By Dan Butcher - November 24, 2009
Unilever exec speaks to mobile coupon strategy
Consumer-products giant Unilever and food corporation Grupo Bimbo will run full-screen ads across Latin America and the Caribbean beginning in the fourth quarter of this year.
These brands will target the 190 million subscribers of carrier América Móvil, which has partnered with MyScreen Mobile Inc. to integrate its full-screen interactive mobile advertising service. MyScreen's patent-pending technology platform delivers full-screen advertisements to the mobile phones of opted-in subscribers and provides them with rewards such as free services, special offers and discounts.
"We met with large advertisers and operators, and we immediately saw a positive response from both parties, because we can deliver a similar brand experience to what advertisers can deliver on a billboard or TV commercial," said Maurizio Angelone, CEO of MyScreen Mobile, Toronto, Ontario, Canada. "We're launching commercially in Latin America with the biggest mobile network operator, América Móvil, which will use our platform to deploy this new way of delivering advertising to mobile consumers.
"For the first campaigns in December, we'll start with the biggest markets—Brazil, Mexico and Argentina—then continue the roll out of commercial deployment across Latin America" he said. "We're lining up large advertisers to start deploying on our platform, and we've agreed on mobile campaigns with Unilever, the Bimbo bread company and others.
"There's clear interest from these major brands, and they see for the first time an opportunity to engage with consumers in a completely different way leveraging our platform, which delivers greater ROI and click-through rates than banners or text messaging."
MyScreen to offer rewards for mobile ads
Get a bite of full-screen mobile advertising
Unilever is a multinational corporation, formed of British and Dutch parentage, that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products.
Grupo Bimbo is a giant Mexican food corporation with brands in Latin America, Europe, China, the United States and Canada. One of its subsidiaries is Bimbo Bakeries USA, the largest bakery company in the U.S., owning six of the top 12 fresh bread brands nationwide.
América Móvil taps MyScreen
América Móvil S.A.B de C.V. is a provider of wireless services in Latin America, with operations in 18 countries in Latin America and the Caribbean, with more than 194.3 million subscribers as of Sept. 30.
Myscreen/Turkcell
Pepsi had high click-through rates during the Myscreen/Turkcell trial
MyScreen ads target subscribers based on their demographic and psychographic profiles, with the goal of making the ads relevant to their unique interests and lifestyles.
Through its mobile marketing consultancy, the MyScreen Agency, the company collaborates with traditional ad agencies and brand advertisers to optimize their mobile advertising programs.
Together, MyScreen and América Móvil will deliver ads to the carrier's users who voluntarily subscribe to the service.
América Móvil has already begun to integrate MyScreen's platform and has initiated plans to roll out the service in the region in December. Ads for large consumer brands, including several under the Unilever and Grupo Bimbo umbrellas, are slated to be among the first to be delivered to América Móvil's users.
According to 2009 Juniper Research data, mobile advertising revenues in South America from 2009 to 2013 are projected to be approximately $1.3 billion.
América Móvil believes that mobile advertising has tremendous potential, as the penetration and individuality of mobile phones lets the carrier reach a significant and highly segmented public.
Yo quiero mobile advertising
MyScreen's platform joins other mobile advertising services already offered by América Móvil.
However, MyScreen claims that it differs from the other mobile advertising platforms available, as MyScreen's ads are full-screen graphics that convey the advertisers' brand image and are delivered in a non-shared advertising environment that provides brand exclusivity.
MyScreen ads are delivered at the end of every call, which the company claims creates better visibility than text messages and banner ads.
The full-screen ad units are designed to enable consumers to engage directly with the ads using MyScreen's "AdValue HotKeys" feature, with calls-to-action urging consumers to press a key to be connected to a call center or forwarded to a mobile Web site, among other possibilities.
MyScreen claims that its full-screen ad units outperform mobile Internet click-through rates, which according to some analysts average less than 1 percent.
During a 2009 commercial trial with Turkish carrier Turkcell, MyScreen ads generated click-through rates that exceeded 20 percent. According to industry data cited by MyScreen, the average CTR for mobile ads is only 0.1 percent.
MyScreen mobile ads are incentive-based, with subscribers accumulating reward points for every ad they view on their phones.
Points are redeemed in the form of free and bonus telecom services provided by the carrier.
Exclusive "made-for-MyScreen" offers, such as free trial products or special promotional pricing, are provided by participating advertisers.
MyScreen's mobile advertising platform is designed to integrate onto a carrier's deck without interrupting users' regular call behaviors.
Subscribers choose the type of content and ads they receive from categories such as sports, entertainment, lifestyle and health.
"We believe developing countries provide a great opportunity for mobile advertising, because mobile subscribers have not been exposed to large the pool of advertising you have in developed countries like the U.S. and Europe, so they're much more open to receiving advertising and rewards on their handset," Mr. Angelone said.
"The mobile phone is one of the best ways to reach them, because mobile devices are the most-used personal device," he said.
"The penetration of mobile devices is much bigger than landlines, the Internet and TV in Latin America, and it's still been largely unexploited today, so it's a great opportunity."
http://www.mobilemarketer.com/cms/news/advertising/4710.html
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