the MMA Global Awards twice, and was elected in the top-three mobile marketing agencies in the world in at the 2008 MAMA Awards. Mobiento has conducted more than 700 campaigns in Scandinavia and internationally. Mobiento’s customers include major brands such as H&M, a large clothing retailer, Volvo, Microsoft, Coca-Cola, Snickers, and Stimorol Per has worked in mobile marketing since 2000 and has been driving the industry development in Sweden. The magazine InternetWorld named Per as one of Sweden’s top 10 entrepreneurs in 2007. During the podcast interview, he discusses Mobimento’s services, campaigns and mobile advertising in Scandinavia. Working with other traditional agencies and clients, Mobiento offers its mobile advertising expertise to create dynamic, interactive mobile advertising campaigns. Clients come to Mobiento to enhance brand, introduce new products and maximize advertising impact in mobile campaigns. (http://www.cellitmarketing.com) Standalone mobile campaigns, according to Per, are growing rapidly as more companies learn the power of mobile advertising. Per describes the Adiento (http://www.adiento.se/) network, used for distribution of SMS and banner advertising, loyalty mobile campaign growth at H&M, a large international retailer, the TeliaSonera “Turn Your Career On,” an annual best song and singing event and how mobile applications are driving mobile advertising growth. Per also describes the Snicker’s viral mobile game campaign. How email complements text messaging is discussed—email most useful when timing is not critical and mobile for instantaneous communications—as well as the need for every company to optimize its branded website and URL for mobile handset display. Listen to an advertising expert in the mobile advertising agency business as he describes mobile ad growth in Scandinavia. | 3/30/09 | Free | View In iTunes |
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Mobile Advertising U.S. Growth with Michael Boland | Michael Boland, (http://www.kelseygroup.com/about-the-kelsey-group/analyst-bios/analysts-mb.asp) a senior analyst and program director for The Kelsey Group (http://tinyurl.com/cudag5)’s Mobile Local Media Forecast Division, is an expert in mobile advertising market research and the mobile industry. Since joining The Kelsey Group in 2005, Mike has been instrumental in covering the local online space for Interactive Local Media practice. He writes frequently for the firms' blog (http://blog.kelseygroup.com/). Mike is a frequent speaker and organizer at top industry conferences including Kelsey Group events, search engine strategies and others. He has authored in-depth reports on the changing local media landscape including online video, social networking and mobile. He contributes regularly to highly read online news sources such as Search Engine Watch and Huffington Post. A trusted source for reporters covering the interactive media space, his comments have appeared in major news and trade media, including the Wall Street Journal, Fortune and Forbes. The Kelsey Group (http://www.kelseygroup.com/) is the leading provider of strategic research and analysis, data and competitive metrics on Yellow Pages, electronic directories, local search, SMB advertising and local media. The Kelsey Group’s Mobile Local Media Forecast for mobile advertising (2008-2013) is highlighted in the report “Going Mobile: The Mobile Local Media Opportunity (http://www.reuters.com/article/pressRelease/idUS181215+24-Feb-2009+PRN20090224)." Kelsey’ s projections, quoted in Mobile Marketer (http://www.mobilemarketer.com/cms/news/research/2716.html), are $330M in 2009; $720M in 2010; $1.5B 2011; $2.3B in 2012; $3.1B in 2013. In the podcast, Mike discusses local mobile search advertising trends, including advertising revenues changes from traditional media (radio, television, newspapers) to mobile (SMS, display and search). SMS still dominates, but local search is growing faster, and traditional media area adopting mobile marketing as another channel for revenue growth. Research firm eMarketer recently downsized its U.S. mobile-ad revenue spend this year, dropping the forecast to $760 million, reduced from its $2.8 billion forecast for 2009 predicted last March, with a substantial reduction for 2010-2013. However, Mike and Kelsey are sticking to their higher forecasts. Online giants, like Google and MSN and large advertisers, continue to dominate mobile advertising, but SMB’s will garner more of the mobile advertising pie as ad revenue growth continues. Mobile search advertising will emulate online search practices—bidding for keywords, demographic targeting, etc. Mike states that fewer dot mobi sites will appear, due to company’s optimizing their existing websites for mobile devices. XHTML mobile device like the iPhone, Google’s Android devices and other smartphones are the biggest targets for mobile advertisers. Current handsets in the U.S. (266M) will grow to 280M in 2009, 286M by 2011, 291M by 2012 and flat by 2013 due to high saturation among the total population. Mike makes astute comments about the growth of Netbooks and mobile devices, combined with 3G and 4G handsets. Netbooks, the most “mobile” laptops on the market, easily complement cell phones, even if only used for voice communications. In fact, Mike says, the use of voice, already tested and in use by Google, is another channel for mobile advertisers. Mobile marketers are realizing that “the application is the new ad unit.” One example, discussed in the interview, is a Coca-Cola brand campaign in Brazil. For example, Coca-Cola worked with Nokia to launch a special edition mobile phone brand ‘Coca-Cola Zero Studio’ to put their brand directly into the hands of consumers in Brazil. The exclusive music content was bundled on device and acted as a real incentive to consumers to buy the Nokia 5310 Xpress Music Special edition, | 3/25/09 | Free | View In iTunes |
