Archive for the ‘Ads’ Category

Marketing Mobile – Publicité mobile : la MMA fait ses recommandations

mai 14, 2007

Bannières, liens textes, SMS, MMS, interstitiels, vidéos… La Mobile Marketing Association (MMA) donne ses conseils aux acteurs de la publicité sur mobile, un marché encore limité.

Encore confidentielle, la publicité sur mobile a réalisé un chiffre d’affaires en France de 7 millions d’euros en 2006, soit 0,03 % de l’ensemble des revenus publicitaires. Pour accompagner ce développement attendu, mais aussi l’encourager, l’antenne française de la Mobile Marketing Association (MMA) a publié un document dans lequel elle donne ses recommandations sur l’utilisation de formats publicitaires adaptés aux téléphones portables.

La MMA France veut ainsi encourager l’adoption de standards précis. Il s’agit d’une première en France, mais d’autres organisations pourraient également publier leurs propres recommandations. L’Interactive Advertising Bureau (IAB) a ainsi mis en place en octobre dernier une commission mobile, dont l’un des rôles est de faire des recommandations.

La MMA mondiale avait elle-même publié en novembre 2006 un document pour encadrer la publicité mobile, avec notamment des standards pour certains formats. L’antenne française va plus loin, en apportant des indications précises sur dix formats publicitaires (lien texte, bannière, interstitiel, vidéo simple ou autour d’un contenu vidéo, SMS, MMS simple et vidéo, WAP Push et publicité dans les applications embarquées).

Pour ne pas repousser l’utilisateur, dont beaucoup trouvent trop intrusive la publicité sur téléphone portable, l’association fait quelques recommandations. Elle conseille ainsi, pour les formats « pull » (liens, bannières, interstitiels, vidéo) de bien identifier qu’il s’agit de publicité. Les formats « push », comme les SMS et MMS doivent contenir l’identité de l’expéditeur, et n’être envoyés qu’à des utilisateurs ayant donné leur accord (opt in).

Par ailleurs, la MMA France invite les publicitaires à rendre cliquable – quand c’est possible – la quasi totalité des formats proposés. Elle en précise également les tailles et les poids, et va jusqu’à conseiller l’envoi de SMS ou MMS dans des créneaux horaires particuliers. Cette première version des standards publicitaires mobile sera cependant complétée par des recommandations sur un autre format, l’e-mail, sur lequel la commission Espaces Publicitaires n’a pas fini de plancher.

Publicité mobile : la MMA fait ses recommandations

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Mobile Marketing – Press Release : Top Brands choose Blyk for Mobile Advertising

mars 27, 2007

CANNES, France, March 26, 2007 – Major brands, including Buena Vista, Coca-Cola, I-play Mobile Gaming, L’Oreal Paris, StepStone and Yell.com mobile have confirmed that they will be among the first advertisers to use the Blyk network when it launches in the UK this summer.

Blyk is the first pan-European ad-funded mobile network. The medium offers 16-24 year-olds free mobile phone calls and texts in return for receiving advertising to their mobile handsets.

Blyk will work closely with this diverse group of advertisers to pioneer usage of its creative ad formats and sophisticated profiling system. The member profiling enables brands to build a dialogue with a highly relevant group of young consumers who welcome the interaction and information. The impact of the campaigns can then be tracked in real time, allowing advertisers to view, assess and adjust their activity accordingly.

Lee Jury, Executive Director of Buena Vista International, said; “We are
delighted to be working with Blyk, to ensure we can communicate relevant releases to selected demographics through this highly targeted, unique, measurable and personal channel.”

I-play Mobile Gaming CEO, David Gosen, said; “Blyk provides visibility on who and when people are playing mobile games, information which the industry has been sorely in need of. CRM is a basic business principle to driving revenues and building loyalty and we haven’t been able to put this in place until we have access to real data on what our customers are doing. Now, thanks to Blyk’s offering, we can start to have some transparency on this issue.”

”We are extremely pleased to be working with some of the most forward-thinking brands who value the direct access and accountability that Blyk provides. The diversity of brands reflects the broad range of advertising opportunities through the Blyk network.” said Jonathan MacDonald, UK Sales Director.

