Mobile Marketing Association Debuts Rules, Advertisers Comply

The Mobile Marketing Association has announced new guidelines for mobile advertising, and advertisers have fast expressed a willingness to follow them, reports ClickZ.

The guidelines were developed by the group as a way to try bringing uniform experiences to mobile users across the globe, as well as ease the creation of mobile campaigns.

Recommendations for banner ad sizing, appropriate file sizes and the amount of text are all covered in the new guidelines. Of note is express advice to explicitly label all ads as such, to ensure users are aware of the presence of sponsored placements.

These recommendations join those that the MMA issued just months ago, dealing specifically with advertising to children.

Companies including Yahoo, Enpocket and Admob announced they will gladly follow the MMA's new order. Yahoo said its mobile ads would be fully compliant by the year's end.

DoubleClick launches mobile advertising service

New York—DoubleClick announced the launch of DoubleClick Mobile, a new service for mobile advertising.

DoubleClick Mobile integrates operational processes for scheduling, targeting, selecting and delivering ads on mobile Web pages with publishers’ existing digital channels.

Features of the new service include automatic ad selection, new mobile ad formats, third-party impression tracking, device preview and handset capability targeting.

DoubleClick Mobile is integrated with DoubleClick DART for Publishers to manage digital ad campaigns. It gives media companies the ability to sell and manage ad inventory across online display, rich media, video and mobile devices.

MySpace to Debut on Mobile Platform

Fox Interactive is debuting a free mobile-friendly version of MySpace, reports The Boston Globe.

The introduction of complimentary, all-carrier access to MySpace is made possible through advertising support. Paid access was available before, but only through a handful of carriers. Paid "premium" access will still be available and will include more functionality, such as cell phone image uploading.

With the ad-supported version of MySpace mobile, users can make text-based updates to their profile pages, such as updating blogs and leaving comments.

Banner ads and sponsorships will make up the first ad efforts on the mobile version. Ad-targeting based on cellphone data and user location will be introduced later on.

Wi-Fi, Mobile Phones: A New Health Risk?

While major cities around the world rush to offer free wireless Internet access, critics are questioning the long-term health impact from exposure to electromagnetic waves. Studies on mobile-phone users to be released next year will focus on people with brain and neck tumors.

IHT.com has the full story.

Audited Mobile Advertising Audience Composition Metrics Released

Mobile advertising effectively reaches some of the most desirable, yet elusive, media consumers - if the responses from a survey of the AdMob publisher network by M:Metrics are an indication, writes MarketingCharts.

Some 65.5 percent of respondents were 18-34-year-olds, with broad demographic reach into various sub-segments, according to the third-quarter survey that covered more than 2,000 mobile.

Numerous sites that target African-Americans have audience compositions in excess of 50 percent of that elusive 18-34-year-old demographic, whereas the ethnic group comprises only 6.3 percent of the mobile population, according to M:Metrics.

Similar results were found for females (sites with audience composition over 60 percent females, versus 42 percent of mobile browser population) and Hispanics (sites with over 35 percent Hispanic composition, versus 18.5 percent mobile browser population), among other demographic profiles.

M:Metrics simultaneously announced a more broad launch of its M:Audit mobile advertising tool, which uses on-device survey technology to measure the audience composition of mobile web properties.

"Brand advertisers can now reach their target audience on mobile phones using sophisticated demographic targeting," said Omar Hamoui, CEO, AdMob.

The M:Audit service provides third-party audited composition metrics for mobile domain owners, ad networks and content providers.

Mobile Ad Spending Boom on the Horizon, says Myers

Slow to catch on, mobile advertising is about to enter its heyday, according to the latest ad spending projection from The Jack Myers Media Business Report.

The forecaster believes advertisers are currently spending about $500 million annually on mobile advertising but will increase that amount by 120 percent next year and reach about $1.1 billion.

The spending won’t stop there, said report publisher Jack Myers. He estimates another 120 percent boost in mobile spending for 2009, meaning marketers will shell out about $2.4 billion to dangle their goods and services in front of mobile device users. According to his forecast, 2009 should be the year mobile advertising draws 1 percent of the $254 billion total ad spend.