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Mobile Advertising Networks and inMobi’s Naveen Tewari | Mobile advertising networks, partnering mobile advertisers and publishers, are growing rapidly in India and worldwide--especially in developing countries where Internet access is limited. inMobi (http://inmobi.com/newsroom/), based in India, is rapidly expanding its coverage in Europe, Asia and elsewhere across the globe. Over 320 million people in India have a mobile phone with 10 million new subscribers activating service monthly. The 25 and under age group is the fastest growing segment of India's insatiable adoption of mobile handsets. Reaching these and other advertiser-targeted groups is achievable using mobile ad networks. (See the inMobi blog (http://inmobi.com/inblog/).) Recently, I had an opportunity to interview inMobi (http://inmobi.com)founder and CEO Naveen Tewari (http://inmobi.com/company/management/), who runs one of the largest mobile advertising networks in Asia. inMobi is one of the leading networks that automates the creation, placement and monitoring of mobile ad placements among major advertisers and website publishers seeking to monetize their web properties. Based in Bangalore, India with offices in Mumbai, Singapore and Palo Alto, CA, inMobi received nearly $8 million in funding to target mobile markets in Southeast and South Asia, the Middle East and Africa--areas of the world where mobile is the only channel for advertisers and publishers to reach growing populations that lack land line-based Internet service. In the interview, Newari discusses a large "mass niche" of mobile users, defined demographically by income or personal interests. The company's ability to rotate ads based on type of handset, country and other demographics better positions mobile advertisers' ability to maximize their ROI while delivering targeted content advertising to publishers. Companies, such as Reebok, have created multimedia campaigns, integrating mobile advertising in promotional campaigns that drive desired branding and demonstrable results. In one campaign, Reebok achieved a 10%-12% conversion rate bringing customers to retail stores when mobile was used in conjunction with an overall promotional strategy. Marketers around the world are researching and testing use of the mobile Internet to drive products and services to market, create brand awareness and optimize ROI. Conversions, according to Newari, vary by 1%-7%, depending on website, while post click-through conversions of 5%-20% become achievable deploying mobile in advertising campaigns. Listen to this eye-opening podcast with inMobi's Naveen Tewari as he explores the power of mobile advertising networks to maximize both advertiser and publisher profitability. | 2/26/09 | Free | View In iTunes |
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Make Money with Mobile Websites | Over one million mobile websites (http://mtld.mobi/node/1220) are now registered and they're growing fast. Want to make money with mobile websites and blogs? If you're a publishing with a mobile website or blog, mobile ad networks offer CPC, CPA and CPM advertising. Vianney Settini, co-founder of TexoMobile (http://www.texomobile.com/), a French company providing mobile advertising services and a mobile website called iGloo (http://igloo.mobi/), a web portal promoting mobile communities, is an Internet site that combines chat, dating, blogs, free email, social media and other services. iGloo is supported through advertising revenues. TexoMobile also has affiliated with MobPartner (http://www.mobpartner.com/), , a mobile marketing firm, helping advertisers reach targeted mobile users in over 130 countries based on CPA (cost per acquisition). TexoMobile also offers CPC (cost per click) and CPM (cost per thousand) mobile advertising campaigns. Listen as Brian Prows of MobileBeyond (http://mobilebeyond.info) talks with Vianney about global mobile advertising. | 2/12/09 | Free | View In iTunes |
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Classified Mobile Advertising Global Expansion | Mobile advertisers and publishers continue seeking effective strategies and platforms to market products and monetize their websites.Advertisers seek new ways to increase lead conversion and sales through mobile channels as part of their overall marketing mix, while publishers increasingly desire to generate ad revenue on their websites. (SMS-based mobile advertising can achieve conversion rates between 32%-42%.) In a recent podcast interview, Sacha Vekeman, founder and and V.P. of Business Development of Mobiya in the U.K., Vekeman discusses lead generation and other mobile advertising applications in the U.K., Europe and the U.S., covering a variety of market niches including dating, real estate and auto. The podcast also appears on the LinkedIn MobilOpen group blog site.) | 2/10/09 | Free | View In iTunes |
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Mobile Advertising with David Miller of Mobile Discovery | Today's marketers are searching for new, innovative methods to increase marketing campaign results, whether for lead generation, branding effectiveness, events and direct sales. By combining multiple media channels, including mobile, marketers and advertisers can boost their overall effectiveness substantially. In our Web 2.0 age, advertisers are finding ways to generate impact through integration of traditional off-line media, such as print, broadcast, billboards and email, with social media, mobile and other technologies. This increases the possibility of marketing campaigns going viral. David H. Miller, President and CEO of MobileDiscovery (http://www.mobilediscovery.com), an integrated multimedia mobile advertising company, shares his views in this podcast about advertising, product branding, FaceBook, MySpace and other social media channels, media tags and more. David explains how to integrate mobile applications with advertising and discusses how the Mobile Discovery platform has been successfully used for QVC (http://www.multichannel.com/article/87268-QVC_Goes_2D_With_Mobile_Phone_Test.php), U.S.A Today (http://findarticles.com/p/articles/mi_m0EIN/is_2008_April_2/ai_n24968567) and other clients. Moreover, he outlines Mobile Discovery's applications and campaigns with FaceBook, MySpace and other social media sites, portals and RSS feeds. Commenting on "channel shifting" (enabling consumers to move among PC's, mobile phones and other communication channels), along with "time shifting" (consumers using media content at their own leisure), David outlines a vision of the future that's compelling and fascinating, including the embedding of mobile devices in the human body. Implementing a Multi-Channel Mobile Advertising Platform (Mobile Advertising Alliance (http://www.mobileadvertisingalliance.com/downloads/MAA%20White%20Paper.pdf) | 2/10/09 | Free | View In iTunes |
| Total: 18 Episodes |
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