Mobile Advertising White Paper Available For Download; Let The Adventure Begin!
I avoid using the term “mobile guru” to describe myself. (A Philosophy of Science degree has made me humble. “True knowledge exists in knowing that you know nothing.”-Socrates )
However, I am deeply honored that Bango thinks of me as such: communicated in their press releases, corporate messaging and on the cover of my new release mobile advertising white paper, Mobile advertising for newbies. As of today it’s available for free download here, and already the congratulatory emails are pouring in. As Glenn Roland, who is active on the dotMobi Advisory Group, writes: “I just got done reading your white paper on Mobile Advertising. Nice job! I thought it very insightful and a good read on an emerging space.”
I am overjoyed that my work has impact, and I hope it will provide some guidance to the Long Tail of publishers and advertisers that want to move into mobile but need some help.
In the meantime, thanks are in order to my esteemed colleague Maria Sanchez. Brainstorming sessions with her were both fun and fruitful. (Full disclosure here: Maria is a Bango marketing manager. She also calls them as she sees them.) Her keen observations and good-natured rants, which she posts regularly on the mobislim blog, are a perfect complement to my in-depth analysis and user-friendly clarification of the range of mobile advertising and mobile analytics tools and techniques at your disposal.
I was also inspired by the writings of Tomi Ahonen and Jonathan MacDonald – both figure prominently in the white paper. (As they should!)
The purpose of this hands-on research – a how-to white paper covering the basics of mobile advertising and mobile analytics – is to give readers the inside track on the procedure to set up and measure the results of three mobile campaigns. I chose to use a small-scale mobile site created by Bango called Mobislim, which offers a light-hearted look at weight-loss tips.
But my investigation into mobile advertising won’t stop there. This white paper marks the launch of a dedicated blog here at MSG. Marketers that can’t wait can also visit the accompanying Mobislim blog to see the three campaigns cited in this white paper. You’re also welcome to try out your own mobile advertising campaigns there and direct traffic to the Mobislim mobile site if you don’t have one of your own.
Creating a mobile site for MSG is next on my list, and I’m investigating options. Wapple appears to be a good place to start. (Who knows? That learning process might turn out to be the stuff of a mini white paper…After all, it’s all about breaking down the barriers that keep us from embracing mobile. With the right tools, mindset and how-to tips publishers can move full-steam into mobile and jumpstart this exciting industry…)
Where do we go from here?
As I write in my conclusion: “Mobile advertising is a brave new space with new rules and new rewards. As publishers and advertisers we should be conscious that our efforts to achieve our business objectives can be compared to a marathon with no finish line.”
Success is a journey, not a destination. Great to have you along for the ride!
Disclaimer: Bango is an MSG supporter.
November 1st, 2008 at 7:43 pm
[...] Salz has just published a very timely and informative whitepaper on mobile marketing called mobile marketing for newbies. I downloaded it last week and read it cover to cover – and I encourage you to do the [...]
November 1st, 2008 at 7:44 pm
FANTASTIC work Peggy.
Blogged here:
http://www.jonathanmacdonald.com/?p=1677
November 1st, 2008 at 7:45 pm
[...] realized what it was. While I don’t want to take anything away from the exhaustive work that Peggy Anne Salz did on this, it is just not in my personality to stand by while more questionable information is [...]
November 1st, 2008 at 7:54 pm
I certainly will. I hope to get back into the mobile sphere again, and have started my own little blog at http://www.gillanmobi.blogspot.com its the first one I have ever written, and I’m 41
so hopefully some one will go and read it!
cheers
November 1st, 2008 at 7:56 pm
Thanks for your comment Alistair. You should have fun – that is the point! I will continue to experiment and expand my research to other ad networks and mobile analytics packages – so please stay tuned.
November 1st, 2008 at 7:57 pm
From someone sitting outside the inner circle of Mobile advertising etc etc (I’m agency side at the moment, and trying to get clients to use the mobile channel) I thought the white paper was excellent, I glossed over the how to set up a site bit, but will go back to it in more depth. The design and layout out made it easy to read, and it was understandable. I will go and buy some web space for http://www.gillan.mobi and have some fun again!
November 1st, 2008 at 7:58 pm
Great piece of work Peggy.
I lot of people comment from the sidelines, very few take the time and effort to explain the process and try experiments.
This is early days for Mobile Ads, so you will be busy!
Larry
P.S. Congrats to Bango, Admob and the others for helping out on this
November 1st, 2008 at 8:00 pm
Greg,
It’s great that you have reached out. I look forward to testing your tool as well and invite you to take this conversation off-line to pin down some details. I limited myself to two packages in the white paper, but I also made clear this white paper is not the last. In fact, the paper is titled Vol. 1… with more to come.
As to my disclaimer, Bango, as I indicated, sponsored the white paper. I had the initial idea and took it around to a few companies. Bango shared my vision and agreed to produce it. I then road tested ad networks and analytics packages and wrote up my results. No influence from Bango, but some great design work that I think really turned it into a valuable how-to white paper. Please feel free to email me at peggy@msearchgroove.com.
November 1st, 2008 at 8:02 pm
Peggy,
Thank you for mentioning us in your white paper. I don’t understand though why you did not include us in your testing. There is a fine line between unbiased review, and being paid to write a lead generation tool by Bango. Can you be a little more clear in your “Disclaimer” above?
While I have not finished reading it yet, it is clear you put a lot of effort into it. I commend you for that. On more than one occasion we have challenged Bango to a side by side, “third party” comparison, but they have yet to accept. Our experience has shown wild differences in stats collected by Bango and Admob. Have you found the same? Without putting both tracking codes on the page at the same time, how can you possibly give an unbiased opinion? Let’s see the side by side numbers…
I can only assume you left us out of the comparison because it would have made Bango’s data look wrong, and that was not the point.
I look forward to reading it in more detail and posting my comments on our blog.
Greg Harris
http://www.mobilewebanalytics.net
November 1st, 2008 at 8:15 pm
[...] msearchgroove » Blog Archive » UPDATE: Mobile Advertising & Analytics White Paper On Track; Re… Peggy talks about is marketing experience and the bango white pages she's setting up (tags: Bango white_pages mobile_marketing) [...]