Archive for the ‘Mobile Advertising’ Category
Friday, August 20th, 2010
With the introduction of HTML5 and Apple’s iAd Mobile Ad space is all set to grow in a bigger scale in the days to come. Mobile agency execs debated the evolution of this medium in the recently concluded Mobile event OMMA in NYC.
Regardless of the excitement for the Mobile App space, it is foreseen that new technologies will shift the focus of the Marketers from the crammed branded App space. However to everyone’s shock panelists advised Advertisers to stay away from app space at this moment. They suggested focusing more on devising unambiguous policies before the best suited channels.
Jared Hopfer, Marketing Manager at Mobext, a Mobile agency says, “Our initial conversations with clients always start with them getting excited about applications. As an agency we have to calm them down and talk about the types of functionality that an app would offer that other experiences wouldn’t, and weigh the relative benefits.”
“I think we all know that when iAd is launched we’ll see a lot of very interesting stuff coming through that will really excite brand Marketers,” said Patrick Collins, CEO of agency 5th Finger, conveying his reservations on the iAd network. He is not certain whether or not iAd network will be able to deliver better results than ad formats presently available with the Mobile Marketing Market. However Apple’s iAd team is putting in a great effort to target the agencies too with much success.
Although the discussion between Mobile Apps vs the Mobile Web and Flash vs HTML5 continues, the immediate feeling from an agency’s viewpoint, advantage goes to HTML and the mobile Web. “We see a lot of ad impressions, and I think the winning platform is HTML5. It’s going to take 3 years or so, and there’s no doubt applications are all the rage today, but I think the browser platform will win in the end,” said the CEO of one of the biggest Mobile Ad network Company.
He is also from the school of thought which believes that the escalation in mobile use is a within the browser phenomenon than anything else.
Tags: Apple iAd, HTML5, mobile ad, Mobile Advertising, Mobile Agency, Mobile Marketing, Mobile Technology
Posted in Blackberry, Media Agency, Mobile Advertising, Mobile Application, Mobile Marketing, Smartphones, Web Advertising, iphone | No Comments »
Friday, August 13th, 2010
Location Based Social Networking providers like Foursquare have been enrolling users like never before. With this resounding success of these LBS providers it was quite obvious that others would soon catch up with the craze and evolve their own versions.
DeHood is one of the latest LBS that emulated Foursquare’s features. However it goes on to a hyper local level with additions of few local advantages and characteristics to keep itself distinct from Foursquare. It targets to accumulate the communities of “hoods” about local news, places, business, etc. This facilitates immediate communication with firends, families and neighbours which makes it the first location-based social network for the neighbourhoods as claimed by DeHood.
To quote from the Press Release, “DeHood helps users discover people, places, events and great offers in their locality, and enables a complete Social Network for shopping and places. For example, residents can find out what is going on around them before they leave their house, whether it’s a traffic jam, the latest Hot Spot, the best deal nearby, or a local event to check into. With an accurate check-in function they learn the location of their friends, privately message them, or follow the thoughts of other residents on how to make their ‘hood’ a better place to live.”
DeHood’s target of neighbourhood and its surroundings is one-of-its-kind. However in terms of its service one hardly finds any difference from the numerous other “location-based social networks” that mushroom every now and then. It probably is a wonderful concept conceived a bit too late. It has missed the train to catch on with the craze.
Foursquare and Gowalla are distinctly ahead and lead the race. Inspite of doing all correct DeHood will not be able to takeover these leaders of the game. It would be an uphill task for DeHood to make itself the automatic choice when one thinks of a social LBS. We would love to see that happening though.
Tags: DeHood, Foursquare, LBS, Location-Based Social Network, Mobile Advertising, Mobile Marketing
Posted in Mobile Advertising, Mobile Marketing, Smartphones, mobile analytics | No Comments »
Thursday, August 12th, 2010
Hong Kong International Airport started a new competition between the agencies of Hong Kong to emphasize the interactive screens in the terminal of their new wing. The winners of the contest are given the prize to use the screens for a period of two months.
Ogilvy and The Hyperfactory were collectively pressed into action by Motorola for this “Say Goodbye” Campaign. Travelers using their cosy small screens of Motorola connected with the near and dear ones through the gigantic digital screens with the assistance of David Beckham and Jay Chow.
The purpose of this operation was to enable this high frequency traffic digital site costing near about $1 Million, absolutely free to the winners of the contest. In the process it helped Motorola to display its new RAZR in an entertaining fashion by engaging the users. It further provided the audience a first time experience of “Saying Goodbye” with David Beckham and Jay Chow. Motorola also got a chance to portray themselves as providers of innovative & cutting edge experience across all its models.