“Mobile advertising, in 2005, was at virtually the same level as gaming advertising," said Myers in an interview. “It was growing at a fairly parallel rate with gaming.” However, if his projections prove correct, mobile ad spending will grow twice as fast as game ad spending in 2009.

While it will not come close to the growth rates of either mobile or game ad spending, general Internet advertising -- including search and video -- is still on the rise. Myers projects online spending to increase 20 percent, to $16.7 billion, this year. Similar growth rates should follow, according to Myers: Online/Internet should see 24 percent gains in 2008 and 28.5 percent growth in 2009.

He said video advertising will be the heavy hitter of the online advertising lineup. “Search growth is slowing, but everything to do with video is accelerating,” said Myers. While monetization of YouTube and other user-generated video is a hot topic these days, Myers said the big growth in online video ad spending will benefit large, commercial sites. “More the CBS, Disney professional type video,” he said.

While online advertising is growing, it still amounts to a small slice of overall marketing budgets. “In 2007, online represents 7.2 percent of total advertising and advertising represents 31 percent of total marketing,” said Myers. Noting that online represented only 5.3 percent of total advertising in 2005, Myers predicts it will have doubled to 10.5 percent by 2009.

Myers forecasts overall media advertising will increase 6.9 percent in 2008 and 3.1 percent in 2009, and his report notes categories untracked by some other forecasters, such as cinema, mobile, games, branded entertainment, satellite radio and custom publishing, are expected to collectively grow 20.3 percent this year, 18.4 percent in 2008 and 18.5 percent in 2009.

Meanwhile, Myers projects newspapers will sustain the largest declines in ad spending. He said the papers will lose 4.6 percent in ad revenues in 2007, 2.4 percent in 2008 and 4.5 percent in 2009.”

Mobile Phones 'More Relevant' Than TV for Ads

Media and advertising companies are starting to latch on to people's mobile phones by beaming ads to them using Bluetooth technology. Such ads are expected to become commonplace. Industry observers say they allow for better targeting than mass media like television or radio.PARIS (Reuters) - Your cell phone may be one of the last spots around that's relatively free of advertising -- but not for long. Media and advertising companies have found a way of latching on to people's handsets by beaming ads to them via Bluetooth, the same technology used in some hands-free headsets.

Here's how it works: When you're standing less than 10 meters away from a Bluetooth interactive billboard, window display or concert hall booth, you'll be asked if you want to switch on your Bluetooth function and accept a file. That file could be a video, a song or an offer of rebate coupons.

As you are strolling down the Champs Elysees, for instance, don't be surprised if one day Lancome, using the technology, invites you to test its newest perfume in a nearby shop. You may also find yourself on the receiving end of ad clips from Coca-Cola or a Warner Bros. preview of its "Happy Feet" animated film.

"A mobile phone is the one electronic device most people carry with them at all times, so it is too good of an opportunity for media companies and advertisers to miss," says Nick Jones, wireless technology analyst at Gartner research house.

But cellular phone operators aren't showing much enthusiasm for Bluetooth marketing since it's free for the consumer and often does not generate extra revenues for them.

Instead, mobile operators such as Orange favor a rival technology to Bluetooth called Code 2D - or QR (quick response codes).

These bar codes, already used in Japan, are read by camera phones and send the user directly to a Web page. Accessing a Web site requires a subscription to a wireless Internet connection for which users usually have to pay.

"Bluetooth does not answer all our needs for mobile marketing," Jean-Noel Tronc, head of Orange Mobile in France, told Reuters in an interview. "For us, Code 2D is much better."

Orange, which also operates in the UK, Poland and Spain, has asked manufacturers -- starting in early 2008 -- to supply it with camera phones with Code 2D capabilities.

BYPASSING OPERATORS

But advertisers don't necessarily need the support of operators. After all, consumers can use Bluetooth to download files regardless of which operator they have chosen, or even without one.

So don't be surprised if Bluetooth ads become commonplace down the road. After all, they allow for better targeted and more relevant advertising than mass media like television or radio.