About Blyk
Blyk is a pan-European free mobile operator for young people, funded by advertising. For advertisers, Blyk is an innovative mobile media channel offering direct engagement with a young audience with real time feedback. Blyk was co-founded in 2006 by Pekka Ala-Pietilä and Antti Öhrling and has offices in Helsinki, Finland and London, UK. Blyk is launching first in the UK market in mid-2007, with other markets to follow.

For more information, visit about.blyk.com.

» PressBlog – Blyk

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Mobile Marketing : La publicité mobile explose au Japon

mars 16, 2007

Avec plus de 100 millions de téléphones portables en circulation dont 82% avec accès à internet, le Japon est non seulement le paradis du mobile mais également un formidable laboratoire des nouveaux usages.

A l’occasion de la Mobile Marketing Conference 2007 organisée à Paris jeudi dernier par l’agence Jap’Presse et InnovAsia Research, Takeya Takafuji, président de la Mobile Marketing Solution Association japonais, a indiqué au JDnet quelques chiffres sur la publicité mobile dans son pays.

Selon ses estimations, le marché de la publicité sur mobile a atteint 650 millions d’euros en 2006, essentiellement tiré par l’engouement des mobinautes japonais pour les sites indépendants, absents des portails des opérateurs et par définition exclus de leur système de reversement.

La combinaison du haut débit (70% des connexions) et des forfaits illimités devrait encore accélérer la consommation média des mobinautes japonais. Selon la Mobile Marketing Solution Association japonais, le marché pourrait dépasser les 2 milliards d’euros dès 2011, de quoi aiguiser les appétits de grands noms du Web comme Yahoo ou Google, qui multiplient déjà les accords dans l’archipel.

La publicité mobile explose au Japon par Neteco.com

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Mobile Marketing : Pamela Anderson for Virgin Mobile

décembre 12, 2006


The new Virgin Mobile Advertising … for Pamela Anderson’s Fans 😉

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Mobile Marketing – Press Release : MAXIM’s ‘Monkey’ Mag Promoted By Bluetooth

novembre 15, 2006

London, UK- November 13, 2006, Qwikker (www.qwikker.com), the leading provider of user-driven, on-location mobile content distribution today revealed that Dennis Publishing, home of Maxim men’s magazine, are using the Qwikker Pub Network to deliver a mobile video clip that consumers can download for free via Bluetooth during the launch month of the world’s first web-based weekly men’s lifestyle magazine ‘Monkey’.

In 450 pub venues across the UK, enabled with the Qwikker system, brands can deliver content-based marketing campaigns directly to consumers’ mobile phones at no cost to the end user. In the case of Monkey magazine, customers can opt-in to download the humorous 20 second ‘Keepy Uppy’ viral video clip that is a central element of Monkey‘s four week launch marketing campaign.

“This new media channel enables brands to connect to a targeted audience and to directly measure the impact of their marketing campaigns. Furthermore the message is no longer fleeting- the content resides on the end-users’ phone for later viewing and sharing with friends, until deleted at will.” said James Martin, European Director, Qwikker.

Qwikker goes beyond traditional, impression-based, out-of-home advertising methods by giving brands the capability to measure the response rates and acceptance of content-driven marketing in exact detail.

In addition to the delivery of single media files and content items, Qwikker allows brands to deliver mobile channels, which are collections of user-selectable content, interactive information, and clickable links for users to respond directly to brands at any later time via their phone.

Content can consist of video clips (such as in the case of Monkey), games, Java apps, MP3s (used at the Virgin Mobile V-Festival and the recent Robbie Williams tour), ringtones, images, mobile coupons, and links to outside internet sites.

Qwikker Press Release

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Mobile Marketing – Press release : Proximity-based targeted mobile content gets fingers clicking at Virgin Mobile V-Festival

novembre 14, 2006

London, UK November, 6th 2006, Qwikker (www.qwikker.com), the leading provider of user-driven, on-location mobile content distribution, revealed today the results of its service installed at this years’ Virgin Mobile V-Festival. The results confirm that Bluetooth and the proximity-based model of distributing mobile content is a big hit with mobile consumers.

Qwikker’s service enables consumers to ‘connect and select’ mobile content at the point of interest through a non-intrusive, branded channel based system. Qwikker’s service takes advantage of Bluetooth to deliver rich content without network data charges.

