Edited by the Marketingservicestalk editorial team Dec 1, 2008
Videoegg has introduced Adframes for mobiles, a performance-based ad offering that enables advertisers to distribute invitation-based, expandable video or rich media ads to Iphone users.
Nikon was among the first brands to leverage Adframes's mobile distribution as a measurable way to promote its Coolpix and D90 cameras and reach highly engaged consumers.
The growth of 3G networks and emergence of open mobile platforms like Apple's Iphone and Google's Android are driving the creation of third party applications, with almost 9,000 developed for the 10 million Iphones predicted to be sold this year.
Consumers are now enjoying a new breed of web-based social, gaming and media experiences using their mobile devices, representing a major shift in activity and creating opportunities for brand marketers.
Videoegg's expansion of Adframes into mobile devices allows advertisers to extend brand experiences across the mobile channel, bringing more reach to the company's network of more than 80 million consumers.
Paps Shaikh, European managing director of Videoegg, said: 'The way in which consumers use their mobile phones is changing drastically.
'These devices have evolved into complete media environments, opening an entirely new channel for marketers.' Steve Mullins, media analyst for Informa Telecoms and Media, said: 'Despite years of hype, mobile advertising is still pretty nascent in the UK; text-based marketing dominates.
'The Iphone is the market-changer the sector has been waiting for as users lap up media content.
'As the penetration of the iPhone and similar handsets increases, we expect to see more and more brands getting involved in mobile video advertising.' Videoegg will offer mobile distribution across both applications and web pages on the Iphone, and over time will extend to other mobile platforms and devices.
The mobile distribution channel is offered as part of Videoegg's ad platform and will be included as a standard option on all large campaigns.
The pricing model is based on cost per engagement.
Rich media ads are served for free and advertisers pay only when a user engages, providing a risk-free method to distributing highly targeted brand content
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