Comments on: The seven strategies for mobile ads, and which ones will work http://venturebeat.com/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/ News About Tech, Money and Innovation Mon, 23 Nov 2009 21:25:39 +0000 http://wordpress.org/?v=2.8.5 hourly 1 By: GreenHorn http://venturebeat.com/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/comment-page-1/#comment-655216 GreenHorn Wed, 28 Nov 2007 21:26:16 +0000 http://www.venturebeat.com/contributors/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/#comment-655216 The place for truly free ringtones. Browse our free download collection of exclusive mobile ringtones and free ringtones information. The place for truly free ringtones. Browse our free download collection of exclusive mobile ringtones and free ringtones information.

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]]> By: AAMIR TONKWALA http://venturebeat.com/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/comment-page-1/#comment-17077 AAMIR TONKWALA Tue, 02 Jan 2007 13:42:24 +0000 http://www.venturebeat.com/contributors/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/#comment-17077 Dear SIR/MADAM, Routesms Pvt Ltd. provides Bulk SMS having tie up with 12 international SMSC covering most of the countries in the world.Our professional technical team provides 24x7 technical supports which is one of the best in the industry. Our SMS Gateways rates are very economical and competitive. Some silent features of our service are : 1. HTTP API which can integrate into any website to send SMS. 2. DLL file which can integrate into any of your software. 3. Desktop application which can be downloaded from our website www.routesms.com that can be used to send SMS. 4. SMPP Please feel free to add me in your “MSN- ID” or “Yahoo- ID” chat list to discuss rates and technical queries. Thanks & Regards Aamir Tonkwala Marketing Manager www.routesms.com Mobile : +919819718702 Office Tel: 91 22 28668202 MSN ID : aamir@routesms.com YAHOO ID : aamir_routesms@yahoo.com Dear SIR/MADAM,
Routesms Pvt Ltd. provides Bulk SMS having tie up with 12 international SMSC covering most of the countries in the world.Our professional technical team provides 24×7 technical supports which is one of the best in the industry.

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2. DLL file which can integrate into any of your software.
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4. SMPP

Please feel free to add me in your “MSN- ID” or “Yahoo- ID” chat list to discuss rates and technical queries.

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Mobile : +919819718702
Office Tel: 91 22 28668202
MSN ID : aamir@routesms.com
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]]> By: STEVE SCERRI http://venturebeat.com/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/comment-page-1/#comment-16982 STEVE SCERRI Tue, 28 Nov 2006 15:58:22 +0000 http://www.venturebeat.com/contributors/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/#comment-16982 IF YOU COULD DOWN LOAD (WWW.BROADWAYPHONE.COM) OR GO TO (WWW.PHAVE.COM) WE ARE A NEW STARTUPON MOBILE ADVERTISING .WE ARE LOOKING FOR OPINION ON OUR COMPANY.WHEN YOU HAVE TIME.THANKS STEVE SCERRI IF YOU COULD DOWN LOAD (WWW.BROADWAYPHONE.COM) OR GO TO (WWW.PHAVE.COM) WE ARE A NEW STARTUPON MOBILE ADVERTISING .WE ARE LOOKING FOR OPINION ON OUR COMPANY.WHEN YOU HAVE TIME.THANKS STEVE SCERRI

