This is an interesting one- a company called Go800 has developed an SMS marketing system that uses the traditional keyword-to-shortcode concept, but returns voice calls instead of SMS-based content and calls-to-action.
Known as “keyword navigation” for mobile devices, Go800′s patent-pending technology enables consumers to directly connect to brands via the Go800 short code (46800) without the need to research phone numbers. For example, if you want United Airlines, text “United Air” to 46800, connect with an operator and check the status of your flight. Text “Pizza” and you may get you Ray’s pizza down the block, depending on your area code.
In terms of marketing, Go800 grants businesses a better channel by which to advertise by eliminating the need for toll-free numbers in advertisements. Merchants only need to provide their “keyword” and simple instructions to text the word to Go800.
It’s an interesting concept, and one that I’m surprised is just now seeing some traction. The company looks to have signed some pretty big brand names, and is even going after publicly traded companies interested in registering their stock symbols for direct market data via SMS. The concept is just now taking shape, but it’s one that we’ll definitely hear more about.
12 Kasım 2010 Cuma
The Future Of Mobile Augmented Reality
The concept of augmented reality (AR) is still very much in its infancy, but the opportunities it presents in the areas of mobile marketing, commerce and gaming is more than plentiful. How far have we come in bringing AR to fruition and what does the future hold for the concept?
A new report from Juniper Research projects the technology combining the physical world with virtual imagery and information will generate only $2 million in revenue next year, but the projection is set to increase dramatically to nearly $714 million by 2014. By then, most of that revenue will be derived from things like paid application downloads, subscription-based services and advertising, according to Juniper.
Most analysts predict that mobile gaming will be the primary driver behind increased interest in mobile AR, with location-based search coming in at a close second. That location-based relevance will make AR-based ad-networks more attractive to brands and advertisers as well, as the networks can charge higher CPC and CPM rates because of it.
To get to the point of widespread mobile AR functionality, mobile devices have to become able to facilitate the advanced functions that bring AR to life. Growth will be driven by wider adoption of Android phones and the iPhone as well as the spread of technologies like digital compasses and accelerometers that help to power mobile AR. As smartphones become smarter, AR inches closer to becoming a reality.
Another so-called “digital strategist,” Jeremiah Owyang of Altimeter Partners, predicts mobile is where AR is mostly likely to go mainstream. ”Expect Google to develop a product that maps physical products with their online information, making them yet the middleman for Internet advertising — again,” he wrote in a recent post. ”Furthermore, it gets really interesting when a brand can ‘hijack’ another company’s brand by creating augmented reality experiences on the boxes of their competitors.”
For now, we can only speculate as to what AR will do for mobile marketing and the mobile industry as a whole, but it will undoubtedly be a game-changer.
A new report from Juniper Research projects the technology combining the physical world with virtual imagery and information will generate only $2 million in revenue next year, but the projection is set to increase dramatically to nearly $714 million by 2014. By then, most of that revenue will be derived from things like paid application downloads, subscription-based services and advertising, according to Juniper.
Most analysts predict that mobile gaming will be the primary driver behind increased interest in mobile AR, with location-based search coming in at a close second. That location-based relevance will make AR-based ad-networks more attractive to brands and advertisers as well, as the networks can charge higher CPC and CPM rates because of it.
To get to the point of widespread mobile AR functionality, mobile devices have to become able to facilitate the advanced functions that bring AR to life. Growth will be driven by wider adoption of Android phones and the iPhone as well as the spread of technologies like digital compasses and accelerometers that help to power mobile AR. As smartphones become smarter, AR inches closer to becoming a reality.
Another so-called “digital strategist,” Jeremiah Owyang of Altimeter Partners, predicts mobile is where AR is mostly likely to go mainstream. ”Expect Google to develop a product that maps physical products with their online information, making them yet the middleman for Internet advertising — again,” he wrote in a recent post. ”Furthermore, it gets really interesting when a brand can ‘hijack’ another company’s brand by creating augmented reality experiences on the boxes of their competitors.”
For now, we can only speculate as to what AR will do for mobile marketing and the mobile industry as a whole, but it will undoubtedly be a game-changer.
Google Says Local Intent is Behind One-Third of Mobile Searches
Speaking at a Mobile Marketing & Advertising event in Las Vegas to coincide with CTIA Wireless 2010, Diana Pouliot – director of mobile advertising at Google – revealed that one-third of all Google searches via the mobile web pertain to some aspect of the searcher’s local environment.
Paul Feng, Google’s mobile-ads group product manager, echoed Pouliot’s sentiments and expounded on Google’s efforts to make the search giant’s advertising reach as local as possible.
