White paper: Mobile advertising for the Masses

   White paper: Mobile advertising
   for the masses

At last, some research that tracks the intersection between mobile advertising and mobile social communities!

This white paper from Peggy Anne Salz, chief analyst at MSearchGroove, helps marketers understand how to effectively market to mobile social community members.

“Mobile Advertising for the Masses” highlights that in the personal world of mobile social networks, advertising that encourages two-way interaction between advertisers and consumers will be more successful than conventional “push” style banner ads.  The report suggests that virtual gifting is seen by many as the starting point for cultivating this two-way conversation.

It’s available for download at www.bango.com/whitepaper2 and you can see the results of the three ad campaigns featured in the white paper in detail on the accompanying Mobislim blog mobislim.wordpress.com, as measured by the Bango mobile analytics service.

Here’s what the author has to say:
“After testing mobile advertising on three mobile social networks - Buzzcity, Itsmy and Peperonity - the research clearly shows that demographic data they provide is essential as advertisers seek to develop dialogues with communities and deliver marketing messages sure to resonate with their members.”

“Clever mobile social networks even encourage their members to choose the ads they want, such as only ads about sports or fashion, making it possible for people to receive ads they find genuinely useful and interesting, as opposed to spam. No matter what the approach, it’s clear: A personal medium like mobile and an intensely personal space like a social network demand a much more personal touch from advertisers.”

Come and hear Peggy Anne Salz talk about this research at the AIME Seminar on April 2 in London. The topic of the evening seminar is “Mobile Advertising and the rise of Social Networking”. The folks from Bango will be there too so hope to see you then if you are in town.
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2 Comments

By White paper: Mobile Advertising for the Masses | Socially Mobile on March 26, 2009

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By Openwave study shows low Admob CTRs - points to lack of targetting | Analytics on Mobile on April 7, 2009

[...] campaign - something that any seasoned marketer knows only too well.  We highlight this in a white paper on mobile advertising  within various social networking communities.  Many of the mobile social networks are building an [...]

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