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Mobile

Bauer Media mobile solutions include:

  • display banners
  • expandable banners
  • advertorials (eg news stories, competitions)
  • interstitials
  • sponsorships
  • mobile microsites (either standalone or replicas of the online microsite)
  • augmented reality ie find my nearest Starbucks
  • text to win call to action
  • bespoke iPhone/android app build
  • campaign tracking

For more information email caroline.young@bauermedia.co.uk

Top 10 Facts (Source: IAB)

1. It’s an always on mediumConsumers love their mobile phones so much that researchers found when they took peoples phones away for a day they claimed to feel a phantom ‘tingle’ in their pocket that normally proceeds the excitement of a text/call.
Stephen Upstone, Managing Director of European Business Development, AdInfuse

2. Social media is driving growthIAB research in 2009 found that updating social network sites via mobile handsets is increasing with 25% of all social networkers logging on to check or update their pages. 16 to 24 year olds are the biggest mobile social network fans with 44% saying they have updated via mobile, compared to 17% of over 55s.
Amy Kean, Senior PR and Marketing Manager, IAB.

3. Provides immediate interactionMobile phones allow the consumers to interact immediately with advertising. Upon seeing an advert the consumer can text, call or download content instantly. It can help maximise the effectiveness of other media, a short code is a great example of this.
Rachel Wright Business Development Director, Phonevalley

4. It’s got a lot to offerMobile advertising is much more than banner adverts within internet content; a wide range of formats can be delivered as campaign components from text links in SMS messages through to full screen static or video display adverts within applications or mobile internet sites.
Jeremy Copp, CEO, Rapid Mobile Media

5. Application crazyiPhone users have downloaded over 1 billion applications worldwide to their handset since launch. Applications are not restricted to iPhone however; advertisers can create useful applications for consumers for the majority of handsets.
David Fieldhouse, Mobile Manager, MediaCom

6. It’s popularThe number of mobile media users in the UK has reached the tipping point with over 30% of all UK adults accessing mobile media every month and a large proportion of those going online everyday according to ComScore. Stephen Upstone, Managing Director of European Business Development, AdInfuse

7. Smartening upOver the last 18 months the number of UK Smartphone users (iPhone, Nokia N96, T-Mobile G1 etc) has grown from 3.6m subscribers to 6.3m, a 73% increase, and these users are over three times more likely to browse for News and Information on their phones than non Smartphone users (Comscore/MMetrics).
Tim Hussain, Head of Mobile Advertising, Sky

8. It’s out of your handsIf you’re not sure if your brand should be on mobile, consumers have already made the choice for you. 0ver 4 million consumers are already using their mobiles to search for information on products and services and search volumes are growing 4 times faster than online.
Jon Mew, Head of Mobile, IAB

9. It can reach youTarget through to point of purchase – no other medium allows such precise targeting, from location based services like local search through to in-store Bluetooth marketing you can reach consumers wherever they are and provide relevant and engaging advertising.
Paul Lyonette, Head of Mobile Advertising, Microsoft

10. Consumers like advertisingThe Orange Exposure study shows, 70% of mobile media users find innovative ad formats appealing. In an ad funded games trial 89% said they liked or were neutral to advertisements appearing on the Orange World portal and 88% said they were happy to be exposed to advertising in exchange for free or discounted content.
Alex Kozloff, Media Research Manager, Orange


Jargon buster

3G
‘3G’ is the third generation of telecommunication hardware standards. It offers comprehensive voice and multimedia services to mobile customers by providing very high data rates and functionality such as data streaming. 3G phones are backward compatible and can access all the services that 2 and 2.5G phones can, except that in this case, data can be transferred a lot quicker.

Call to Action (CTA)
A statement or instruction, typically promoted in print, web, TV, radio, on-portal, or other forms of media (often embedded in advertising), that explains to a mobile subscriber how to respond to an opt-in for a particular promotion or mobile initiative.

Click to Call
A service that enables a mobile subscriber to initiate a voice call to a specified phone number by clicking on a link on a mobile internet site. Typically used to enhance and provide a direct response mechanism in an advertisement.

Data tariff
Data tariff are the rates that phone networks charge for accessing ‘data’. Consumers typically pay a monthly fee for a ‘bundle’ of unlimited internet access, although unlimited data packages are on the rise.

GPRS
General Packet Radio Service or ‘2.5G’ is an underlying mechanism for the networks to deliver internet browsing, WAP, email and other such content. The user is ‘always connected’ and relatively high data rates can be achieved with most modern phones compared to a dial-up modem. Most phones default to using GPRS (if capable).

Global Positioning System (GPS)
A global navigation satellite system that is often used for navigation purposes. Many new phones have built in GPS technology allowing more advanced location based services.

Mobile Network Operator (MNO)
An organisation licensed to offer mobile communications services to its customers. In the UK this includes 3, Orange, T-mobile, Vodafone and O2.

Off-Portal (or off-deck)
Point of sale/access on the mobile network, but outside of the operator’s “walled garden”/portal/deck, where consumers can access/purchase information and mobile products/content/utilities.

On-Portal (or on-deck)
Point of sale/access within the operator’s “walled garden”/portal/deck, where consumers can access/purchase information and mobile products/ content/utilities.

Text Link
Creative use for mobile advertisements – represented by highlighted and clickable text(s) with a link embedded within the highlighted text. Usually limited to 16-24 characters.

VMNO
Virtual Mobile Network Operator. A company that uses the infrastructure of an existing (licence-owning) telecoms network operator. Tesco, Virgin and Blyk are some of the largest VMNOs in the UK.