Building on the changing ad formats foreshadowed by Google in recent months, Feng suggested further tweaking of those formats in the near future – changes that may even involve new forms of user interaction, including navigation.
According to Mr. Feng: “We think of location as a hugely important signal.”
The mobile industry seems to concur, as some analysts now project that location-based mobile spending will top $4 billion in 2015. That’s a mind-blowing increase from the relatively paltry $34 million spent just last year.
The mantra that rings true for successful real estate agents – “location, location, location” – seems poised to similarly ring true for mobile marketers in this new decade. And Google is admittedly hard at work optimizing advertising platforms for the increasing pertinence of “local-intent” in a substantial chunk of all mobile searches.
Google, however, won’t be alone in its efforts. Far from it. This week, Forbes chronicled Yahoo’s hastened foray into local advertising. According to the publication, Yahoo’s sales reps are “going after big companies with outlets that advertise in local newspapers and on regional radio stations and Web sites.”
The marketers referenced include Dunkin’ Donuts, Burger King, Pizza Hut, State Farm Insurance and Home Depot.
Paul Feng, Google’s mobile-ads group product manager, echoed Pouliot’s sentiments and expounded on Google’s efforts to make the search giant’s advertising reach as local as possible.
Building on the changing ad formats foreshadowed by Google in recent months, Feng suggested further tweaking of those formats in the near future – changes that may even involve new forms of user interaction, including navigation.
According to Mr. Feng: “We think of location as a hugely important signal.”
The mobile industry seems to concur, as some analysts now project that location-based mobile spending will top $4 billion in 2015. That’s a mind-blowing increase from the relatively paltry $34 million spent just last year.
The mantra that rings true for successful real estate agents – “location, location, location” – seems poised to similarly ring true for mobile marketers in this new decade. And Google is admittedly hard at work optimizing advertising platforms for the increasing pertinence of “local-intent” in a substantial chunk of all mobile searches.
Google, however, won’t be alone in its efforts. Far from it. This week, Forbes chronicled Yahoo’s hastened foray into local advertising. According to the publication, Yahoo’s sales reps are “going after big companies with outlets that advertise in local newspapers and on regional radio stations and Web sites.”
The marketers referenced include Dunkin’ Donuts, Burger King, Pizza Hut, State Farm Insurance and Home Depot.
NAVTEQ Location-Based Marketing Campaign Sees 20% CTR, 40% Post-Click Engagement
announced today that a first-of-its-kind location-based marketing campaign for O2 in the U.K.netted impressive results across the board.
The campaign leveraged NAVTEQ’s newly launched “LocationPoint” LBS marketing platform to promote the chance to win free concert tickets to a local concert or special event. NAVTEQ, in conjunction with high-quality Ovi Maps, delivered location-aware ads to Nokia smartphone users as they approached one of more than a dozen O2 concert venues throughout the U.K.
Campaign results show an impressive initial click-through rate of 20%, while a further impressive 40% of consumers visited the attached mobile Website to register to win or clicked on a map showing the venue location. In addition, 16% requested an Ovi Map orienting or directing them to the venue. The campaign is another early win for NAVTEQ which is making huge strides in leveraging its navigation-centric network to deliver highly targeted location-based ads.
“NAVTEQ lets advertisers intelligently tap into the rich potential of mobile for branding and advertising,” said David Barker, NAVTEQ Director Ad Sales Europe and Africa. “NAVTEQ’s LocationPoint advertising services is the solution that allows big destinations like O2 to drive consumers in their doors—and do it in ways that can be measured to show proof of return on investment.”
The campaign leveraged NAVTEQ’s newly launched “LocationPoint” LBS marketing platform to promote the chance to win free concert tickets to a local concert or special event. NAVTEQ, in conjunction with high-quality Ovi Maps, delivered location-aware ads to Nokia smartphone users as they approached one of more than a dozen O2 concert venues throughout the U.K.
Campaign results show an impressive initial click-through rate of 20%, while a further impressive 40% of consumers visited the attached mobile Website to register to win or clicked on a map showing the venue location. In addition, 16% requested an Ovi Map orienting or directing them to the venue. The campaign is another early win for NAVTEQ which is making huge strides in leveraging its navigation-centric network to deliver highly targeted location-based ads.
“NAVTEQ lets advertisers intelligently tap into the rich potential of mobile for branding and advertising,” said David Barker, NAVTEQ Director Ad Sales Europe and Africa. “NAVTEQ’s LocationPoint advertising services is the solution that allows big destinations like O2 to drive consumers in their doors—and do it in ways that can be measured to show proof of return on investment.”
