Cox rolls out mobile marketing.

TEANECK, N.J. -- Ping Mobile announced a partnership with cable TV leader Cox Media that will offer unique advertising opportunities that encourage consumers to text in messages. Cox's advertisers can now put a tag in their television spots that asks consumers to text in messages to receive special.
"With this partnership, we are able to provide our clients with a turnkey mobile solution that enhances their campaigns and drives an astonishing amount of sales and traffic," says Peter Schultz, Cox's director of new media. "The flexibility of Ping's mobile marketing platform allows us to provide every client in all of our markets with a unique and customized solution that suits their individual needs."
The initiative stems from trials in 2007 when Cox experimented on its cable systems in northern Virginia, San Diego, New England and Las Vegas markets. For example, Vocelli Pizza in Fredericksburg, Va., developed a TV spot with an embedded overlay message for viewers to text in "Vocelli" and in return, received a mobile coupon for 50 percent off a regular or large pizza. In the first month of the campaign, Vocelli saw a 0.5-percent response rate and a 56-percent coupon redemption rate.
According to eMarketer, mobile ad spending will grow from about $1.6 billion this year to $4.8 billion in 2011.
"We are looking full circle at what advertising can do," says Peter Schultz, director of advanced advertising at Cox. "You have a 30-second spot, you layer with other technology like VOD and long-form ads, and interactive overlays and request for information, but there is still no force driving them to the final sale." He's hoping that mobile marketing can close that loop.
Cox required Ping's assistance in managing the campaign and database, as well as with marketing compliance. Ping Mobile is experienced in this area thanks to work with a client list that includes Enterprise Rent-a-Car, Delta Airlines, The Sharper Image and Macy's. "When you send a message to a friend, you don't need permission, but for a company to send a message, it does need permission," Ping CEO Shira Simmonds tells TVWeek.com.
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