The customers could take a picture of themselves with their phone; write a message and text it to their loved ones to be displayed on the giant screen “Saying Goodbye” even after entering the security zone of the airport. For an option they could also choose David Beckham or Jay Chow as their medium of interaction through their recorded messages.
The initiative got an overwhelming response from thousands of travels. It produced an enormous interest in the regional press and whispering campaign ensured people crowding the airport just to “Say Goodbye” to their loved ones. It’s not only been a great marketing exercise for Motorola but for Hong Kong Airport too. Hong Kong Airport now has a long queue of corporate desperate to promote their brands on the huge digital screen.
Tags: Hong Kong Airport, Mobile Advertising, Mobile Marketing, motorola, Traffic Site Digital, Viral Marketing
Posted in Mobile Advertising, Mobile Application, Mobile Marketing, Smartphones | No Comments »
Wednesday, August 11th, 2010
Lancôme, a leading French cosmetics company utilized both the iPhone App and Social Media to introduce “Declare Indigo”. It is the new range of make-up by the Creative Director of Make-up in Lancôme, Aaron de Mey. The exercise is nothing but an attempt to create a special intimate relation between the customer and the brand.
Women can test the new color combinations; obtain valuable advices from experts in Lancôme. Julie Thompson, Interactive Marketing & CRM Director of Lancôme says, “Lancôme was the first brand in the Market to launch a Mobile Commerce Website in Japan in 2007. Today, we continue our strategy of innovation in offering an iPhone Application that makes full use of the possibilities of the touchpad. We are committed to the sensation and are ready to offer an experience that is intuitive and truly personalized.”
The consumers can design a total look by using the Declare Indigo products on a virtual model face in the “Create Your Look” segment of the app. The touchscreen enables you to do all this most effortlessly. You can go ahead and save your creation and also text it to your friends. The message as received by your friends will be a full colour image with instructions of how to download the Lancôme app.
Lancôme news feeds are also provided through this app which keeps the consumers updated with Lancôme’s initiatives all over the world. The Make-up Blog having a string of information about make-up from Lancôme’s experts was also launched. This provides a true chance for discussion with the brand’s National Make-up artists who can download their knowledge and expertise to the consumers. The consumers can also enjoy conversing with Aaron de Mey and the Lancôme National Make-up Artists, “making of” videos and backstage photos and clips.
Mobile Agency Phonevalley, a subsidiary of Publicis group designed and put into practice the iPhone Declare Indigo app which is accessible in English and Chinese. Customers are being intimated about this new app through weekly emails and Lancôme’s 15 existing web sites worldwide.
Tags: iPhone App, Lancome, leading French Cosmetics company, Mobile Advertising, Mobile Application, Mobile Marketing
Posted in Mobile Advertising, Mobile Application, Mobile Marketing, iphone | No Comments »
Monday, August 2nd, 2010
After the success of Nike Plus, Nike is enhancing their Mobile App Campaign initiative by launching Nike True City. It comprises of a location-based city guide including a Social Media component covering 6 most fascinating cities of Europe namely London, Paris, Berlin, Milan, Amsterdam, and Barcelona.
Nike True City App has been developed by AKQA. The App enables the users to keep pace with the almost everything that’s happening in these cities. The App provides a wide variety of information ranging from food and drink to Music, Art, Culture, Shopping and Sport. The geo tagged information Appears on the screen with icons on the local map. One also has the option to chose the contents by using the filters and concentrate on the activity of their choice.
On clicking on a chosen item, a tiny window pops up, giving further details of that place along with messages from the provider, snaps, etc. The user can also comment on the location and share it with his friends and family through the Social Networking sites. Special contents can be “unlocked” using the special QR code reader in few locations.
While common users contribute the information “Nike Insiders” also do play a major role. These are nominated workforce in each city who contribute with contents on their places of choice and hidden treasures. Nike claims “these cultural authorities take pride in owning their cities and sharing their knowledge with likeminded Nike lovers.”
The Buzz Filter allows previews of forthcoming events and product launches. This App displays photos of about to be launched products and also the countdown to the launch. It even provides knowledge about the Design and Designer.
Nike is Marketing the launch of Nike True City App through their Website. A video with high quality pictures introducing the App is also worth watching. This is all part of their extensive PR exercise to promote the App.
Tags: Mobile Advertising, Mobile App Campaign, Mobile Application, Mobile Marketing, Nike
Posted in Mobile Advertising, Mobile Application, Mobile Marketing | No Comments »
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