Playboy Teams With Xtify For Location-Triggered Advertising In New “Scout” App
Posted on 11 November 2010
Mobile Marketing Playboy Teams With Xtify For Location Triggered Advertising In New Scout AppXtify, an ASP for mobile push and geo-targeted messaging, recently announced the launch of “Playboy Scout,” a new mobile application enhanced with location-triggered content delivery using the company’s patent-pending geo-location technology.
The new application presents Playboy’s audience with exclusive nightlife oriented offers and information about events, clubs, and bars which have been reviewed and recommended by Playboy’s editors, and delivers push notifications to users when they are in proximity of venues of interest. The mobile alerts feature content such as VIP access to Playboy events and venue reviews from Playboy’s editors.
What’s interesting about this offering is that Xtify offers the only location-based push notification technology that allows publishers to send notifications to their mobile audience even when the application is closed, greatly enhancing location-relevancy in the process. The app is only available for Android devices currently, with availability for other smartphones in the pipeline, the company says.
The new app is now live in New York City and Los Angeles with additional cities receiving the alert system throughout 2011. City content will also be updated every few weeks as new locations are reviewed by Playboy’s editors. Additionally, users will be alerted to special offers and perks in select cities across the country.
“Playboy is an authority in the nightlife space with entertainment content that is even more relevant when unleashed from the confines of a computer or magazine,” said Josh Rochlin, CEO of Xtify. ”With the Scout application, we are seeing the future of how geo-enabled offerings will allow brands to have a more meaningful relationship with their mobile customers. Xtify’s push notification technology and management tools make it easy for Playboy to deliver the most relevant, timely and highly engaging offers and content to its readers, ensuring a satisfying consumer experience with each notification.”
Mobile Marketing Playboy Teams With Xtify For Location Triggered Advertising In New Scout AppXtify, an ASP for mobile push and geo-targeted messaging, recently announced the launch of “Playboy Scout,” a new mobile application enhanced with location-triggered content delivery using the company’s patent-pending geo-location technology.
The new application presents Playboy’s audience with exclusive nightlife oriented offers and information about events, clubs, and bars which have been reviewed and recommended by Playboy’s editors, and delivers push notifications to users when they are in proximity of venues of interest. The mobile alerts feature content such as VIP access to Playboy events and venue reviews from Playboy’s editors.
What’s interesting about this offering is that Xtify offers the only location-based push notification technology that allows publishers to send notifications to their mobile audience even when the application is closed, greatly enhancing location-relevancy in the process. The app is only available for Android devices currently, with availability for other smartphones in the pipeline, the company says.
The new app is now live in New York City and Los Angeles with additional cities receiving the alert system throughout 2011. City content will also be updated every few weeks as new locations are reviewed by Playboy’s editors. Additionally, users will be alerted to special offers and perks in select cities across the country.
“Playboy is an authority in the nightlife space with entertainment content that is even more relevant when unleashed from the confines of a computer or magazine,” said Josh Rochlin, CEO of Xtify. ”With the Scout application, we are seeing the future of how geo-enabled offerings will allow brands to have a more meaningful relationship with their mobile customers. Xtify’s push notification technology and management tools make it easy for Playboy to deliver the most relevant, timely and highly engaging offers and content to its readers, ensuring a satisfying consumer experience with each notification.”
Survey: 75% Of Mobile YouTube Users Say Mobile Is Their Primary Means Of Access
Google today released the results of a new survey of mobile YouTube users that indicate an overwhelming preference for accessing mobile video content via mobile devices.
In response to a growing number of people accessing their videos through m.youtube.com, Google issued a survey on the mobile site which received over 16,000 responses. Of which, 75% say that their mobile is the number one device they use to watch YouTube videos. Furthermore, the survey shows 70% of respondents use the mobile YouTube site at least once per day.
Other findings indicate that 58% of users spend 20+ minutes per visit and that 38% are happy to say that their Online use of YouTube is being replaced by YouTube Mobile. Of course, the results of the survey are obviously self-serving to Google, as the results were posted on its “Google Mobile Ads Blog.” The post goes on to say “however, these results may not be as surprising when you learn that, according to Nielsen, YouTube Mobile is the #1 video viewing mobile website in the US, with more than 7.1MM monthly unique users.”
The search giant took the opportunity to promote its “daily roadblock” ads as well. ”Advertisers can now own 100% share-of-voice on YouTube Mobile by purchasing a daily roadblock and owning all available ad impressions for 24 hours. Ads run on the Search, Browse and Home pages of the mobile website.”
