RCR Wireless’ Colin Gibbs had a nice article related to the recent Olympics and related consumer use of Mobile Video. The article noted that neither AT&T nor MobiTV would discuss uptake of their video offerings…MedioFlo also declined to discuss how many viewers tuned into the games, but VP of Programming, Mike Bailey said the company “was extremely pleased” with the results and performance” of its Olympics channel.
Other notable Mobile initiatives…
Papa John’s Pizza 2D mobile barcode campaign.. - The 2D barcode partner in this case is NeoMedia. NeoMedia’s CEO, Iain McCready, was quoted as saying “The test was operationally very successful” (Is that a euphemism for a low participation rate?)
Yahoo’s download numbers for its Yahoo! Go their J2ME application. How many downloads to date?? What handset types are dominating the downloads?? Hell, they probably have the best distribution outlets outside of the Carrier decks.
Marketers continue to gripe about the Mobile Channel’s lack of benchmarks to help them gauge the success of their Mobile efforts. Certainly the lack of sharing by experimenting brands is understandable from a competitive standpoint, but a little sharing could go a long way. Kudos to Adidas’ Chris Murphy at the past MMA Marketing conference in New York for sharing an in-depth look at his company’s integrated Mobile campaign that was run with help from agencies Carat & Isobar.
Also noted in the aforementioned RCR Wireless Article, Nicholas Covey, director of insights for Nielsen Mobile said, “much of the lack of transparency in mobile is the fact that the industry has yet to develop real-time measurement systems”.. “Largely, the mobile industry right now is not like the television or online industries where you get overnight ratings,” Covey explained. “Mobile is generally measured in 3-day increments.”
Well, I agree that at the macro-aggregate level that Nielsen Mobile deals with they don’t get real-time metrics, but at an application level, i.e. the mobile marketing company and aggregator, that is NOT the case. The beauty of Mobile as a direct response mechanism is that it is instant. If I configure a mobile marketing campaign for a Txt2Vote or Sweepstakes, etc.. I can instantly see when results start rolling in.
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