The Virgin Mobile V-Festival is one of the most popular events of the music festival season with top-line acts performing across two festival sites in the UK. Innovation and consumer value are synonymous with the Virgin brand, and with this in mind Virgin Mobile turned to Qwikker to help festival goers connect with exclusive mobile content – through a dedicated Bluetooth downloadable Virgin Bites mobile channel.

Consumers who downloaded Qwikker’s Virgin Bites mobile channel were given a menu of content enabling them to browse, and then download music-related content of interest to them. Critically the Virgin content channel remains on the consumers’ handset, which is updateable over-the-air (OTA) – further extending the brand relationship.

Based at the Chelmsford Virgin Mobile V-Festival venue, Qwikker integrated its Bluetooth mobile content system to provide coverage across the entire festival site. Visual displays encouraged concertgoers to turn on their Bluetooth connection, who were then asked, on their phone screen, if they wanted to download the Virgin Bites mobile channel. The content, which was free of charge, included ring tones and videos from Morrisey, Kasabian and The Young Knives, as well as an exclusive video film trailer of Little Miss Sunshine.

Steve Rogan, Head of Sponsorship at Virgin Mobile, said “At Virgin Mobile we are always looking at ways to enhance our customers’ experience. By enabling the exclusive download of a choice of mobile content at the Virgin Mobile V-Festival, we ensured that customers could get really close to the bands interactively. The music and the fans are the most important thing after all. Qwikker’s service was well received and added real value to the overall festival experience”.

James Martin, European director of Qwikker, commented on the V-Festival’s success: “As the figures demonstrate, consumers are very receptive to mobile content delivered via Bluetooth when it’s relevant and they are given choice. Virgin and other leading brands recognise the opportunity to connect and interact with consumers in a targeted, contextual environment.”

Who downloaded what mobile content at the Virgin Mobile V-Festival:
In total, 12,410 festival goers downloaded Qwikker’s Virgin Bites mobile content channel enabling them to browse and download additional exclusive content items, setting a new bar for user-driven mobile content consumption..

– 34 % – The Kasabian ‘Empire’ video was the most downloaded mobile content
– 18 % – Morrisey’s ‘in the future when alls well’ video was the second most popular download
– 13 % – downloaded the Young Knives video and ringtone
– 12 % – downloaded the Morrisey ‘in the future when alls well’ ringtone
– 7 % – downloaded a RedBull video and – 5 % the Little Miss Sunshine video

About Qwikker
Specialists in proximity marketing services and content distribution, Qwikker provides a direct-to-mobile network of interactive service points across Europe and the US. Combining Qwikker’s Bluetooth technology with traditional physical advertising, brands can extend their relationship with consumers by offering a selection of desirable content (either free or premium), which can be downloaded onto mobile phones. Content can be anything from video clips, games, MP3s and ringtones, to artwork, mobile coupons, and links to WAP sites or phone numbers.

Qwikker Channels is a customized java application, which enables consumers to browse menus of content without having to use a data connection, and then download content and information via Bluetooth, WAP and SMS connectivity. The Qwikker, application and the content channels within it can be distributed from location-to-phone and then forwarded by consumers, phone-to-phone, giving brands the opportunity to leverage the power of peer-to-peer content sharing.

Qwikker maintains the largest direct-to-mobile location content network in the world, with over 650 Bluetooth enabled service points across the UK in pubs, clubs, concerts, festivals, cinemas, public spaces and the London Underground. Fast and easy to install, Qwikker’s portable service points can also be deployed for one-time or seasonal events. Brands which have leveraged the Qwikker network include Yahoo!, Channel 4, EA Games, Universal Music, 20th Century Fox, Robbie Williams/ ie: music, Nokia and Universal Pictures.

Backed by Sequoia Capital and Enterprise Partners Venture Capital, Qwikker has offices in San Francisco and London. www.qwikker.com

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Myspace Bulletin : 222 Ads Profiles on « Ads My Friends »

octobre 16, 2006

« Ads My Friends » contains all Ads Profiles on Myspace / contient tous les profils publicitaires de myspace.com
There are now 224 friends in the « Ads My Friends » profile (222 Ads + Tom + Ads My friends Friends)

You can find many brands such as / De nombreuses marques sont présentes telles que : AMEX, Helio, MotoQ, Virgin Mobile, Cingular, Energizer, Adidas, Nike, VW, Dodge, Honda, Maybeline, H&M, Colgate, Crest, Aquafina, and Advertainment like movies trailers games and contests.

