Advertising In Mobile Social Networks
Just two weeks after release and my new white paper (Mobile Advertising For The Masses) counts 500+ downloads. (Again, I am honored that Bango (white paper sponsor) refers to me as a “mobile guru.”) I always endeavor to communicate complex ideas in a way that everyone will understand, and am told people enjoy my accessible and entertaining writing style. But the real reason behind the popularity of this hands-on analysis of campaigns across three mobile social networks (BuzzCity, itsmy.com, and Peperonity) is timing. Mobile social networks are on the rise (a recent Informa report counted 200+ of them) and open for business.
This time I evaluate the analytics capabilities offered by three ad networks: BuzzCity (BuzzCity), itsmy.com (itsmy.biz), and Peperonity (AdMob). I also compare the depth and breadth of analysis they provide, and examine the need for an additional comprehensive mobile analytics package to connect the dots, fill in the gaps, and give me the big picture view of what my campaigns achieved and how I might use this insight to plan and target future campaigns.
It’s an essential read for marketers who want to tap into mobile social networks (and the ad networks they provide) to drive positive results.
I won’t go into the details here (for that you’ll have to download the free white paper), but I can say BuzzCity came out on top, allowing me to visibility into who my customers are (gender), where they are (location down to the U.S. state level), and handset make and model, for a start.
itsmy.com also allowed me to hone my campaign to target my key demographic, but outdated order and payment systems dampened my enthusiasm. Peperonity also had a few highpoints, but hasn’t quite reached its full potential.
Disclaimer: Bango is an MSG supporter.
April 15th, 2009 at 12:57 pm
Great report but I noticed that you marked down admob due to the lack of ability to specify a buy only on Peperonity. The issue I have with that is that admob will never allow you to target specific site as they are basically a blind network. This would go again what their USP is. I understand your point, but just wanted to bring that to your attention.
April 15th, 2009 at 2:21 pm
Thanks for your comment Christian, I realize that this level of targeting is not possible. I point it out so other mobile advertisers know this and also understand that they cannot buy only Peperonity. It’s a how-to white paper and I felt obligated to note this.
April 15th, 2009 at 2:23 pm
Is blind good?
I thought in mobile marketing the beautiful thing was its ability to greater accuracy and insight – which makes commercial messaging more:
[1] relevant
[2] timely
[3] contextual
Like the BMW mobile marketing campaign that received a 30% response rate, which works out to $60,000 spend $45m return
Alan Moore
April 15th, 2009 at 2:44 pm
Thanks Alan for pointing that out and taking the discussion where it really needs to be. Contextual and relevant advertising was outside the scope of my paper, but should nonetheless be a business imperative. And it’s not a warm-and-fuzzy model; your example shows it pays (!)