Measurement and sale of mobile digital media

AFF GROUP - DRIVING MOBILE BUSINESSWWW.AFF-GROUP.COM | [email protected]

MEASUREMENT AND SALE OF MOBILE DIGITAL MEDIA NOVEMBER 2012


THE MOBILE MEDIAThe ever more affordable and faster developing mobile tools, the broadening of the Wi-Fi and broadband Internet networks providing access to the Internet, the mobile applications coming into general use provoked a need in an increasing number of individuals to have a constant Internet access via their mobile phones.

Our Internet usage habits will be facing a change soon. The contents on the ever developing Internet access devices vary over a great range thanks to the versatile physical parameters of the mobile tools, but they may in essence be identical to the conventional advertisements appearing in computer environments. Textual, graphical or other multimedia – even interactive – contents may appear on the mobile website or in the application, by clicking on which the user fulfils the advertiser’s goal – by navigating onto another website or a so-called landing page.

MOBIL VS. PC?Although part of the experience gained in landline Internet usage is applicable for mobile Internet as well, contrary to landline Internet, this will result in a more personalised form of interaction. As a result of this more direct connection, the advertisers may take advantage

of the fact that these devices are able to provide location parameters, thereby taking into consideration the user’s relatively precise geographical location beside the demographical parameters. This means that sales people have access to potential customers at any time and place, enabling them to apply marketing strategies tailored to the given scenario. This however also carries within a potential intrusion into the customer’s personal aura, which the customer will defend in reaction.

DEMOGRAPHIC DATA, ANTECEDENTS AND TIMINGUpon the sale of a product or service the user’s willingness and intention are important considerations, just as demographic and geographical parameters, but in today’s fast changing environment timing is of exceptional significance.

Conventionally, the demographic data and the history of the visitor in question are accessible from an evaluation supplemented by measurement and advertisement indicators. What demographic group does the visitor belong to? What did she/he seek or purchase in the past? Using these data, a personalised marketing campaign may be targeted at the visitor with a tempting offer. For instance, we have information of the particular visitor having had sought a bag one week ago and even purchased one two days later. Conventionally thinking, another bag offer could be made to the visitor. But if the person in question happens to be a husband who had purchased the bag for his


wife, we’d have little success. The reason being is our failure to consider the current behaviour and position of our visitor. Timing at this stage has an exceptional role. Another potential mistake is examining the current location of the visitor and targeting her/him with the offer without consideration of this. There may be no problems associated to timing at this point, but negligence of personal relevance is another mistake we make.

It is therefore important to target the appropriately chosen group at the right time and right place!

SIMPLY AND IMMEDIATELY AT THE RIGHT PLACESolutions based on the knowledge of the client’s geographical location – or more generally speaking, the excess quantity of advertisements poured on customers may lead to information overload.

Mobile users are forced to reduce the quantity of the information appearing by applying a choice of techniques, filtering out only the information relevant to them from the noise.

It is therefore important not to compromise quality for quantity, in other words to make the adverts appear with a help of technical implementations quickly, simply and in the right environment at the right time.

MEASUREMENT OF ADVERTISEMENTSThe basis of accounting advertisements is generally the number of appearances or the number of clicks, but even in cases of Internet sales, accounting is rarely based on the actual number of successful purchases. The measurement of the number of clicks on a mobile Internet content or the characteristic parameters of the quality of the mobile channel are not available and neither are the targeting conventions firmly established for this type of media.

The appropriate measurement and evaluation are therefore of key importance to achieve a conversion rate as high as possible by selecting the right target group. Mobile advertisements – be it mobile web or applications – indeed carry tremendous business opportunities within. In comparison with conventional media, then it can be said that mobile phone users exceed television or Internet users in numbers by far. With smart phones coming into general use, an increasing number of people use their phones to access the Internet, with the accessible applications increasing, the market for mobile advertisements continuously increasing as a result.

MOBILE MEASUREMENTS AND THEIR HIDDEN CATCHESMeasurement and assessment of a mobile marketing campaign is a far more complex task than a conventional computer Internet campaign; the reason being the accuracy of the data obtained from measurement. Unfortunately, advertisers and even advertisement agencies often fail to precisely determine the results.


Presently several hundreds of potentially suitable mobile devices are available on the market, with greatly differing capacities, settings and browsers, however. Although the number of platforms that have become popular lately is not large (IOS, Android, Windows, etc.) but differences between these devices are still relatively large.

The diversity of the knowledge and parameters of the mobile telephones and the methods and characteristics and the means of connecting to the Internet greatly influence the accuracy of measurements and the level of detail they are broken down to. In certain cases, half of the page downloads are performed by so-called robots and in other cases a large number of page visits are not counted due to the deficiencies of the tracking codes. Various servers apply various measuring techniques, this also greatly influencing the precise evaluation of the data obtained, and if these are not interpreted in the right fashion, the results may also be misleading.

It is important to define what we understand under the terms of the performance of an advertisement.While in a PC environment CTR (number of clicks) may be indicative, the same can be quite misleading in the case of mobiles due to unintentional clicking (tap) as to how efficient in reality they may be.

This problem is gradually making it to the forefront today. With the development of mobile devices and with the increase of the number of advertisements appearing on them, the

demand to precisely know how exactly the certain methods measure page appearances and individual user visits or user steps of other nature.

OUR MEASUREMENTS: MOBILE SPECIFIC CAMPAIGNSMany novelties can be found in mobile measurement, which are different in conventional media. Essentially two advertisement platforms are used for the measurement. The mobile websites of the various vertical structures as well as the advertisements placed in mobile applications are measured. Although several methods of advertisement may be accessible via mobile phones, the target group of our measurements is exclusively made up of regular users of mobile Internet.

Our aim is to explore the mobile telephone as a marketing surface – to determine the value of mobile advertisement. Based on the measurement data obtained, the strengths and weaknesses, the opportunities and hindrances in mobile advertisement will be evaluated and the possibilities the mobile platforms and methods of advertisement offer for mobile advertisements will be tested.

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Measurement and sale of mobile digital media