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Creative mobile ad campaigns that differentiate
Apr 7, 2011 by Rachel Ooi in the theme Mobile advertising: a market on the move
As the mobile advertising ecosystem matures, it is no longer only the ‘opt-in’ or ‘opt-out’ approach that matters.
What matters is the creative campaign idea itself and how it engages consumers for interaction, response and dialogue. This is what differentiates campaign results.
Campaigns are only meaningful and worth a brand’s advertising spend when they achieve the “AIDS” business objectives: Awareness, Interests, Desires, and Sales. Essentially, these are campaigns that demonstrate a return on investment.
Unfortunately, we don’t see many creative agencies participating in the mobile advertising ecosystem today. There is a missing link between brands and consumers in the mobile value chain. But this is certainly an important link to make creative campaign ideas work for brands using the mobile.
I remember the first location-based coupon brand campaigns for Sensis in Australia during 2007. Sensis, as part of Telstra Group, is a major location mapping and ‘Yellow Pages’ publisher. Even after securing the participation of major brands such as KFC, Pizza Hut, Caltex, Myers, Westfield Shopping Centre, Hudson Coffee, Woolworth supermarket, and the Village Cinema, it wasn’t easy to make headway due to the strict privacy laws in Australia. But because the idea of location-search activities on mobile ‘Yellow Pages’ or mobile maps are consumer-initiated (i.e. pull campaigns), mobile has naturally become a convenient extension to online and contact centers of Sensis’ business.
These location-based search brand campaigns drove high click-through rates of about 10 to 15 percent and demonstrated good ROIs to advertisers. Advertisers from traditional directory channels (e.g. Yellow Pages, digital yellow, city search online, ‘where is’ mapping, employments and property search) are happy to spend and present themselves more relevantly to consumers.
As marketers, this helps create a bulk of impulse interests and purchases by driving instant search to nearby stores with favorable offers.
So what matters is creativity in the approach, not just asking consumers whether they want to opt-in or out.
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