The age of mobile video advertising

By James Ratemo

From its origins in print media and billboards to television and the Internet, the advertising industry is constantly seeking new media to capture audiences.

This technology works on all handsets that support multimedia messages (video, audio and text) and the advert is streamed to the phone just as any other text message.

Mobile video adverts are of many types. Some videos are available on demand, some are broadcast to handsets, some travel through carriers’ networks and some arrive via dedicated mobile TV networks. Once advertisers have repackaged the videos for mobile consumption, the handset users have the option to download them for free.

In other instances, the adverts could be attached to free service messages which pop-up on mobile screens as users inquire about airtime balance or other operator services.

For close to a decade, the only advertising that has been carried out on mobile phones in Kenya has been plain text messages and pictures. But now the wireless industry is hyped as the next great medium for video advertising.

With evolving mobile technology, advertising has moved a notch higher. Target audience messages are now being redirected to mobile phones and more is in the offing.

Third screen

We would soon see audio and video advertising messages on phones as is already happening in advanced economies.

The unprecedented consumer interest in mobile phones has now driven a growing interest in mobile advertising commonly referred to as ‘third’ screen advertising.

Brands eager to communicate to consumers through preferred communications channel have made content providers, retailers and mobile phone operators target the over 15 million mobile subscribers.

In an Interview with The Standard, Interactive Media Services (IMS) General Manager Kiran Dhadialla said mobile telephony competition in Kenya has graduated the ‘third’ screen from merely being a communications tool, attracting advertisers to provide strategic and time sensitive information to their consumers.

Marketing communications companies are now set to deliver video, audio, banner displays and text clips on consumers’ mobile phones.

"Marketers are particularly thrilled about the prospect of using cell phones to engage in targeted youth consumer communications," says Dhadialla.

Dhadialla says working with Moota, a Norwegian telecom company, IMS has developed products that will allow direct youth consumer communications that are audio visual based.

"Our partner has already executed similar programmes in the West and Kenya is the next frontier," says Dhadialla.

With this technology it will be possible for advertisers to send messages based on demographics and location using the global positioning systems.

"It is possible to tell when a customer is next to a restaurant and send him a text about lunchtime menu over mobile phones as well as other handheld devices," he says.

Moota Executive Vice President for Africa Francis Stevens George says advertisers need to engage in deliberate research before engaging in mobile advertising to maximise return on investment.

Fine-tuned

"Advertisers must obtain deep appreciation into mobile users cultures and their preferences alongside demographics. Customer preference information will enable better customisation of advertising opportunities," says George.

Like all other advertising opportunities, He says mobile advertising needs to be relevant and timely using location, customer identity and preferences to ensure relevant advertising sent to customers is appreciated.

Dhadialla says Moota/IMS has developed products that will allow content providers, retailers and operators to deploy mobile advertising that is informed by the fact that advertisers are looking for simple yet effective solutions.

Mobile companies are providing services such as SMS, MMS, video and mobile internet, games, downloads and mobile TV. Mobile advertising can take advantage of the ‘third’ screen to reach targeted consumers.

Advertising on mobile devices has great potential due to the very personal nature of the devices and fine-tuned targeting possibilities.

 

 

Read all about: Interactive Media Services IMS SMS MMS mobile internet

 

 

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