If you want to be a friends of « Ads My Friends », just make a request to « Ads My Friends Friends » just in the friends list.
Pour être lié à « Ads My Friends » il faut faire une request au profil « Ads My Friends Friends ».

You can check previous posts in … MOBILE ALLEY … about Myspace Ads Profiles and Bulletins :

Myspace Bulletin : Unilever-owned Lynx first UK advertiser to launch a ‘branded community’ on MySpace

Myspace Bulletin : The Omen 666 Mobile Marketing

Crest IQ Quiz

Myspace bulletin for Adidas Mobile Portal

Adidas dream Team on Myspace

Myspace goes Mobile with Helio and Cingular

Virgin Mobile adopte un profil unique pour ses 2 campagnes sur Myspace

Motorola Profil MotoQ sur Myspace

Make Friend with your fast

Ads My Friends collects Ads Profiles on Myspace

www.myspace.com/adsmyfriends

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Mobile Marketing : Research Shows that Targeting and Relevance are Key to Making Mobile Advertising Work

octobre 10, 2006

Boston/London/Mumbai– Enpocket, the Intelligent Mobile MarketingTM company, today unveiled the findings from the first global report into consumer acceptance of mobile advertising, conducted by Harris Interactive Inc. Mobile advertising enables brands to serve clickable display ads to mobile Internet sites and alongside mobile editorial and content.

The Consumer Mobile Advertising report, conducted with more than 1,200 mobile Internet users across the US, Europe and India, reveals that consumers are far more accepting of mobile advertising when it is made relevant. The research shows that targeted mobile advertising is 50 percent more acceptable to mobile Internet users than untargeted ads. 78 percent said they would be happy to receive mobile advertising that is tailored to their interests. Of those, 64 percent would be willing to provide personal details to be analyzed to improve relevance of targeted ads. In addition, 58 percent of respondents would prefer banner ads displayed on mobile Internet pages to mobile marketing text messages that they have not opted into.

“Consumers are ready for mobile advertising but with an important caveat: ads must be targeted. Operators have the demographic, transactional and behavioral data necessary to deliver marketing and advertising that meets the consumer need for relevant advertising on this most personal of devices. Forward thinking operators, publishers and brand advertisers are realizing that this is a key requirement to long-term success in the medium,” said Mike Baker, CEO, Enpocket.

The report also shows that mobile operators can reduce churn and increase average revenue per user (ARPU) if they leverage consumer data to personalize content merchandising and promotion. 57 percent of respondents said that they would be more willing to continue their service if their carrier personalized services and products to their needs. 42 percent said they would be more likely to buy more mobile content if they received personalized recommendations.

Enpocket research helps operators, brands and media companies to develop consumer-centric mobile marketing and mobile advertising programs.

Harris Methodology

This study on Consumer Advertising was conducted by Harris Interactive between 31st July and 23rd August 2006 among 1,240 adults in the UK, US and India who were aged 16 and over and who had used the Internet on their mobile phone at some stage in the past (whether that be daily, weekly, monthly or rarely).

About Enpocket

Enpocket, the Intelligent Mobile Marketing™ company, enables organizations to foster and maintain valuable relationships with mobile consumers. Enpocket technology powers the mobile marketing efforts of operators and media companies around the world, and Enpocket services help leading brands effectively market in the mobile channel. Customers include:

Mobile Carriers: Cingular, Sprint, Alltel, Vodafone, BT, Orange, Airtel, Virgin

Media Companies: News Corp, CNBC, A&E, Clear Channel, Chrysalis, Internet Broadcast Systems, Sony Pictures, TNT, Trinity Mirror

Brands: McDonalds, Dunkin Donuts, Pepsi, Subway, Motorola, Samsung, Panasonic, BenQ-Siemens, Sprite and GM.

Enpocket has offices in Boston, London, Singapore, and Mumbai. To learn more see www.enpocket.com.


