Mar 27, 2008
23% of US Cell Phone Users View Ads On Their Phones
According to a report by the Nielsen Company, 58 million Americans have reported viewing advertisements on their mobile phone in the past 30 days. About half of them (28 million people) explained that they responded to the ad in some way.
The study focused on consumers' attitudes and responses to a variety of advertisements in the form of non-voice mobile data services. These included: banner ads on mobile web pages, SMS text message ads, video ads and more.
Some findings of the study:
-An increase of 38% in the number of people who recalled having seen an advertisement over their phone
-Of those, teens were the most likely age group to remember; and African-Americans and Asians were overall more likely to remember
-The most common type of response to an ad was to send an SMS message (26% of the 58 million did so)
-32% of those studied explained they would be open to receiving the ads if it meant a decrease in their overall monthly mobile bill
Consumers' reactions to mobile ads are important for marketers and advertising researchers to understand so that they can identify which types of mobile ads consumers' are willing to engage in and which ones they are not. What is apparent from the study is that there is an increase in of ability and willingness of consumers' to recall and interact with the mobile ads.
SOURCE: Nielsen Mobile Advertising Report, The Nielsen Company
The study focused on consumers' attitudes and responses to a variety of advertisements in the form of non-voice mobile data services. These included: banner ads on mobile web pages, SMS text message ads, video ads and more.
Some findings of the study:
-An increase of 38% in the number of people who recalled having seen an advertisement over their phone
-Of those, teens were the most likely age group to remember; and African-Americans and Asians were overall more likely to remember
-The most common type of response to an ad was to send an SMS message (26% of the 58 million did so)
-32% of those studied explained they would be open to receiving the ads if it meant a decrease in their overall monthly mobile bill
Consumers' reactions to mobile ads are important for marketers and advertising researchers to understand so that they can identify which types of mobile ads consumers' are willing to engage in and which ones they are not. What is apparent from the study is that there is an increase in of ability and willingness of consumers' to recall and interact with the mobile ads.
SOURCE: Nielsen Mobile Advertising Report, The Nielsen Company
Mar 19, 2008
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Mar 12, 2008
Branded Entertainment on the Web
In today's world where viewers are equipped with the ability to fast-forward through commercials with DVR, companies are trying to find new ways to target a niche audience in the most cost-efficient way. In an effort to do so, "branded entertainment" which has typically included event sponsorships and paid product placements in movies and on television by large companies has developed a new marketing technique. Companies such as Reebok International have developed 30 minute TV show format "webisodes" starring famous athletes in a new effort to reach young consumers.
Reebok launched "Framed" in November 2007 which is actually a series shown on the Independent Film Channel. Each 30 minute show stars an athlete who choses a person to be their interviewer for the duration of the program. The chosen interviewer is then in charge of "directing" a short film featuring the athlete. For example, one episode starred Allen Iverson and rapper Nelly as his interviewer just chatting while riding on a private bus. The shows have a sort of reality show feel as they provide the viewer with a behind the scenes look into the life of the athlete. And of course, all of the stars of the show wearing Reebok.
While the total effectiveness of this type of advertising is still not known, branded entertainment is expected to demonstrate double-digit growth through 2012. Just this past year spending on this type of advertising has risen 15% to 22.3 billion, a whopping 8% of all advertising spending.
Reebok launched "Framed" in November 2007 which is actually a series shown on the Independent Film Channel. Each 30 minute show stars an athlete who choses a person to be their interviewer for the duration of the program. The chosen interviewer is then in charge of "directing" a short film featuring the athlete. For example, one episode starred Allen Iverson and rapper Nelly as his interviewer just chatting while riding on a private bus. The shows have a sort of reality show feel as they provide the viewer with a behind the scenes look into the life of the athlete. And of course, all of the stars of the show wearing Reebok.
While the total effectiveness of this type of advertising is still not known, branded entertainment is expected to demonstrate double-digit growth through 2012. Just this past year spending on this type of advertising has risen 15% to 22.3 billion, a whopping 8% of all advertising spending.
Mar 5, 2008
New Privacy Guidelines Enacted for Interactive Advertising
At the Interactive Advertising Bureau's (IAB) annual meeting this past February 24-26, the organization developed a new set of rules to ensure a user's control over their personal information while using the cost-free online content provided by interactive advertisers. The rules also strive to guarantee that the delivery of relevant marketing communications to consumers continues to improve.
The new guidelines are said to be a bit more flexible than those that had been previously suggested by the Federal Trade Commission late last year. They have been altered to strike a better balance between protecting the consumers' rights to privacy and protected personally identifiable information, while enabling the industry to continue to provide free online services and content.
There are five basic Privacy Principles the IAB members must follow:
1) Consumers must be informed of any information gathering and storing by all companies that do so for interactive advertising purposes.
2) Consumers shall be given choices regarding the collection and use of their personal information, including information on how to opt-out of the information collection process.
3) Business that collect information for interactive advertising must provide proper security for that data
4) Businesses should provide a means for consumers to express their opinions and concerns regarding these principles.
5)Business should continue to communicate the benefits of interactive advertising to consumers.
Click HERE for a full list of IAB members.
The new guidelines are said to be a bit more flexible than those that had been previously suggested by the Federal Trade Commission late last year. They have been altered to strike a better balance between protecting the consumers' rights to privacy and protected personally identifiable information, while enabling the industry to continue to provide free online services and content.
There are five basic Privacy Principles the IAB members must follow:
1) Consumers must be informed of any information gathering and storing by all companies that do so for interactive advertising purposes.
2) Consumers shall be given choices regarding the collection and use of their personal information, including information on how to opt-out of the information collection process.
3) Business that collect information for interactive advertising must provide proper security for that data
4) Businesses should provide a means for consumers to express their opinions and concerns regarding these principles.
5)Business should continue to communicate the benefits of interactive advertising to consumers.
Click HERE for a full list of IAB members.
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