"Mobile marketing is a one-to-one relationship, while TV or radio marketing is one-to-many," says Gartner's Jones. "Mobile phones take this personalized form of marketing a step further."

Something else to take into account with such marketing is whether it will simply annoy consumers.

Fabien Beckers, CEO of Paris-based mobile marketing firm Kameleon, rejects the idea that such ads are just spam, since consumers receive them only on an opt-in basis.

Still, most agree that for Bluetooth marketing to work, consumers need to get something out of it. The picture of an insurance company's logo probably won't attract much interest.

"It (mobile marketing) has the potential to become a significant player in the marketing world as TV advertisers struggle to get people's eyeballs," says Jon Hudson, senior vice President of PC, automotive and consumer business units at CSR, "But it has to be more than 'your next McDonalds is 200 meters on the left'."

Some local authorities believe Bluetooth proximity communication has a future in the public services arena as well.

This month Paris City Hall has started offering maps and updated what's-on guides beamed from 20 of the city's self-hire bike stations, which have been all the rage since they were installed in July.

"We are trying to test the public's ability to use Bluetooth and their appetite for such 'take-away' information," says Jean-Philippe Clement, the Paris City Hall IT official who oversees the bike station Bluetooth project.

Nokia to acquire Enpocket to create a global mobile advertising leader

Enpocket to provide Nokia with a platform to accelerate scaling of its mobile advertising businessEspoo, Finland - Nokia and Enpocket today announced that they have entered into a definitive agreement for Nokia to acquire Enpocket (www.enpocket.com). Enpocket is a global leader in mobile advertising; providing technology and services that allow brands to plan, create, execute, measure and optimize mobile advertising campaigns around the world. By acquiring Enpocket, Nokia will accelerate the scaling of its mobile advertising business, leveraging Enpocket's platform and strong partnerships with advertisers, publishers and operators. In addition to key assets, through this transaction Nokia is gaining a team with strong expertise in global mobile advertising across disciplines.

"Nokia has already announced its intention to be a leading company in consumer Internet services and we believe that mobile advertising will be an important element in monetizing those services for our customers and partners. Enpocket's mature leading edge platform and people expertise are a strong fit with Nokia existing capabilities in the mobile advertising market," said Tero Ojanperä, Chief Technology Officer, Nokia. "This acquisition is a game changing move to bring the reach and depth of Nokia to organize the market across the world, and make it easier for an ecosystem to develop."

Enpocket is a privately-owned company, established in 2001 and headquartered in Boston, Massachusetts, USA. The innovative technology that drives the Enpocket platform is a mobile advertising campaign management and delivery system distinguished by advanced consumer insight, targeting, and measurement. The platform can deliver mobile advertising across multiple formats including SMS, MMS, mobile Internet advertising, and video. Enpocket is powering mobile advertising for leading mobile operators and publishers across the globe and has an ad sales force that is working with large brands.

"Effective interactive advertising on the mobile device can create tremendous value for the mobile industry while bringing new Internet services to people around the world," said Enpocket President and Chief Executive Officer, Mike Baker. "Enpocket and Nokia are combining to provide the leadership needed to define, build and standardize globally the business of mobile advertising so that brands can easily and efficiently engage consumers on their personal devices."

The agreement is subject to customary closing conditions and is expected to close in the fourth quarter of 2007.

Google Brings AdWords to Mobile Search

After a year in beta, Google has opened AdWords to its Mobile Search product.

Keyword management will be integrated into the existing AdWords user interface. Ads will appear in the mobile platform unless advertisers actively decide not to participate, reports ClickZ.

Mobile Search listings will be free until November 18. After November 19, AdWords users must opt out, or they will be charged for mobile clicks.

However, Google notified AdWords users that only ads with mobile-adaptable landing pages will qualify for inclusion in Mobile Search.

Sprint Nextel to Debut Mobile Shopping

Sprint Nextel has debuted a new service allowing shoppers to compare and buy products using mobile phones, reports The Associated Press.