Research Shows that Targeting and Relevance are Key to Making Mobile Advertising Work

Enpocket

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Myspace Bulletin : Unilever-owned Lynx first UK advertiser to launch a ‘branded community’ on MySpace

octobre 9, 2006

Unilever-owned Lynx has become the first UK advertiser to launch a ‘branded community’ on MySpace, promoting its male grooming products to the site’s 4m UK users.
towelboy on myspace
Lynx is pushing its Boost shower gel range through the News Corp-owned social network, leading users to lynxboost.com, a promotional site reliant on user-generated content.

On MySpace users are encouraged to interact with Towel Boy, the TV star of Lynx’s latest ad campaign, who introduces himself as a ‘semi-naked superstar’. ‘This MySpace page is a master-class in the way of the Towel,’ his profile reads.

Users are then encouraged to visit the Lynx Boost website where they can submit videos of themselves partying in towels, for the chance to win a ‘Manwash’ from Lynx’s Boost Babes.

Sports company Adidas was one of the first to create branded communities on MySpace in the US but Unilever’s deal is the first MySpace has struck outside the US.

Jay Stevens, VP of sales operations at MySpace, admitted that Lynx has created a « fairly basic community », but said that there are several profiles under development that will offer brands and users more opportunities to interact through polls, contests, forums and user-generated content.

« Branded communities offer advertisers a place on MySpace which is distinctly theirs, » he said. « It also gives MySpace users the chance to interact with brands to an extent that’s just not possible in a normal web environment. »

Stevens said MySpace plans to extend localised branded communities to other countries although he said the current priority for the company is to provide each country with content in their native language.

He maintained, however, that MySpace won’t host branded communities from companies who don’t fit with the MySpace image.

« Privacy and user-experience are the most important things for MySpace, » he said.

« We’re not forcing users to affiliate with brands, it’s more of a permission branding model, » he added.

Agency Republic and Mindshare Interaction were behind Lynx’s MySpace campaign.

myspace.com/towelboy

lynxboost.com

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Mobile Marketing : Google Takes AdWords Mobile In U.S., U.K.

septembre 12, 2006

Google Inc. has quietly begun testing AdWords for mobile devices allowing customers to place clickable links in listings retrieved through the search engine’s mobile service in the United States and the United Kingdom.

AdWords customers can create their own mobile advertisements and marketing campaigns. They also can set daily budgets, establish scheduled marketing messages, and only pay when consumers call the business or click the ad.

The text ads appear when a user searches on a mobile device using Google’s search engine. They can contain up to two lines of text, between 12 and 18 characters per line.

Businesses purchase the ads through the AdWords interface, and must have either a mobile Web site for pay-per-click ads, or a toll-free phone number for pay-per-call ads.

Mobile advertising could draw in local consumers looking for certain types of businesses. « It works if you’re strolling through the Web on your phone looking for a local pizza place, » said Emily Riley, advertising analyst at JupiterResearch. « Within the U.S. market, there’s not a lot of room yet for effective online ads that take you outside the local market. Most people have small screens on their phone and get annoyed dealing with anything other than geo-targeted ads. »

Mobile marketing firm Third Screen Media has seen explosive growth in the past eight months. Today, the company has more than 100 million available « ad impressions, for purchase where companies can buy space, generally one ad per page, up from 35 million in December 2005, according to COO Jeff Janer.

Google’s move of AdWords to the mobile phone adds credibility to the space, Janer said. « There are about 200 million mobile subscribers in the U.S., » he said. « The figures we see that about 10 to 20 percent are using their data plan to browse the mobile Internet on any given month. »

It’s those people the advertising and the marketing agencies look to reach. They’re doing it with banner ads, Janer said. Third Screen Media, which supports well-known brands like USA Today, CBS SportsLine, and TV Guide, as well as Lenovo, Burger King and American Express in the past, plans to make some announcements next week at the Cellular Telecommunications Industry Association (CTIA) in Los Angeles.

Mobile advertising might have gained acceptance with Google’s waltz into the space, but challenges remain. Janer said companies are still vetting « a fundamental business model. » Since carriers like Cingular, Verizon, Sprint and T-Mobile make it easier for subscribers to reach content they will expect a cut in the ad revenue.

