Mobile advertising: the new Holy Grail

Mobile took centre stage on day three at MIPTV. Remembering that MIPTV is a TV market, this was not a content discussion or a debate about what content would work on mobile, it was about whether consumers would accept mobile advertising. When we leave home, we leave with our keys, wallet and mobile phone. We go to bed with our mobile phones and like magazines, even take them to the toilet with us. It’s the only media device we always have with us.

Relevant advertising

Mobizines – magazines on your mobile - are available in South Africa for download to your mobile phone. There currently over 30 on offer and you don’t pay for them – only the network’s standard data charges which apparently only works out to about six cents. Magazines have always been advertiser-funded or subsidised and we accept this because, in most cases, the advertising is relevant to the reader.

Would you accept advertising on your mobile phone? Most people would say no. Would you accept advertising if you were given something in return? Maybe – again depending on if it’s relevant. I’m an Audi owner and love the brand. Audis know me well and I service my car regularly at the same dealer. Offer me a test drive in the new A4, invite me to a launch or send me an Audi screensaver with the ad. Don’t just tell me, involve me.

But, we’ve learnt a lot from spamming – we all hate getting those totally irrelevant email and SMS ads. Mobile advertising should be permission based and allow you to opt out. Mobile phones are very personal devices; we’ll share our TVs, newspapers and magazines but try and get your teenage son or daughter to hand over their mobile phone to you for a few hours. It’s just not going to happen.

The success of mobile advertising is going to be based on the ability to target and contextualise. The role of media buying is to try and find the most relevant and targeted media for an advertiser. Mobile operators have our demographics and there was a lot of discussion around whether advertisers should be able to access this and what role the operators play in developing mobile advertising.

Getting in on the game

Handset manufacturers are also getting in on the ad game and both Nokia and Ericsson presented their new technologies and trials they have been running. Nokia Ad Service and Nokia Advertising Gateway enables delivery of the right ad to the right mobile consumer. Ericsson ran a very successful trail with the Norwegian Broadcasting Company and proved the case for mobile advertising. Rhythm New Media, working with 3.5 million subscribers of 3 Mobile in the UK, showed that advertiser funded content, given to the user for free, is a viable model. The video clips are delivered with pre and post ads and was accepted by mobile users. These ads are not 30-scond spots but are shorter re-purposed ads or originally created content for mobile, including branded entertainment content.

From an agency perspective, Ogilvy has created a new division dealing specifically with digital new media. Richard Wheaton from Neo@Ogilvy sees a great future for mobile advertising. The numbers are still small and is based on the penetration of enabled handsets and the standardisation of formats.

We are looking at a new generation who don’t do things in the same way their fathers did. It’s new and there are risks but if history repeats itself, once a new technology is introduced, like television, the platform will offer huge opportunities for brands and advertising if done in a relevant, personalised and permission-based environment.