The Mobile Shopper lets people use their phones to compare prices on products from a variety of retailers, both large and small. If they find the right product, customers can then buy the products right from their phones.

Sprint, which does not take a cut of the purchase, is using the service to attract and retain customers. The company is hoping that mobile shopping, once confined to ringtones and wallpapers, will resonate with customers just as online shopping did.

The process of making handheld purchases has seen some sophistication of late. PayForIt, which enables users to charge select services via mobile, recently debuted in the UK. Google has patented Gpay, dubbed a potential "PayPal of mobile," and Apple's browser- and wi-fi-ready iPod and iPhone enable users to purchase items directly from the internet and at Starbucks.

ESPN Taps AdMob to Serve Mobile Ads for Cricinfo

Cricinfo.com, a major professional cricket content source, has just tapped AdMob to assist in monetizing mobile internet traffic.

AdMob boasts a large advertiser base in countries most crucial to professional cricket, including India, Pakistan, Australia, South Africa and the UK.

The liaison is marked as one of the first global and local mobile advertising partnerships, with AdMob committing to serve ads globally for Cricinfo in addition to permitting advertisers to target local markets.

UK-based Cricinfo was purchased by ESPN early this summer. It reaches about seven million cricket fans per month.

What Steve Did in the UK

The Business published a very interesting article on the introduction of the iPhone in the UK

The article states; "Think of the possibilities, the Vodafone executives said. You’re walking down the high street and your iPhone – complete with tracking system to pin down your location and armed with a profile of your shopping preferences – alerts you to a special offer in the shop just ahead of you. It would be the ultimate in targeted advertising – or as critics would put it, the ultimate Big Brother intrusion."

The iPhone could debut in Britain as early as next month – on a Tuesday, the day favoured by Apple for its launches – with O2, owned by Spain’s Telefonica, likely to be the exclusive network provider (as AT&T is in America). It would sell for between £250 ($503, e370) and £399. An October launch would ensure the product is on sale in time for the crucial build-up to Christmas; some have suggested a November launch, which would be a blow to Apple.

Read the full article here

Ericsson CEO Carl-Henric Svanberg: Mobile broadband is becoming a mass market

With 128 commercial HSPA networks rolled out and more than 300 HSPA devices available around the world, mobile broadband is moving quickly toward becoming a mass market, Ericsson President and Chief Executive Officer Carl-Henric Svanberg said today at the company's Strategy and Technology Summit in London.

As evidence he gave several examples where, in commercially launched HSPA networks, data traffic has quadrupled over the past year and is accelerating. Ericsson has laid the foundation for this development with its technology, which connects more than one billion people around the world.

Svanberg said: "This is an exciting development in our industry. HSPA with speeds of 7.2 Mbps is now being launched, and we will see embedded modems in early 2008. This indicates that mobile broadband is already becoming part of our daily lives."

Svanberg also elaborated on the continued demand for telecommunications in developing markets in which GSM is built out for coverage and capacity and, in parallel, networks are upgraded to HSPA.

Svanberg continued: "We see clearly that the mobile phone will be essential in closing the digital divide. Mobility is a key contributor to productivity and quality of life in developing countries".

In mature markets, mobile broadband services are becoming more prominent in peoples' lives as networks become capable of delivering them. At the same time, there are major expansions in fixed broadband networks, in which intelligence is being moved toward the edge.

Other speakers from Ericsson at the Strategy and Technology Summit were Karl-Henrik Sundström, CFO, Joakim Westh, head of strategy and Håkan Eriksson, Chief Technology Officer. Featured were also speakers from Sony Ericsson; Miles Flint, CEO, Björn Ahlberg, head of Content & Service Development, and Howard Lewis, head of PBU Entry.

Ericsson and Endemol sign global partnership

Ericsson and Endemol International B.V. today announced a global partnership agreement to develop interactive TV and user-generated content via Ericsson's 'Me-On-TV' solution.

The Ericsson 'Me-On-TV' solution was developed in partnership with Endemol, a global leader in TV and digital entertainment, and Dutch technology company Triple IT.

