Mobile is an area of intense fascination for marketers and advertisers, partially because it’s so confounding.
Ideally, mobile marketing can be even more effective than search. Its targeted consumers are not sitting on their couches thinking about buying something — they’re out in the real world and are open to suggestions about where to go next. A well-timed coupon or even just a reminder that a store is nearby can create a sales opportunity out of thin air.
That said, there are huge barriers to getting an effective mobile campaign underway, including privacy issues, wireless carriers’ individual policies and the still low rate of [iTunes link], a mobile game that — get this — is powered by the sound of carrots crunching. A Crispin rep says the agency “used lots of complicated science to develop an algorithm that turns the sound of carrot crunches into nitro boosts in the game.” (Internally, this is known as “Crunchonics Technology.”) The crunches guide a guy in the game in a rocket-strapped shopping cart through an urban wasteland. Gamers can get speed boosts and catch air by crunching real carrots into their phone.
Results: A Crispin spokesman says the app got 13,000 downloads in the first week, but current figures weren’t available.
5. Intel’s Rich Banner Ads
Clickthrough rates for banner ads are notoriously poor, but Beth Lubov Butrymowicz, Intel’s global media manager, thought mobile banners might work better, particularly if they were able to be manipulated — hence Intel’s expandable rich banners that expand when users click on them. After users expand the ads, they see three icons than can be dragged and dropped to the bottom of the screen. Then they’d be asked three quick questions about their technology needs. After qualifying themselves, users would then be led to an Intel mobile site providing more information about what they were looking for.
Results: Interaction rates within the rich banners were five times higher than for in-app placements. Lubov Butrymowicz attributed that difference to behavioral targeting — since users identified themselves by their interests, they were more likely to respond to the ad messages. Behavioral targeting reached users as they were researching computers. “We delivered a utility that helped a user in their decision making process,” she says. “Additionally, this was the first banner of its kind — this level of interaction within the banner had yet to be seen prior to our campaign launch.”
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Ideally, mobile marketing can be even more effective than search. Its targeted consumers are not sitting on their couches thinking about buying something — they’re out in the real world and are open to suggestions about where to go next. A well-timed coupon or even just a reminder that a store is nearby can create a sales opportunity out of thin air.
That said, there are huge barriers to getting an effective mobile campaign underway, including privacy issues, wireless carriers’ individual policies and the still low rate of [iTunes link], a mobile game that — get this — is powered by the sound of carrots crunching. A Crispin rep says the agency “used lots of complicated science to develop an algorithm that turns the sound of carrot crunches into nitro boosts in the game.” (Internally, this is known as “Crunchonics Technology.”) The crunches guide a guy in the game in a rocket-strapped shopping cart through an urban wasteland. Gamers can get speed boosts and catch air by crunching real carrots into their phone.
Results: A Crispin spokesman says the app got 13,000 downloads in the first week, but current figures weren’t available.
5. Intel’s Rich Banner AdsClickthrough rates for banner ads are notoriously poor, but Beth Lubov Butrymowicz, Intel’s global media manager, thought mobile banners might work better, particularly if they were able to be manipulated — hence Intel’s expandable rich banners that expand when users click on them. After users expand the ads, they see three icons than can be dragged and dropped to the bottom of the screen. Then they’d be asked three quick questions about their technology needs. After qualifying themselves, users would then be led to an Intel mobile site providing more information about what they were looking for.
Results: Interaction rates within the rich banners were five times higher than for in-app placements. Lubov Butrymowicz attributed that difference to behavioral targeting — since users identified themselves by their interests, they were more likely to respond to the ad messages. Behavioral targeting reached users as they were researching computers. “We delivered a utility that helped a user in their decision making process,” she says. “Additionally, this was the first banner of its kind — this level of interaction within the banner had yet to be seen prior to our campaign launch.”
Content syndicated from Mashable