Issued by: Grapevine Media

1. Reach
   Number of users/subscribers
2. Interaction
   The end of the ‘push' advertising era is necessitating a space for a personal and interactive advertising medium.
3. Measurement
   Vital information in determining the popularity of ones campaign

With the increasing number of applications being developed for mobile I find it intriguing that large companies are spending excessive resources backing applications with little measurable substance. An example of this is the application Eyeballs Mobile, which is funded by Huge Group. Upon closer inspection of its functionality, I found a number of serious drawbacks, one of which is the fact that the application runs in the background on the mobile device, which causes a severe reduction in an already limited battery, reducing the life expectancy of the device to less than an hour.

Apart from that, there seems to be no segregation between viewing the mobile advert and performing daily functions on you handset like making a phone call or receiving a text message.

Another application is Nimbuzz - an IM (Instant Messaging) platform that integrates all the various chat sites to your phone. Awesome - but again reduces your battery life from fully charged to empty within minutes.

There are a multitude of applications being developed and in their own right make sense. However, if you are looking for a viable solution in mobile media advertising without the traditional downfalls found in the majority of mobile applications as mentioned above, there is really only one answer:

MULTIMEDIA MESSAGING WRAPPED WITH A LINK TO A MOBI-SITE
From a sponsorship/advertisers point of view you have the ability to deliver well-designed advertising directly to the consumer and then direct them through to your online space, which is where the real fun begins.

Users have the ability to easily log into a site where they can freely do anything, ranging from instant messaging to linking to all the preferred social networking environments. All from one point of contact, while maintaining the balance of economical spend on handsets as well as economical use of the battery.

MMS based advertising is measurable and quantifiable and one does not need to spend millions by sending out messaging to a massive base. Take the following comparative example:




The rate of response is unheard of in the advertising space and by comparison it is fully justified to use mobile as opposed to traditional media.

Furthermore the call to action response is phenomenal and unmatched in this industry. As an advertiser, isn't the aim to spend less while achieving more?

Additional advantageous factors include:

1. Viral Effect
   This often overlooked element possesses unmatched potential, especially in the Internet and mobile stage.
2. Personal interaction with your consumer by means of stringent target marketing and communication via the mobile phone
3. Measurability
   The Mobi-Site campaign is fully measurable with virtually real-time reporting on the activity within the campaign.

Taken as a whole, mobile media wrapped with a hyperlink to a Mobi-Site offers a unique winning formula for a successful mobile advertising campaign. The criteria is met with the prevalence of three fundamentals:

Reach. Interaction. Measurability.

I challenge you to show me a medium that has the same ability!

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[7 Aug 2008 15:39]

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