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Madhouse, Inc., one of China’s largest mobile ad networks, reported that they have served over 2.3 billion mobile ad impressions in the first 6 months of 2008. This is nearly 5 times the total number of ads served in all of 2007. (more…)
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The enormity of China’s mobile landscape was made even more prominent with the announcement that Madhouse, one of China’s most notable mobile ad-network operators, has served some 2.3 billion mobile advertisements in the first six months of 2008. This is nearly five times what the company served in all of 2007 combined. This shows the immense growth of mobile advertising, not only in China, but on a global scale as well.
The continued growth for Madhouse most likely stems from its massive mobile ad solutions that can take into account almost every applicable variable when it comes to serving mobile-based ads. For example, Madhouse can target based on mobile user location, phone brand, model and retail price, as well as the optimization for mobile phones with different screen resolutions for the over 2,000 phone models in China today.
Madhouse also provides an extensive analytical solution they say; “increases the effectiveness of advertising campaigns by optimizing ad versions and accurately quantifying and managing the frequency of marketing material shown, clicked, or downloaded to every unique mobile user.”
In my opinion, Madhouse made a very smart move when it joined the MMA as Chair for the APAC Mobile ad Guideline Committee. The company then launched the first Mobile Advertising Guidelines tailored specifically for the Asia-Pacific (APAC) region shortly thereafter. Since then, they’ve simply built onto those guidelines they created to become the biggest and best in China. Whatever the reason, 2.3 billion ads is an immpresive number, and further solidifies the fact that mobile marketing is here to stay.
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Artwork still matters
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Penguin Books is one of the best known book companies in the world. They publish a wide variety of books - classics, fiction, reference - that are sold throughout the world.
Nick Hornby has written several bestselling novels that have been made successfully into films, including About A Boy, Fever Pitch and High Fidelity.
When Penguin launched Hornby’s latest novel SLAM - his first to be directed at a teenage audience - they used a very innovative mobile approach to reach this target group. (more…)
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Bandsintown is a new social networking site that helps you find, well, bands in town - your town.
The idea is this: You create a profile, noting your city and favorite bands (last.fm users can also access their account to pull musical taste). Once in, you can view shows by date range, price range and distance from your city. All upcoming shows will appear as as a tag cloud on the right, with shows that most closely match your musical preferences highlighted.
For example, if you picked Dilated Peoples and Maximo Park as favorite artists, and you lived in Minneapolis, Mos Def and The Fratellis would be a whole lot bigger than Balkan Beat Box and Leann Rhimes.
Through the site, you can also find “fansintown” and, ideally, network with those that have similar taste or are attending the same shows as you. Cool stuff! Is it unique? Yes and no.
Social networks like Facebook operate on the broadest principles of social networking – they start with the network itself and build down. Interests are added to the person. You can find other people who like the X-Files or support Lobsterman for President.
However, niche SNS are built from interests up. For youth, the web is about discovery and experiences–not just superpoking–and music is a vast common ground. (It’s like the weather is for old people.) Bandsintown operates like other music-focused SNS (iLike, iMeem, Blip.fm, even MySpace to some extent), but brings it to the local level. So, like Going.com and Eventful, it helps bring community and recommendations to life, but solely tied to music.
Gen Y lives online, yes, but they also like to go outside. On the whole, they value experiences over content, and music over everything else. They also want things to be easy, automated, and sharable. Thanks to Bandintown’s widgets, you can share your concert schedule with your SNS friends. And speaking of SNS friends, if you follow them on Twitter, you can get free tickets = more fun than weather updates.
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Madhouse Inc., China’s leading mobile ad network operator, today provided its business update on the 1st half of 2008.
As of July 31st, Madhouse has served over 2.3 billion targeted mobile ad impressions using its MadServing system in 2008, nearly five times the number of total impressions delivered in 2007. The rapid increase in number of [...]SHARETHIS.addEntry({ title: “Mobile Advertising company Madhouse serves 2.3 billion mobile ad impressions”, url: “http://www.gomonews.com/mobile-advertising-company-madhouse-serves-23-billion-mobile-ad-impressions/” });
Get Edgy
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As mobile marketing continues to get traction there are some important trends we can watch to see mobile marketing begin to settle into life in the mainstream.
1.
Mobile Integrated Events
Mobile marketing and events are a perfect match – a crowd of people contained in one location with a common purpose or interest. It is an important trend that more and more events are being integrated with mobile because everyone in the audience then becomes one more person who has been exposed to mobile marketing and will then be more likely to participate in the future. It helps it become normal.
Although I am not a big fan of watching the national political conventions (I think they’ve strayed too far from democracy and turned into being all about publicity, but that’s another story) it is impossible to not hear about what’s going on there.
The 3AM VP candidate announcement via text message aside, what I found very interesting at the Democratic National Convention was the interactive text screen. Delegates could use their cell phones to send text message comments that would show up on a big screen for everyone to see. I particularly enjoyed Dianne Sawyer on Good Morning America talking about how this would happen. She sounded like she was telling us that we had landed on the moon. By the next convention cycle in four years this technology will be so ingrained in our culture it won’t even be worth a mention.
Other celebrities are also tying into mobile marketing at their events – Def Leppard, the US Olympic water polo team, NBC covering the Olympics and even the Indianapolis Symphony Orchestra.2.
Major Companies Jumping into Mobile MarketingThere is nothing like major brands jumping into something to prove it is settling into everyday life. From the early days of brands marketing on black and white televisions when there were only three channels to now when they are marketing with mobile. Every time another household name level brand uses mobile marketing the closer we are to having mobile marketing be a household word.
Some of the latest big brands jumping into mobile include Chase Bank and Visa, Kroger grocery stores, the Chicago Tribune, JC Penney and Hannah Montana.
3.
Rules and RegulationsAnother way to know that something is here to stay is when rules and regulations are defined. What’s that saying? It’s all fun and games until someone gets hurt. So that’s when an authority figure or the players themselves decide on rules to keep everyone happy and safe because they know the game is going to continue being played.
The Mobile Marketing Association has long had a set of Best Practices but they are now branching out and have a set of guidelines specifically for Bluetooth marketing. They plan on working up some best practices and guidelines for wi-fi, Near-Field Communications (NFC) and location-based services next.
What other trends do you see in mobile marketing?
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Organizations will work tirelessly to de-personalize every communication medium they encounter.
Radio ads used to be live, personal and spoken by an individual.
TV ads used to feature actual people, demonstrating something, usually live.
Phone calls involved a live speaker, talking, with permission, to another person.
Email used to be honest interactions between consenting adults.
Facebook pages (and Wikipedia, too) were built by people, not staffs.
Twits came from real people, and so did instant messages.One by one, the mass marketers have insisted on robocalling, spamming, jingling and lying their way into our lives. The pronoun morphs from “you” to “me” to “us” to “the corporation” …
The public works tirelessly to flee to actual interactions between real people, and our organizations work even more diligently (and with more leverage) to corporatize and anonymize the interactions.
The irony, of course, is that an organization with guts can go in the opposite direction and win.
My name is Seth Godin and I approved this message.
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The mobile youth market… should a company's go to market strategy rely on such target alone? Should the youth market be considered at all? …
Url : http://weblog.cenriqueortiz.com/goingtomarket/2007/04/10/going-to-market-the-mobile-youth-market/ Cache
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Different ways of counting users yield different results.
Click to download free mobile youth data from the mobileYouth report