Google Takes AdWords Mobile In U.S., U.K. – Yahoo! News

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Mobile Marketing : Clear Channel’s streaming music with advertising to cell phones

septembre 9, 2006

SAN ANTONIO–(BUSINESS WIRE)–Sept. 6, 2006–Clear Channel (NYSE:CCU – News)
On-Demand Radio Programming Available First from Z100, America’s Most Listened to Radio Station; Coming Soon to Nearly 100 More Stations
Radio Features Supplemented with Daily Fashion Tips from DKNY Jeans.

Clear Channel Radio today announced the launch of a national roll out of mobile radio programming that further extends its local radio station brands, and expands the platforms to which it is distributing content. The initiative kicks off with New York’s number one hit music station, WHTZ-FM Z100 streaming live radio and new features directly to cell phones across the country serviced by Cingular Wireless. Clear Channel Radio expects to launch similar programs on up to 100 more of its radio stations in the next 12 months.

Subscribers of Z100 Mobile, the premiere service of Clear Channel Radio’s mobile offering, can interact directly from their phones to listen to streamed and on-demand content including podcasts of celebrity interviews and popular segments. They can also find the title and artist of the last 10 songs played on-air, make a song request directly to Z100 and receive a text message alert 15 minutes before the song is played, get free station wallpapers for their phone, rate listener-submitted photos and obtain real-time reports on local traffic.

DKNY Jeans is the first sponsor of Z100 Mobile, providing daily fashion tips integrated within the mobile content package. Similar exclusive sponsorship opportunities will be available across local markets for terms as short as one month.

« With Z100 reaching 2.5 million listeners each week, and 50 million consumers subscribing to Cingular Wireless, we are creating one of the largest audiences for any radio or mobile phone application in the U.S., thereby monumentally expanding Clear Channel Radio’s mobile content portfolio, » said Jeff Littlejohn, Executive Vice President of Distribution Development for Clear Channel Radio. « By connecting listeners to their favorite radio stations via cell phone, and adding interactive features, Clear Channel Radio has found an additional platform to deliver on-demand entertainment to, and drive listening among its active, on-the-go audiences across the country. »

The content of Clear Channel Radio’s mobile program to be offered on up to 100 additional stations over the next year will be similar to the features described above for the premiere service, Z100 Mobile. More information on Z100 Mobile can be found at http://mobile.z100.com. A minimal monthly subscription is required for Clear Channel Radio’s mobile content to cell phones.

About Clear Channel Radio

Clear Channel Radio is a leading radio company focused on serving local communities across the U.S. with more than 110 million listeners choosing Clear Channel Radio programming each week. The company’s content can be heard on AM/FM stations, HD digital radio channels, on the Internet, via iPods, through Motorola’s iRadio cell-phone service, and via mobile-navigation devices from Cobra, Garmin, Kenwood and others. The company’s operations include radio broadcasting, syndication and independent media representation. Clear Channel Radio is a division of Clear Channel Communications, Inc. (NYSE:CCU – News), a leading global media and entertainment company. More information on the company can be found at www.clearchannel.com.

http://www.z100.com/pages/mobile/

Clear Channel Radio Launches National Mobile Content Program: Yahoo! Finance

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Marketing mobile, nouvel eldorado des publicitaires

août 30, 2006

COCA-COLA a franchi le pas. Sa nouvelle campagne, « Prends la vie côté Coca-Cola », le géant américain des sodas l’a déclinée en télévision, en affichage, sur Internet et… sur le mobile. En un click, les courbes de la célèbre bouteille apparaissent sur l’écran du téléphone et le mobinaute accède à des sonneries, des fonds d’écran et des « plans Coke ». Dans le cadre d’une nouvelle opération de promotion, il peut même entrer sur son portable les points collectés sur les produits de la marque et gagner des objets collectors.

