Had the opportunity to speak at the Mobile Media Summit at Mobile World Congress event in Barcelona. It was a fun panel with some good questions from the audience. I wrote up a more glib review of it for JWT on our blog, below.
Did Mobile Video Kill the TV Star?
March 3, 2014 • by John Baker
John Baker has worked in interactive marketing for almost 20 years. He is now the President of dotJWT, a global program dedicated to driving digital growth for companies acquired under the JWT umbrella.
Earlier this week I was asked to speak on a Mobile Media Summit panel at the Mobile World Congress in Barcelona.
The subject was Did Mobile Video Kill the TV Star?
No question the Buggles had it right: Video Killed the Radio Star. When television emerged as the dominant broadcast medium in the 1950s,the radio guys were fighting with one arm tied behind their back.You need a hell of a voice to enrapture people when they are being seduced by super charismatic people working full screen video with bright smiles and perfectly timed hair flicks.
But mobile video? With its smaller screen and distracted audience? Can mobile video take down the Kardashians, Jeremy Clarkson and Yang Mi?
– See more at: JWT.com/blog
Innovative media always tends to have higher click-through rates when it first launches. E-Mail and banners dropped from 2% to .02% response rates. Remember when a fax guaranteed being placed on a business person’s desk? Maybe not, but regardless it isn’t surprising, people are curious creatures.
But there might be a bigger story here — basically one of how good targeting, good media choice and giving people the choice to watch make a big difference. The case study below is for Porsche on Xbox360. The panel with the click here is “interruptive” but the full ad is chosen. Another is Honda’s eco-charity campaign for the Honda Insight delivered on mobile. Again, a small banner leading to a large ad. It saw a click-through rate on mobile of 27%.
Kinect, the Xbox 360 controller-free add on, hits U.S. stores Nov. 4, followed by the United Kingdom the following week. Advertisers are attracted to the 24 million Xbox 360 members worldwide. On average, Microsoft sees between 3% and 9% click-through rates (CTRs) on campaigns, Alexander says. “We recently did a campaign with Porsche where they chose to launch the Panamera, and they saw a 6% click-through rate on their campaign. According to their own internal metrics, about 20% of those who explored the experience on Xbox Live went into a dealership.” MediaPostNews 28 September 2010
These are the STL blog notes from a talk I gave at the Telco 2.0 event in London:
We kicked off the workshop with a presentation from the new customer group: the advertiser. John Baker, Managing Partner at Ogilvy Interactive, highlighted several of the factors which would drive adoption of the digital and, especially, mobile channels from the advertiser’s perspective:
- Cost – make it cheap (and simple) to advertise
- Demonstrate audience growth
- Illustrate customer responsiveness through this channel – i.e. show a clear ROI to advertisers
- Be patient! There is a need for cultural change amongst advertisers. John highlighted this as a key barrier from the demand side for on-line and mobile advertising because brand managers and media buyers are measured and rewarded using metrics, such as Customer Reach, which do not easily square with the digital channels (where the focus is on engagement and interactivity).
Responding to these, John then suggested four areas of focus for Telco operators to add value:
- Make it easy to buy advertising – simple, low-cost and standardised
- Maintain growth of the on-line and mobile channels. In many markets this is less about adoption now (where markets are fully saturated for basic internet and mobile services) and more about HOW customers are using their PC and mobile. For example, growing content, entertainment and transactional services (e.g. mobile as a payment tool) is important.
- Produce credible research demonstrating the effectiveness of these channels.
- Educate the advertising community. It is not sufficient for operators to rely on a build-and-they-will-come approach. Instead operators need to educate advertisers on the benefits of their channel AND work together with advertisers to jointly develop solutions. The customer needs to be part of the development process.