]]> By: andy http://venturebeat.com/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/comment-page-1/#comment-16955 andy Fri, 24 Nov 2006 16:36:14 +0000 http://www.venturebeat.com/contributors/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/#comment-16955 This is perhaps the most uninformed article I have ever read about mobile advertising, and it's a shame when purported experts in the investment community disseminate such misinformation. 1) Marketing via SMS/MMS: This is currently by far the largest sector by revenue in mobile marketing/advertising, and its importance will continue for at least the next 5 years. To dismiss it so casually without understanding its implications on all other forms of mobile marketing/advertising is simple-minded. Companies like Ipsh don't get acquired by leading advertising agencies because they have a dieing business model. 2) WAP banner ads. Ken should talk to some of the companies doing WAP banner ads. There's a lot more than TSM, and while rev shares may not be exactly the same worldwide, there are very well established models. Yahoo has just started selling WAP banner ads, and you can expect Google and MSN to follow suit (they already all do a booming business in WAP text ads). When DoubleClick launches their mobile offerings in the next half year, that will be the definitive statement that the business models in this space have been proven and well-defined. 3) Location-based advertising. LBS is an enabling technology, not an advertising medium in and of itself. There are also many forms of LBS and many underlying technologies. Fine grained technologies like AGPS/UTDOA/ECID are still the cutting edge of LBS, but local advertising in the broader sense has already proven itself. Ever heard of Google local search? Just as dodgeball showed that fine-grained LBS social networks didn't have to rely on GPS/etc but could work instead based on context-inferred location, local search will continue to evolve based on much more than the slow penetration growth of GPS. 4) Video ads. The whole promise of video ads is that subscribers will pay less or not at all for the video services. The carriers in the end will own this market; to understand the end game, take a look at DVB-H and MediaFLO. As for ESPN Mobile, its failure had absolutely zero to do with the current quality of video ads. 5) In game advertising. Companies like Greystripe and Amobee have created some very well-defined business models in this space. Inventory ownership in this space is exactly analogous to online banner ads (and has much less to do, for example, with the models created by Massive/Double Fusion/IGA). Greystripe alone has dozens of game publisher partners and millions of users, which seems to indicate a fairly mature business model. 6) Mobile coupons. I agree that this should grow into a huge space, but I have doubts that any service that requires manual download and install of a single-purpose mobile application will be able to generate mass consumer adoption in the next two years. At this point, Cellfire is spending a large percentage of their VC money on subsidizing the coupons they offer, and I question the sustainability of that approach. If Cellfire dies, their attempt to jumpstart the market by buying it rather than developing true technological enablers will have been a disservice to the promise of mobile coupons. 7) Interstitial ads. Interstitial ads?? Ken should do some reading on the MMA (and also the newly formed IAB mobile committee). Interstitial ads is a "bad" word. Companies like Sprint, to make note of the carriers that Ken points to, tried to disallow interstitials altogether in the MMA standards. Think pop-ups online. It's the same thing, only worse, because of the small screen size and slow connections. Carriers are going to stay as far away from interstitials as they can. Meanwhile, this small sector of mobile advertising will be handled by people trying to monetize off-deck content, such as MoPHAP. Again, please, please, please do some research before writing articles like this! This is perhaps the most uninformed article I have ever read about mobile advertising, and it’s a shame when purported experts in the investment community disseminate such misinformation.

1) Marketing via SMS/MMS: This is currently by far the largest sector by revenue in mobile marketing/advertising, and its importance will continue for at least the next 5 years. To dismiss it so casually without understanding its implications on all other forms of mobile marketing/advertising is simple-minded. Companies like Ipsh don’t get acquired by leading advertising agencies because they have a dieing business model.

2) WAP banner ads. Ken should talk to some of the companies doing WAP banner ads. There’s a lot more than TSM, and while rev shares may not be exactly the same worldwide, there are very well established models. Yahoo has just started selling WAP banner ads, and you can expect Google and MSN to follow suit (they already all do a booming business in WAP text ads). When DoubleClick launches their mobile offerings in the next half year, that will be the definitive statement that the business models in this space have been proven and well-defined.

3) Location-based advertising. LBS is an enabling technology, not an advertising medium in and of itself. There are also many forms of LBS and many underlying technologies. Fine grained technologies like AGPS/UTDOA/ECID are still the cutting edge of LBS, but local advertising in the broader sense has already proven itself. Ever heard of Google local search? Just as dodgeball showed that fine-grained LBS social networks didn’t have to rely on GPS/etc but could work instead based on context-inferred location, local search will continue to evolve based on much more than the slow penetration growth of GPS.

4) Video ads. The whole promise of video ads is that subscribers will pay less or not at all for the video services. The carriers in the end will own this market; to understand the end game, take a look at DVB-H and MediaFLO. As for ESPN Mobile, its failure had absolutely zero to do with the current quality of video ads.

5) In game advertising. Companies like Greystripe and Amobee have created some very well-defined business models in this space. Inventory ownership in this space is exactly analogous to online banner ads (and has much less to do, for example, with the models created by Massive/Double Fusion/IGA). Greystripe alone has dozens of game publisher partners and millions of users, which seems to indicate a fairly mature business model.

6) Mobile coupons. I agree that this should grow into a huge space, but I have doubts that any service that requires manual download and install of a single-purpose mobile application will be able to generate mass consumer adoption in the next two years. At this point, Cellfire is spending a large percentage of their VC money on subsidizing the coupons they offer, and I question the sustainability of that approach. If Cellfire dies, their attempt to jumpstart the market by buying it rather than developing true technological enablers will have been a disservice to the promise of mobile coupons.