Derrière cette première de Coca-Cola en France, on trouve ScreenTonic. Numéro un européen de la publicité sur mobile, cette start-up est la première régie exclusivement dédiée au mobile. Elle vend des espaces publicitaires sur les portails des opérateurs mobiles et gère la campagne. En avril, cette PME de 35 salariés au chiffre d’affaires d’environ 6 millions d’euros a levé 5,5 millions auprès de 3i et d’I-Source Gestion. Objectifs : renforcer son réseau en Europe et développer sa technologie. Car du simple SMS envoyé aux seuls abonnés consentants, la « m-pub » est passée aux MMS vidéos et, maintenant, aux liens textes ou bannières sur les portails Internet mobile avec renvoi sur un site mobile. « Notre première campagne vidéo date du début 2005, pour le lancement du film de la Fox Trouble Jeu », se souvient Marc-Henri Magdelénat, directeur associé de ScreenTonic. Le début d’une révolution…

Preuve de l’intérêt croissant de ce nouvel horizon publicitaire, la Société générale, Total, MacDonald’s, Adidas, Air France, France Télécom, Apple, L’Oréal ou encore Peugeot ont intégré le mobile dans leur communication. Orange annonce déjà 4,5 millions de visiteurs uniques par mois sur le portail Orange World Classique et SFR 4 millions sur Vodafone Live.

Une nouvelle opportunité de revenus

En juillet, TNS Media Intelligence a lancé la première veille publicitaire sur les mobiles. Sur les quatre premiers mois de l’année, elle a comptabilisé 2,4 millions d’euros brut dépensés par les annonceurs, dont 402 000 euros par le premier d’entre eux, France Télécom. Rapporté aux 6,5 milliards enregistrés sur la même période pour l’ensemble du marché, c’est une goutte d’eau. Mais elle promet de devenir océan.

Maurice Lévy résume le phénomène d’une formule choc : « La publicité sur le mobile, c’est le 1789 de la publicité. » Le président du directoire de Publicis Groupe assure qu’il s’agit du média « le plus extraordinaire » jamais inventé.

A vrai dire, le mobile est un rêve d’annonceur. Il est à la fois intime (60 % des abonnés jugent qu’il est plus grave de perdre son téléphone que ses clés ou son portefeuille), de masse – on compte 49,7 millions de détenteurs de portables dans l’Hexagone – et omniprésent car à portée de main du consommateur en moyenne 16 heures par jour !

« A condition de ne pas être intrusif, le mobile permet de matérialiser une pensée, un désir sur-le-champ », s’enthousiasme Marc-Henri Magdelénat. Il permet un ciblage très fin du message et une maîtrise du timing. Mieux vaut promouvoir un film l’après-midi de sa sortie ou lorsque le mobinaute adolescent s’approche d’une salle de cinéma. JCDecaux envisage de doter ses Abribus de puces émettrices de messages publicitaires à l’adresse des passants équipés de bluetooth. De son côté, l’institut OMD prédit un bel avenir aux codes interactifs ou « mobile tags » : « Il s’agit de photographier avec le téléphone un code inscrit sur un panneau d’affichage, une page de magazine ou un écran de télé, et le mobile emmène directement le client au service Internet mobile concerné. »

Un milliard de dollars en 2009

Les groupes de télécoms suivent avec intérêt le phénomène. Confrontés à la concurrence d’Internet, ils y voient une nouvelle opportunité de revenus. Et, pourquoi pas, un nouveau modèle. Aux Etats-Unis, Virgin Mobile offre depuis juin des minutes de communication gratuites aux abonnés qui acceptent de visualiser un spot de 30 secondes, puis de répondre par SMS à un questionnaire. Microsoft et PepsiCo se sont laissé tenter par l’opération « SugarMama ».

Portée par l’essor des écrans couleurs, de la vidéo et bientôt de la télévision mobile, la déferlante de la m-pub est pour demain. « Très prochainement, le plus important et le seul média que les gens auront avec eux sera leur terminal mobile », pronostique Andrew Robertson, le président de BBDO Worldwide.

En Europe et aux États-Unis, le marché devrait dépasser un milliard de dollars dès 2009, quatre fois plus qu’aujourd’hui, estime l’institut Visiongain. « Le mobile est aujourd’hui vis-à-vis de la publicité dans la même situation qu’Internet en 2001 », assure un connaisseur. Et déjà, certains experts envisagent des taux de croissance annuels identiques. Autant dire de plus de 200 %.