'Me-On-TV' is a network and device-independent technology, allowing consumers to upload, publish and share live or pre-recorded video content via any mobile device, from anywhere to any screen around the world. Consumers can transmit to websites, TV broadcasts, or stay in contact with friends in a community. It also allows broadcasters, internet sites, and mobile network operators to directly manage live and on demand content via state-of-the-are editorial management tools.

Jan Wäreby, Senior Vice President and Head of Ericsson's multimedia business, says: "This global partnership flags Ericsson's commitment to establish a leading position in multimedia. It shows our partnership approach with innovators in complementary fields to develop consumer solutions for multiple screens that can benefit media companies and operators alike."

William Linders, Executive Director of Digital Media at Endemol International, says: "We're delighted to be working with Ericsson on this exciting new technology. The market for digital content is rapidly evolving and 'Me-On-TV' could have a significant impact on the way consumers interact with TV and digital media."

'Me-On-TV' will be offered as a white-label service to content aggregators such as broadcasters, internet sites, and network operators. It will be delivered as an end-to-end service, fully integrated, hosted and managed by Ericsson.

Endemol will act as a distributor for 'Me-On-TV', licensing the technology as an integrated service in existing and newly developed TV and multimedia formats. 'Me-On-TV' is already being used by Endemol in the Netherlands. Last season's Big Brother TV series saw ex-housemates using the technology to communicate with the house, and this week Endemol in the Netherlands launched the "Ik op TV" format on TV and the internet, in which 'Me-On-TV' is used by citizens to broadcast live and recorded content from their mobile phones, as well as to broadcast live interviews to the program.

iPhone Tops SmartPhone Sales in June

The iPhone has leaped past its competitors to become the best-selling smartphone on the market in July, its first full month of sale, according to Reuters.

The iPhone accounted for 1.8 percent of all US mobile handsets during the month. Those most likely to buy the iPhone were male, over 35, with a college degree, according to iSupply.

Further, a quarter who bought the iPhone switched to operator AT&T, which has an exclusive contract with the phone.

Apple's two models beat out Research in Motion's Blackberry series, the entire Palm offering, and any individual smartphone model by Nokia, Samsung, or Motorola.

What's more, it also tied the current top-selling "feature phone" — or phones with features like mp3 and camera capabilities — LG's Chocolate. An analyst from iSupply said the iPhone is historic in that it competes with both smart- and feature phones, making it a "crossover phone."

ISuppli estimates that the iPhone will sell 4.5 million iPhones this year, and 30 million by 2011.

Ericsson unveils innovative 'green' base station site concept with Scandinavian design

Ericsson today unveils an innovative radio base station site concept that is not only better for the environment but more cost-efficient to adopt and run, and more attractive to look at.

The modern design, from renowned Scandinavian architect Thomas Sandell, is a completely new approach to site architecture - the 5m-diameter, 40m-high flexible concrete tower encapsulates all radio base station equipment, including the antennas.

The aesthetics of the site concept, named the Ericsson Tower Tube, have been further enhanced by the choice of construction materials. The flexible concrete tower can be colored and branded to the operator's specific needs to either blend in with its surroundings or become an attractive landmark for the local community.

And the concrete itself has a lower environmental impact than traditional steel, producing 30 percent less CO2 emissions during production and transportation.

Diverging from standard design, the radio base station is placed at the top of the tower cutting the distance between it and the antenna. This gives capacity and coverage benefits for the cellular network and can together with the fact that no active cooling is needed reduce energy consumption up to 40 percent.

Furthermore, as the new design occupies less land, 60-75 percent less than conventional sites, site acquisition is easier. Being a self-contained structure, operators can also avoid the need for security fences and the cost of maintaining and patrolling them.

Ulf Ewaldsson, Vice President and Head of Product Area Radio, Ericsson, says: "The appearance of radio base station sites has not really been considered before. They have essentially been a steel tower and a container surrounded by a chain-link fence.

"With this new approach, we not only create a more attractive look for this essential piece of community architecture, but we have also developed a design that is better for the environment and more cost-efficient to run."