Using Mobile To Monetize Your Brand
Maybe the reason this session was so lightly attended (about 60% of the seats were filled) was that many people felt it would offer little new information relative to yesterday’s standing-room-only Mobile Marketing 101 session. They were right.
Two key points noted yesterday were stressed again today: (1) Mobile should be viewed as just one piece of an overall integrated mobile marketing campaign, not as a stand-along channel. (2) The customers you’re trying to reach are the carriers’ customers, so you’re working in a three-player ecosystem, not the usual two-player model.
What’s on the horizon for mobile? Stephen Smyth, GM, Media, Americas, Reuters.com said that search on the handset is looking interesting, as are RSS applications. Jeff Janer, COO of Third Screen Media cited the rise of video applications, envisioning YouTube on the phone, while Nihal Mehta, co-founder and CEO of Ipsh! anticipated an advertiser trend away from SMS to WAP to WAP sites to Java apps on the handset itself.
Finally, a few financial tidbits to take away: CPMs for mobile campaigns have been pretty consistent in the last 18 months, ranging from $20-$50 . . . The average campaign, according to Mehta, is in the $50,000 to $200,000 range . . . In Japan, mobile marketing in 2006 amounts to about $3.80 per advertiser. In the U.S., it’s less than a buck.
