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In-Brief: A look at Nokia’s evolving advertising value prop and some impressive CTRs - as well as an investigative piece from a market intelligence newsletter that states mobile operators are “reportedly distancing themselves” from mobile marketing agencies including Nokia/Enpocket.

Two different looks at Nokia’s advertising offer and results. First, a report from the new issue of Mobile Media. [Regular readers will know I frequently contribute by-lined columns and analysis to Mobile Media (MM), a subscription-only publication published by Informa Telecoms & Media that provides in-depth market intelligence on mobile content and apps.]

Once again, my esteemed colleague Guillermo Escofet has done some great reporting, uncovering observations about companies including Nokia/Enpocket that I’ve not seen published elsewhere.

In a nutshell, mobile operators are “reportedly distancing themselves from mobile marketing agencies that have been acquired by big industry players they perceive to be potential competitors.” Agencies affected are Microsoft-owned Screentonic. AOL-owned Third Screen Media, Yahoo-owned Actionality and Nokia-owned Enpocket.

Alex Moukas, CEO of mobile marketing agency Velti, is quoted in the article as saying that “RFPs are opening up in places where Enpocket is already deployed.” Meanwhile, Amobee Media Systems, the mobile marketing solutions company that counts mobile operators Vodafone and Telefonica as minority shareholders, confirms this observation.

MM also provides us the other side of the story via an in-depth interview with Tom Henriksson, a director within Nokia’s advertising business. He is not aware of any RFPs that might have been issued by operators with whom Nokia has advertising deals inherited from Enpocket. In fact, he reports that advertising partnerships with U.S. operator Sprint Nextel and Indian operator Bharti are being strengthened.

(There’s more to the article, including a few surprising comments about Third Screen Media, so I urge you to check it out online. As this publication is subscription-only, I hope you will understand that it would not be fair to Guillermo and the rest of the MM team to recount the article in its entirety here.)

While we’re on the topic of Nokia’s stronger ties, I’d also like to introduce some strong results from a recent case study the company was kind enough to share with MSG. Details about the campaign are a bit sketchy, but the numbers from this case study, involving Nokia and Hyundai, come through loud and clear.

In February of this year the two companies ran a campaign to build awareness of the new luxury vehicle, the Genesis, around the U.S. media event of the year, otherwise known as Super Bowl Sunday. The mobile advertising campaign ran on the Nokia Network on the Sunday of the Big Game, timed to the broadcast of two TV ads featuring the Genesis.

The campaign featured downloadable content (via banners that clicked through to the Genesis mobile website) including wallpapers and a ringtone of the “rev” of the car engine.

According to the PowerPoint presentation I received, the goal of the campaign was to “engage mobile users with content and capture email addresses.”

The results:

• CTRs averaging 3.41 percent

• 7 percent conversion rate of content download.

• Additionally, 11 percent of people who clicked through to the Hyundai banner ad submitted their email address to receive the free “rev” tone.

Thanks again to Hugh Mark, who heads up communications at Nokia Interactive for sending this my way. I have a request in for a podcast as well and cross fingers that I’ll be able to circle back soon with a more in-depth interview.

• Posted in
• Mobile Research, Mobile Advertising

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