And here's the mobile advertising announcement, Nokia Media Network, a
'premiere mobile advertising network' (their phrase), was announced at
MWC. This appears to be the re-branding of the Enpocket advertising
company the Finnish company purchased on October 2007, allowing
companies to place advertising on Operator and Mobile Publisher pages.
Mobile Advertising is something a number of companies are striving to get right. With the smartphone being such a personal device (and if the usage data of the owner can be leveraged), targeted advertising to products and services should be an easy goal.
But with a number of involved parties in the mix (the user, the advertiser, the publisher, the operators and now the handset manufacturer) it's a bit more complicated than just buying an advert in The Times. What is clear is that marketing spend to mobile is evident in the campaign plans of a number of companies, and there is money floating around there. Whoever can make a system that respects the end-user, but provides a comfortable solution to the normally resistant adverting companies, can take the lions share of that cash.
One final thought.... I'll leave it as an exercise to the reader to pick through the statement that "Nokia Media Network's wide reach of the most desirable mobile audience is yielding click-through rates averaging 10% in certain channels, the highest reported response rates in the industry."
Nokia launches premier mobile advertising network February 11, 2008
Nokia
Media Network, comprised of top operators and publishers including
AccuWeather, Discovery, Hearst, Reuters, and Sprint is resulting in
industry-leading response rates for advertisers
Mobile
World Congress 2008, Barcelona, Spain/Espoo, Finland - Nokia today
announced the launch of the global Nokia Media Network, a premium
advertising network including over 70 leading publisher and operators
as well as Nokia media properties. AccuWeather, Discovery, Hearst,
Reuters, and Sprint have joined with Nokia to form the first global
mobile ad network of top tier publishers. Nokia Media Network's wide
reach of the most desirable mobile audience is yielding click-through
rates averaging 10% in certain channels, the highest reported response
rates in the industry.
"Nokia
is building upon an unrivaled understanding of the mobile consumer, our
relationships with blue chip publishers and top tier operators, and a
legacy of campaign optimization through analytics to create a
high-performing solution for advertisers," said Vice President and Head
of Nokia Interactive, Mike Baker. "The biggest brands in the world
trust us with their mobile advertising because they know the Nokia
Media Network enables them to reach the largest, highest quality
audience on mobile and provides the best ROI."
Nokia
enables advertisers to place ads on high quality and brand-safe
publisher and operator mobile Web pages, as well as Nokia properties,
representing an unprecedented global consumer reach - more than 100
million mobile consumers around the globe. As part of the turn-key
service for advertisers, the award-winning mobile marketing team from
Nokia creates mobile campaigns for hundreds of top brands, including
BMW, Paramount, and MobiTV.
Nokia
acquired mobile advertising leader, Enpocket, in October 2007. Nokia
leverages Enpocket's ground breaking analytics technology to optimize
campaigns, improve conversions, and measure campaign performance across
the network.
"Mobile
has been beneficial in helping BMW reach consumers at the lower end of
the funnel, when they are close to making their vehicle-buying
decision" said Samuel Martinez Ballesteros, Marketing Communication
Internet
and New Media, BMW Ibérica. "Nokia has helped us reach our target
audience, resulting in increased visibility and lead generation for
us."
To share
expertise with brands, agencies, and publishers globally, Nokia has
expanded its account management and media sales teams to include
offices in Beijing, Boston, Chicago, Dusseldorf, Frankfurt, Helsinki,
London, Los Angeles, Madrid, Milan, Minneapolis, Mumbai, Munich, New
York, Paris, Singapore and Shanghai.
