Dan Butcher - October 7, 2009
SAN DIEGO - Microsoft believes multiscreen advertising buys that include various mobile channels will become increasingly important for brands and the company is investing accordingly.
That was one of the themes touched on during Microsoft's keynote address at Mobile Marketing and Advertising preconference session during CTIA Wireless I.T. & Entertainment 2009: Mobile Business. In terms of budget, mobile should not be thought of as a silo, as traditional media often is, because it layers across all media effectively whether the campaign objective relates to CRM/loyalty, branding, direct marketing or commerce.
"Classically mobile has been in digital bucket, and digital folks have embraced it first, but as all marketing becomes digital we'll see mobile break away from that and enter its own space," said Jamie Wells, global director of trade marketing at Microsoft, Redmond, WA. "It plays across all elements of media.
"Mobile sits aside email, direct mail, gaming, print, online and TV, and enables everything from display, rich media, video and search advertising to couponing, promotions and commerce," he said. "That's the reason mobile is so interesting to marketers."
There are more than 270 million wireless subscribers in the U.S. Recent surveys indicate that 92 percent of subscribers cannot get through the day without using their mobile phone and more than 34 million mobile users in the U.S. use their mobile device to view the Web.
Mobile marketing and advertising dominated the preconference sessions at CTIA Wireless I.T. & Entertainment 2009: Mobile Business
As consumers continue to discover the connected nature of wireless, advertisers are also drawn to the personal, interactive and effective options that mobile affords.
Research cited by Microsoft shows that leading internet sites that have a presence on the mobile Internet can extend their reach by 13 percent or more.
The problem is that currently it is not so easy to engage consumers though the mobile device, or at least that is what some brands believe. Education is still key to move the mobile ecosystem forward.
In response, Microsoft Advertising brought its gaming and online behavioral targeting options, segments and categories to buyers of its mobile display inventory (see story).
"A lot of buyers believe in behavioral targeting it—it works very well and has been demonstrated to drive results in the online sphere, so there's huge demand in the mobile sphere as well for good reason," Mr. Wells said. "Based on your history of media consumption, we're going to serve you an ad.
"Microsoft is the first brand to release a behavioral targeting product in mobile that is pulling from both online and gaming," he said. "Historically Yahoo has had the only real robust behavioral targeting product on the Internet and mobile, and now buyers have a choice."
Microsoft believes that integrating ad buys across the PC, mobile and gaming consoles such as its Xbox brand is the way of the future.
"The power of multiscreen is staggering for marketers, and Microsoft is deeply invested in the multiscreen approach, from display, search and video advertising across online and mobile to in-game navigation to brand landing pages," Mr. Wells said.
There are two ways to look at integrated screens, unity of content and unity of audience.
"Right now we're at the unity of content stage, where we can translate a marketing idea across all of these screens, gaming, online and mobile, leveraging the best creative for the best screen," Mr. Wells said. "The key is translating the marketing concept to let each screen do what it does best, and it's very difficult to do unless you have a simplified integrated play such as Microsoft offers.
"Where we're headed is unity of audience, where we can keep track of ad sequencing across those various screens," he said. "We will be able to serve you an ad on mobile Web based on whether or not you engaged with that in-game ad previously.
"That data becomes more interesting and more actionable."
While that level of targeting may be a little ways off, another one of brands' primary concerns—reach—is already being addressed.
"Mobile advertising really starting to scale—clearly the horse is out of the barn," Mr. Wells said. "Brands are seeing success in mobile and we know this because they're returning with bigger budgets.
"Many barriers have been overcome in the last 18 to 24 months, and brands see that consumers are responding to the medium," he said. "Over the next 18 to 24 months we'll see the next wave, where mobile search more popular and we'll see more sophisticated campaigns that generate a lot of traffic.
"Brands that are getting in now get valuable learning, and brands can get in to mobile search cheaper now, because there are fewer brands bidding, but brands that wait might pay more for those same lessons."
http://www.mobilemarketer.com/cms/news/advertising/4354.html
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