7) Interstitial ads. Interstitial ads?? Ken should do some reading on the MMA (and also the newly formed IAB mobile committee). Interstitial ads is a “bad” word. Companies like Sprint, to make note of the carriers that Ken points to, tried to disallow interstitials altogether in the MMA standards. Think pop-ups online. It’s the same thing, only worse, because of the small screen size and slow connections. Carriers are going to stay as far away from interstitials as they can. Meanwhile, this small sector of mobile advertising will be handled by people trying to monetize off-deck content, such as MoPHAP.

Again, please, please, please do some research before writing articles like this!

]]> By: James Ryan http://venturebeat.com/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/comment-page-1/#comment-16856 James Ryan Wed, 15 Nov 2006 02:21:08 +0000 http://www.venturebeat.com/contributors/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/#comment-16856 Responding to Mark Bolen's request for more comments from people experienced in this industry, I have been involved in selling and creating mobile advertising since the late 90s, first for AvantGo and now for my own company, Mobileplay. Ken's comments are largely on the money. I think there is certainly a lot of hype about how quickly this market will grow. On the other hand,concerns about user acceptance and effectiveness are red herrings. Banners or interstitials on a phone in exchange for free content are no more or less intrusive or objectionable than in any other media. Click-thru rates have remained at 2-4% for 7 years, way beyond the novelty phase. Key for the advertiser--much less of a problem in the desktop internet--is making sure there is something new and interesting waiting once a customer clicks through on that ad. Helping to come up with that strategy is where we see ourselves providing a lot of value. Three promising areas for what happens when you click that are worth mentioning are driving traffic to bricks & mortars stores, driving social interaction among phone users, particularly if that can involve the brand advertiser, and, finally, direct retail purchases. And I'm not talking about ringtones and wallpapers. I think we are going to see an m-commerce market develop pretty quickly once a couple of minor hurdles are overcome. Responding to Mark Bolen’s request for more comments from people experienced in this industry, I have been involved in selling and creating mobile advertising since the late 90s, first for AvantGo and now for my own company, Mobileplay. Ken’s comments are largely on the money. I think there is certainly a lot of hype about how quickly this market will grow. On the other hand,concerns about user acceptance and effectiveness are red herrings. Banners or interstitials on a phone in exchange for free content are no more or less intrusive or objectionable than in any other media. Click-thru rates have remained at 2-4% for 7 years, way beyond the novelty phase. Key for the advertiser–much less of a problem in the desktop internet–is making sure there is something new and interesting waiting once a customer clicks through on that ad. Helping to come up with that strategy is where we see ourselves providing a lot of value. Three promising areas for what happens when you click that are worth mentioning are driving traffic to bricks & mortars stores, driving social interaction among phone users, particularly if that can involve the brand advertiser, and, finally, direct retail purchases. And I’m not talking about ringtones and wallpapers. I think we are going to see an m-commerce market develop pretty quickly once a couple of minor hurdles are overcome.

]]> By: » 7 Mobile Advert Strategies and their Potentials » Blog Archive @ The Feedtext Blog http://venturebeat.com/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/comment-page-1/#comment-16854 » 7 Mobile Advert Strategies and their Potentials » Blog Archive @ The Feedtext Blog Tue, 14 Nov 2006 21:56:27 +0000 http://www.venturebeat.com/contributors/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/#comment-16854 [...] I came across a great analysis of 7 potential mobile advert strategies that we can expect in the near future over at VentureBeat. It briefly defined each strategy and his observations on its possibility of success without missing a beat [pardon the pun]. [...] [...] I came across a great analysis of 7 potential mobile advert strategies that we can expect in the near future over at VentureBeat. It briefly defined each strategy and his observations on its possibility of success without missing a beat [pardon the pun]. [...]

]]> By: Dennis Marshall http://venturebeat.com/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/comment-page-1/#comment-16853 Dennis Marshall Tue, 14 Nov 2006 18:34:52 +0000 http://www.venturebeat.com/contributors/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/#comment-16853 Ken, Agree with your outlook - this is a market chasing its tail more than most. User tolerance for ads on their cell phone may be hard to underestimate and early returns (as on the web) may not be accurate indicators once the veneer of novelty wears off. Ken,
Agree with your outlook – this is a market chasing its tail more than most. User tolerance for ads on their cell phone may be hard to underestimate and early returns (as on the web) may not be accurate indicators once the veneer of novelty wears off.

