October 12, 2009-By Guy Yaniv
Guy Yaniv is vice president and general manager of Comverse Mobile Advertising
Advertising has deep historical roots. As far back as the 17th century, newspaper ads already had become familiar as a widespread tool to get non-personal messages to the public.
Over the years, technological advancements have played an extremely important role in the evolution of advertising, adding various mass-media outlets beyond newspapers to serve as advertising platforms.
One of the lingering questions in advertising has always been the topic of metrics: measuring a campaign and assessing its real value in terms of return on investment.
Historically, it has been highly difficult to measure how many eyeballs an ad has actually hit and how people's exposure to advertising influences their purchasing behavior.
Access to accurate metrics is especially important with the tremendous growth of advertising options available today. Consequently, advertisers increasingly want to know if their ads are effective — and how they can be made even more effective.
Digital advertising in its various forms and mobile advertising specifically provide something virtually unprecedented throughout advertising's long history: an ability to accurately measure advertising campaigns and assess the buying behavior triggered by campaigns.
This unique ability gives advertisers important information and tools to make their advertising dramatically more effective.
Trigger-based advertising
In a previous column we discussed the razor-sharp targeting abilities made possible by mobile advertising.
These mobile advertising capabilities can be used not only for targeting but also for assessing and tracking campaigns, all of which can help boost ROI.
One good example of this is trigger-based mobile advertising — promotions that are triggered by the user's presence at a certain physical location, thus allowing advertisers to create finely tuned and highly effective timely customized offers.
Take Susan, for instance. Highly interested in books, her mobile Web surfing habits include frequent visits to best-seller forums.
This information is captured in Susan's profile at the mobile operator's network, so when Susan visits her neighborhood mall, a leading bookstore partnering with Susan's wireless carrier leverages knowledge of her preferences and location to deliver a customized ad to her mobile.
Susan is pleased to see that she is being offered a special discount coupon for any of the 10 best-selling books in the mall's bookstore, including a book that she has recently decided that she wants.
The chances of Susan responding to this ad are much higher than the chances of her responding to a non-targeted ad. The ability to connect Susan's buying behavior with her presence in the mall increases the ROI for the bookseller.
Multiple channels
Mobile advertising offers advertisers numerous channels to connect with the target audience on the device that goes everywhere with users 24/7.
Touchpoints include WAP banners, ringback tone advertising, in-game advertising and advertising on SMS and MMS — both person-to-person and push.
These multiple channels combine to provide strong display capabilities to serve advertisers' general marketing goals.
Additionally, call-to-action options such as click-to-call, short codes and links to WAP sites make it easy for buyers to act on first impulse, which is the moment of greatest opportunity.
Every element of the process is highly measurable, trackable and interactive.
The advertiser can run a synergistic multichannel mobile campaign with real-time metrics for all channels that not only enable accurate and immediate reporting, but also the ability to constantly fine-tune the campaign according to target audience responses.
Low-performing campaigns may become a thing of the past once advertisers can see in real time how ads are being received by the audience and how to adjust the ads to resonate with the audience's buying behavior.
Mobile adds up
Because companies want to spend their marketing money on advertising that they can measure and that can deliver effective results, advertisers are very attracted by mobile advertising's many advantages, such as:
• Metrics: Precise, real-time measurement capabilities
• Knowledge of user: A wealth of information about users and their preferences
• Multiple touch-points: A synergistic scope of options for reaching the user
• Impulse response: Users can respond easily and immediately
• Always at hand: The message can reach the user any-time, anywhere
Mobile advertising is an irresistible advertising medium that significantly increases fruitful interactivity between the advertiser and the end user.
Moreover, mobile advertising improves chances for a much better ROI, and gives advertisers the accurate information they need to more quickly appreciate and enjoy the better return that they get for their advertising dollars — more bang for the buck.
http://www.mobilemarketer.com/cms/opinion/columns/4378.html
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