Sharing Mobile Campaign Results.. or lack thereof
RCR Wireless’ Colin Gibbs had a nice article related to the recent Olympics and related consumer use of Mobile Video. The article noted that neither AT&T nor MobiTV would discuss uptake of their video offerings…MedioFlo also declined to discuss how many viewers tuned into the games, but VP of Programming, Mike Bailey said the company “was extremely pleased” with the results and performance” of its Olympics channel.
Other notable Mobile initiatives…
Papa John’s Pizza 2D mobile barcode campaign.. - The 2D barcode partner in this case is NeoMedia. NeoMedia’s CEO, Iain McCready, was quoted as saying “The test was operationally very successful” (Is that a euphemism for a low participation rate?)
Yahoo’s download numbers for its Yahoo! Go their J2ME application. How many downloads to date?? What handset types are dominating the downloads?? Hell, they probably have the best distribution outlets outside of the Carrier decks.
Marketers continue to gripe about the Mobile Channel’s lack of benchmarks to help them gauge the success of their Mobile efforts. Certainly the lack of sharing by experimenting brands is understandable from a competitive standpoint, but a little sharing could go a long way. Kudos to Adidas’ Chris Murphy at the past MMA Marketing conference in New York for sharing an in-depth look at his company’s integrated Mobile campaign that was run with help from agencies Carat & Isobar.
Also noted in the aforementioned RCR Wireless Article, Nicholas Covey, director of insights for Nielsen Mobile said, “much of the lack of transparency in mobile is the fact that the industry has yet to develop real-time measurement systems”.. “Largely, the mobile industry right now is not like the television or online industries where you get overnight ratings,” Covey explained. “Mobile is generally measured in 3-day increments.”
Well, I agree that at the macro-aggregate level that Nielsen Mobile deals with they don’t get real-time metrics, but at an application level, i.e. the mobile marketing company and aggregator, that is NOT the case. The beauty of Mobile as a direct response mechanism is that it is instant. If I configure a mobile marketing campaign for a Txt2Vote or Sweepstakes, etc.. I can instantly see when results start rolling in.
You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
2 Responses to “Sharing Mobile Campaign Results.. or lack thereof”
Leave a Reply
You must be logged in to post a comment.
September 25th, 2008 at 8:30 pm
Yet another example of tight-lipped brands regarding campaign results…
http://www.mobilemarketer.com/cms/news/advertising/1781.html
VISA’s mobile internet banner campaign on Yahoo’s landing page for the Olympics. … “Yahoo Mobile’s audience response was positive demonstrated by an above average click-through rate, which Visa will not reveal.
This campaign was all about brand building,” Mr. Katz said. “The goal was to have users interact with the brand.”
September 30th, 2008 at 6:49 pm
News out of NBC regarding their Mobile success during the Olympics. FROM RCR Wireless News
——————————–
NBC Universal deemed its coverage of the Beijing Olympics a “ringing success,” with its games-dedicated mobile Web site drawing more than 6.5 million unique visitors and 36 million page views, according to Omniture data.
The broadcaster, which had described the event as “a billion-dollar research lab” for studying the consumption of new media, said it delivered 826,000 mobile video views and 300,000 text or multimedia-alert subscriptions during the 17-day games.
LINK
http://www.rcrwireless.com/article/20080930/WIRELESS/809309992/1078/newsletter31