Le mobile, nouvel eldorado des publicitaires

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Myspace Bulletin : 201 Ads Profiles on « Ads My Friends »

juillet 21, 2006

« Ads My Friends » contains all Ads Profiles on Myspace / contient tous les profils publicitaires de myspace.com
There are now 203 friends in the « Ads My Friends » profile (201 Ads + Tom + Ads My friends Friends)

You can find many brands such as / De nombreuses marques sont présentes telles que : AMEX, Helio, MotoQ, Virgin Mobile, Cingular, Energizer, Adidas, Nike, VW, Dodge, Honda, Maybeline, H&M, Colgate, Crest, Aquafina, and Advertainment like movies trailers games and contests.

If you want to be a friends of « Ads My Friends », just make a request to « Ads My Friends Friends » just in the friends list.
Pour être lié à « Ads My Friends » il faut faire une request au profil « Ads My Friends Friends ».

You can check previous posts in … MOBILE ALLEY … about Myspace Ads Profiles and Bulletins :

Myspace Bulletin : The Omen 666 Mobile Marketing

Crest IQ Quiz

Myspace bulletin for Adidas Mobile Portal

Adidas dream Team on Myspace

Myspace goes Mobile with Helio and Cingular

Virgin Mobile adopte un profil unique pour ses 2 campagnes sur Myspace

Motorola Profil MotoQ sur Myspace

Make Friend with your fast

Ads My Friends collects Ads Profiles on Myspace

www.myspace.com/adsmyfriends

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Secret’s in Times Square : Reuters Sign Mobile Marketing

juillet 20, 2006

THE APOSTROPHE in the title of this post is intentional – because Secret Deodorant PR types was in Times Square, New York this week, asking passers-by to send text messages containing their own secrets for display on the famous Reuters screen.

Computer kiosks in the area for people to use to transmit their deepest, darkest secrets. This isn’t the first time that Secret has used interactive marketing however. Here are some secrets that were let out of the bag the last time that they held a Secret soire in downtown Manhattan:

I backed up over our mailbox and told my wife it was our son’s fault.
I got a face lift and still deny it to all of my friends.
I eloped and got married last week but I have told no one.
I was married once before and my family doesn’t know.
I won the lottery and never told my family.
I never graduated from college but my parents think I did…
Check the Secret’s page



Check the Reuters Sign Page

The Messaging Times » Secret’s in Times Square

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Google, diffuseur mondial de spots publicitaires en ligne

juillet 20, 2006

Le format de publicité vidéo « click-to-play » est désormais disponible sur tout le réseau Google, y compris pour les annonceurs français.

Google étend son offre de format de publicité vidéo « click-to-play » à son réseau mondial, y compris pour les annonceurs français. Jusqu’ici, cette offre n’était réservée qu’aux annonceurs de l’Amérique du Nord.

Le moteur de recherche souhaite dépasser le simple cadre des annonces textuelles pour proposer des formats plus novateurs et attractifs. Les publicités vidéo click-to-play peuvent être ciblées sur des sites spécifiques ou de façon contextuelle. Elles peuvent bénéficier de l’option de ciblage géographique, permettant de cibler une ville en particulier.

Comment Google facture-t-il ce nouveau format publicitaire à travers ses deux programmes de publicité (AdWords et AdSense). Le prix d’une publicité click-to-play est calculé soit sur la base des pages affichées (CPM ou coût pour mille), soit sur les clics générés (cost per clic ou CPC).

Concernant les enchères publicitaires, les publicités vidéo ne changent rien au modèle tradtionnel de Google : elles sont en concurrence avec les autres formes de publicité (texte, image ou flash) pour la visibilité sur les sites.

Absence de frais connexes pour héberger une pub vidéo

La régie publicitaire de Google a cherché à simplifié les démarches des annonceurs qui souhaitent s’exposer en vidéo. Il suffit au client de télécharger le fichier vidéo (d’une durée de deux minutes maximum) vers un serveur vidéo dédié. Aucun frais d’hébergement ou de distribution nest exigé.

Côté utilisateur, ils peuvent visionner les publicités en cliquant sur la fonctionnalité « play » sur la barre de contrôle au bas de la fenêtre pour lancer la vidéo. Des données d’analyse sont transmis aux annonceurs concernant l’efficacité de leurs annonces : taux de visionnage des vidéos, taux de clics pour accéder à leurs sites cibles et durée d’attention des utilisateurs.

VNUnet.fr – Google, diffuseur mondial de spots publicitaires en ligne

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