Whatever the channel, ad is considered like a potential intrusion in our life. Unwanted, noisy, unbearable, useless, many of us agree to claim that we endure the sector of advertising and we do not want to receive more. Considered as the most personal device with high level of I.

With the upward thrust of mobile services driven by information usage and graphical handset’s capabilities, we are facing a great new challenge. The web model with full-spammed mailbox or pop-up’s invasion is prohibited if we would like to develop the promising mobile advertising business.

This conceptual approach must be supported by an access technology linking the marketers and the users through his mobile.

By creating a trustworthy environment where the user is at the crossroad of the ecosystem with the brands and the operators, our aim is to make a new sort of relationship based totally on an interactive fidelity community, an one-to-one marketing channel, where the advertisers are the users best chums. Our standpoint is that to be compliant, a mobile ad solution has to supply an on-demand opt-in system for each ad delivered and to mechanically find out about user interests by creating an anonymous target, dynamically updated, without annoying the consumers with personal information’s’ request. To be smart, focus must be directed on :

- Respect of privacy : users don’t want to be attacked by ads, but they are still attempting to find information’s. By being relevant and personalized, advertising’s are developing into fascinating information. User qualification allows efficient targeting and relevancy. As a consequence, ads have to be delivered just when the user is requesting for them.

- User experience : Respect the privacy is a basic basis but unwelcome message will still be regarded as dull and intrusive. For the mobile medium, advertisers has to dismiss their mass communication strategy for an one-to-one customized and interactive communication establishing a dialogue allowing to trace user’s experience from the 1st click to the final purchasing action.

- Prime Time : Today’s model of advertising’s display without any respect for the user’s context of reception is not satisfactory. To catch the crowd, advertising must be delivered at the right time within the right context. Public transport 800 a.m, afterwork Seven hundred p.m, before calling the voice mail, each prime time is unique and will be exploited. Conversely to the TV, mobile enables an interactive dialogue in which the user can choose and adapt his availability.

- Local ubiquity : To achieve success, mobile advertising has to work side by side with location based services. Adverts coming from the shopping arcades where you go two times a week are becoming useful information.

- Tribe : To grab the mobile advertising opportunities, advertisers have to become the user’s best mates because our chums are our favorite advertisers. By considering where the user is at a precise time, we are opening a new selection of communication channel for the local advertiser associating shopper profile’s targeting and precise geographical segmentation. When you share with your community family, chums, and co-workers you are in a trusted environment in which you will accept and take care about the shared info. The ability to enable a social ad exchange is a key success factor for mobile advertising.

- Rewards : Mobile marketing’s issue is to push up the MNO’s ARPU that’s really downgrading. Free is now available thanks to advertisings. By introducing a new model in which a part of the ad budget is explicitly reattributed to the end users, MNO and service supplier will keep part of the budget creating a new ad-funded ARPU and new rewarding schemes for the end users. Mobile advertising is more complex than push-SMS or graphic banner.

All of these are main elements to make mobile advertising a killer service for everyone : advertisers, operators, service suppliers and users.

Advertising is now part of the entertainment industry. It has got to make a smart channel with mixed selling applications : commitment, discount, survey, feedback management, after sales

Based on full screen video format and interactive consumer experience, mobile advertising has the potentiality to become a social media between brands, patrons and their clans. Digital customers are getting more advanced. Well-conceived and fair mobile advertising associated to consumer’s clans as best media channels can have impact better than before.

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