Speakers:
(sponsored by Admob)
Danielle Rollo
Message as marketing versus advertising
- Marketing- mCRM
- SMS-- 160 characters, links etc.
- Ubiquity of SMS
- Bringing interactivity to offline media
- Advertising
- high attention level
- contextual targeting
- fully engaged users
- Mobile Search- Medio search engine for mobile
- major growth opportunity
- gateway to content
search as utility-- location based search
- relevance=response
- CPC model
- Highest payout for search is for DUI's (hmmmm)
Mark Donovan
- Secular trend called digital convergence, our lives are turning into ones and zeros
- 219 million mobile phone users in the us (over 13)
- 3 MM 3G phones in the US
- Suggests that we are not behind, suggests we are different
- Mobile web 20% YoY
- 101 MM people sent text messages last year
- 13% of people that received a text ad responded
- Mobile as conversation starter
- Of 101 people that sent a text 9 MM sent a short code promoted by advertising
- 29% of mobile ads are about selling mobile content
- Mickey Alam Khan
Rebecca Barnett
- 34 MM actively using the mobile web
- 20% increase over 2006
- Disconnect between media buyers and creative
- CPM's from 7-40 dollars
- CPC's range from 15 to 50 cents
- creative must be heavily considered for this medium
- challenge for analytics because you cannot cookie users
- Downloadable Content
- ringtones, games, wallpaper, applications
- You can deliver a richer media experience
- high frequency of use
- challenge-- fragmentation, limit of users
- CPM's 20-50 dollars
Tony Nethercutt
- Addressable media
- The media turns into something you have with you
- Extending the campaign to mobile-- stay consistent with your brand
- Challenges-- reach, fragmentation, costs
- Snack sized content
- Carriers similar to ISP's in the early days
Tags: mobile, mma, admob, mobile web