]]> By: David W Baum http://venturebeat.com/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/comment-page-1/#comment-16852 David W Baum Tue, 14 Nov 2006 17:09:40 +0000 http://www.venturebeat.com/contributors/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/#comment-16852 Ken, Taking CellFire one step forward into wireless targeted ads and promotion in retail, check out www.cuesol.com. LBS does make sense when you are in the aisle getting a wireless target promotion from Coke when you are standing in front of the Coke display in Stop & Shop. [David W Baum - Stage 1 Ventures] Ken,

Taking CellFire one step forward into wireless targeted ads and promotion in retail, check out http://www.cuesol.com. LBS does make sense when you are in the aisle getting a wireless target promotion from Coke when you are standing in front of the Coke display in Stop & Shop.

[David W Baum - Stage 1 Ventures]

]]> By: Terry Jackson http://venturebeat.com/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/comment-page-1/#comment-16850 Terry Jackson Tue, 14 Nov 2006 15:27:58 +0000 http://www.venturebeat.com/contributors/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/#comment-16850 ... I should have clarified that I was commenting purely on the WAP advertising section of this article as that is our area of expertise… [Terry Jackson - Admoda] … I should have clarified that I was commenting purely on the WAP advertising section of this article as that is our area of expertise…

[Terry Jackson - Admoda]

]]> By: Mark Bolen http://venturebeat.com/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/comment-page-1/#comment-16849 Mark Bolen Tue, 14 Nov 2006 12:32:06 +0000 http://www.venturebeat.com/contributors/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/#comment-16849 I represent a number of advertisers through my new agency. There are only a couple of postings which are interesting here from people who have actually any real knowledge of the mobile advertising industry. Can we have more comments please from companies who have live real experience of mobile advertising, rather than people simply pontificating widely. I represent a number of advertisers through my new agency. There are only a couple of postings which are interesting here from people who have actually any real knowledge of the mobile advertising industry. Can we have more comments please from companies who have live real experience of mobile advertising, rather than people simply pontificating widely.

]]> By: ashu mathura http://venturebeat.com/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/comment-page-1/#comment-16848 ashu mathura Tue, 14 Nov 2006 11:24:11 +0000 http://www.venturebeat.com/contributors/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/#comment-16848 .. obviously, the WAP site owner is the owner of the traffic and therefore should get the biggest share in advertising spending. The carrier is just the ISP and get's 0% of ad spending (unless the ads are on the carriers portal of course, but than the carrier has become content publisher). The facilitator will have either a sales fee or a techical fee % of advertising revenues. This has all been figured out in the Internet advertising space, so let's not reinvent the weel for mobile Internet ;) Ashu Mathura, Managing Director MADS ( <a href='http://www.mads.com' rel="nofollow">www.mads.com</a> ) .. obviously, the WAP site owner is the owner of the traffic and therefore should get the biggest share in advertising spending. The carrier is just the ISP and get’s 0% of ad spending (unless the ads are on the carriers portal of course, but than the carrier has become content publisher). The facilitator will have either a sales fee or a techical fee % of advertising revenues.

This has all been figured out in the Internet advertising space, so let’s not reinvent the weel for mobile Internet ;)

Ashu Mathura, Managing Director MADS
( http://www.mads.com )

]]> By: Advanced Technology Products Interactive » Blog Archive » The seven strategies for mobile ads, and which ones will work http://venturebeat.com/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/comment-page-1/#comment-16847 Advanced Technology Products Interactive » Blog Archive » The seven strategies for mobile ads, and which ones will work Tue, 14 Nov 2006 10:38:06 +0000 http://www.venturebeat.com/contributors/2006/11/12/the-seven-strategies-for-mobile-ads-and-which-ones-will-work/#comment-16847 [...] This article covers the seven types of wireless advertising. The types are Marketing via SMS/MMS, WAP banner ads, Location-based advertising, Video ads on cell phones, In-game advertising, Online coupons and Interstitial ads. Of all the techniques I’ve evaluated, the most promising is interstitial ads. Interstitials are ads that play during the dead time during downloads. -Ken Elefant (Venture Beat). [...] [...] This article covers the seven types of wireless advertising. The types are Marketing via SMS/MMS, WAP banner ads, Location-based advertising, Video ads on cell phones, In-game advertising, Online coupons and Interstitial ads. Of all the techniques I’ve evaluated, the most promising is interstitial ads. Interstitials are ads that play during the dead time during downloads. -Ken Elefant (Venture Beat). [...]

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