In response to a growing number of people accessing their videos through m.youtube.com, Google issued a survey on the mobile site which received over 16,000 responses. Of which, 75% say that their mobile is the number one device they use to watch YouTube videos. Furthermore, the survey shows 70% of respondents use the mobile YouTube site at least once per day.
Other findings indicate that 58% of users spend 20+ minutes per visit and that 38% are happy to say that their Online use of YouTube is being replaced by YouTube Mobile. Of course, the results of the survey are obviously self-serving to Google, as the results were posted on its “Google Mobile Ads Blog.” The post goes on to say “however, these results may not be as surprising when you learn that, according to Nielsen, YouTube Mobile is the #1 video viewing mobile website in the US, with more than 7.1MM monthly unique users.”
The search giant took the opportunity to promote its “daily roadblock” ads as well. ”Advertisers can now own 100% share-of-voice on YouTube Mobile by purchasing a daily roadblock and owning all available ad impressions for 24 hours. Ads run on the Search, Browse and Home pages of the mobile website.”
JagTag Debuts New 2D Barcode Technology That Requires No Special Software
2D barcodes have a lot of potential, especially in the realm of mobile marketing, but a major roadblock for widespread adoption in the U.S. remains device limitations- mainly the fact that users are required to download special software to their devices to utilize the technology, making it not worth it for most consumers.
A new company dubbed JagTag aims to change all that with its introduction of 2D “brandcodes,” or unique 2D barcodes that are readable via any cell phone with a camera, even minimalistic feature-phones, and thereby require no additional software for the end-user to obtain. The new technology marks the first and only viable 2D barcode solution available in the U.S.
It works by utilizing MMS- a user snaps a photo of the barcode, sends it off to a shortcode, JagTag’s platform retrieves the associated content and returns it back to the user via MMS. The platform takes into account several metrics before sending out associated content. When a user sends a barcode off to JagTag, its platform takes into account the user’s phone number and device information, and returns personalized content based on that user’s profile, device capability and the particular brand’s specifications.
JagTag is a self-proclaimed “non-invasive, ‘pull’ mobile media that transforms a marketer’s physical objects into interactive and measurable digital media.” It prides itself as being the only media in the U.S. capable of delivering audio, video and pictures to a mass mobile audience and the first mobile media in the world to combine Multimedia Messaging (MMS) and 2D barcodes.
I’ve long been a proponent of 2D barcodes for marketing potential, and JagTag seems to have hit the nail on the head. Still, the technology seems to be more of an image-recognition technology more than a barcode technology which makes me wonder why marketers would want to use barcodes instead of branded images for consumers to interact with. Companies like SnapTell utilize the exact same methodology, except they use images of physical-world objects instead of barcodes.
To me, physical-world image recognition is a much more powerful technology than 2D barcodes- though underlying factors may contradict completely. What do you think- which provides more benefit? 2D barcodes or physical-world image recognition.
A new company dubbed JagTag aims to change all that with its introduction of 2D “brandcodes,” or unique 2D barcodes that are readable via any cell phone with a camera, even minimalistic feature-phones, and thereby require no additional software for the end-user to obtain. The new technology marks the first and only viable 2D barcode solution available in the U.S.
It works by utilizing MMS- a user snaps a photo of the barcode, sends it off to a shortcode, JagTag’s platform retrieves the associated content and returns it back to the user via MMS. The platform takes into account several metrics before sending out associated content. When a user sends a barcode off to JagTag, its platform takes into account the user’s phone number and device information, and returns personalized content based on that user’s profile, device capability and the particular brand’s specifications.
JagTag is a self-proclaimed “non-invasive, ‘pull’ mobile media that transforms a marketer’s physical objects into interactive and measurable digital media.” It prides itself as being the only media in the U.S. capable of delivering audio, video and pictures to a mass mobile audience and the first mobile media in the world to combine Multimedia Messaging (MMS) and 2D barcodes.
I’ve long been a proponent of 2D barcodes for marketing potential, and JagTag seems to have hit the nail on the head. Still, the technology seems to be more of an image-recognition technology more than a barcode technology which makes me wonder why marketers would want to use barcodes instead of branded images for consumers to interact with. Companies like SnapTell utilize the exact same methodology, except they use images of physical-world objects instead of barcodes.
To me, physical-world image recognition is a much more powerful technology than 2D barcodes- though underlying factors may contradict completely. What do you think- which provides more benefit? 2D barcodes or physical-world image recognition.
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