Category Archives: Advertising/Marketing

Advertising and marketing for mobile devices

Networks/Broadcasters Look at Mobile Television

At the Future of Television in Hollywood a few days ago, a high-level panel took a look at the opportunities and challenges facing the television industry. Moderated by Bill Sanders, president, Pervasive Media, panelists included Tim Connolly, vp, mobile distribution, Disney/ABC/ESPN Media Networks; Kraig Baker, partner, David Wright Tremaine LLP; Jim Eadie, vp,

Bill Sanders moderates mobile TV panel

Bill Sanders moderates mobile TV panel

digital distribution, MTV Networks; John Lawson, evp, ION Media Networks;Steve Bradbury, vp, business affairs, GoTV Networks; and Jonathan Barzilay, svp, programming and advertising, MediaFLO USA.

Sanders started off by polling the audience on how many watched video on their mobile phone–streaming or downloading–or a weekly basis. As is typical for these casual polls, the answer was…almost no one. But Sanders wasn’t discouraged. “We need to move beyond it being a ‘gee whiz’ thing to where it’s a business,” he said. He asked every panelist to describe some development they’ve seen in the last year that has changed the game…or will change the game in the next 6 to 12 months.

Steve Bradbury, GoTV: I think when you go beyond the iPhone and start talking about the Android that’s come out of the box strong and will have a proliferation, that’s interesting. LG will do a store, Blackberry and Palm will have a store. The whole idea of carriers no longer being that central focus [is a game changer]. Handset mfrs trying to take back control of content is a coming trend.

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Fast & Furious: The 3D iPhone App

You’ve seen the bus ads…now check out the free iPhone app for Fast & Furious, which opens April 3. Mobilized TV had a chance to speak with Tyler Murray, director of emerging media at The Visionaire Group which created the mobile strategy for4 the movie.

Tell me about The Visionaire Group – what is it?

The Visionaire Group is a creative solutions agency for digital projects. The bulk of the work is done direct-to-client and mainly directly to the motion picture studios. One division does websites, another does display ads, and the third is emerging media group, which includes Facebook apps, widgets,and mobile capabilities.

For Fast & Furious, we worked directly with Universal. Our web group created the official website and we did a really cool desktop widget the user could download. It looks like a GPS, with lots of interactivity.

What about the mobile application?

We did the iPhone web destination. The reason Universal wanted to do something for mobile is that everything we did on the web is supported by Flash, which is supported on most mobile phones. So they wanted to do something specific to the iPhone [which doesn’t support Flash]. Another company had done some basic mobile web destinations for them. They came to us to take advantage of the iPhone. Our goal was to create something that had never been done before as a web-destination and use the features specific to the iPhone.Hollywood is about what’s cool. That’s what drives the marketing. We were trying to create a really cool experience.

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Mozes Kicks Up Brand Awareness at SXSW

If you’re creating mobile content, you’re marketing it. At SXSW, image001 Mozes‘ pics-to-screen technology took center stage at event producer/promoter C3 Presents’ 10th Annual Late Night bash, sponsored by Playboy. Pics-to-screen technology enables guests to send mobile photos to the venue’s display screen. MobilizedTV had the chance to speak to Greg Estes, vp of marketing at Mozes who talked about the ABCs of mobile marketing in confusing times.

Mobile marketing seems to have as many meanings as the people using the term. What’s the confusion here?

greg_estesThat’s true. If you type “mobile marketing” into Google, what will come up is everything from an ad agency that doesn’t have any technology all the way to Verizon and everyone in between. It’s helpful to draw ‘coarse grain segmentation’ of the marketplace. One is mobile ad networks. That’s basically doing advertising; people will sell inventory and space to take it into mobile. A second is building mobile websites, which helps people to take online properties and bring them into the mobile world. The third is around online direct marketing, or the mobile equivalent of direct marketing. That’s the category that Mozes is in. Some people call it CRM, or customer relationship management, but that means a lot of different things so I try to stay away from that term. It is about a customer community and having an engagement with them, and we do that for sure. There’s also a fourth category, which is mobile commerce or m-commerce. That’s taking your electronic storefront and bringing it into the mobile realm.

Can you describe what Mozes does?

We’re about being a platform for marketers to be able to send their message out to a community. We would further segment that in three ways. Usually most of our customers will do one of these three things: They do marketing when they don’t have a mobile list. The whole thing about mobile is it’s all about giving permission. Some people will run a mobile campaign or promotion or contest, to get people to interact with them, but not to build a list and build on-going engagement.

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Showtime’s Emmy Campaign Goes Mobile

Beginning this April, voting members of the Academy of Television Arts and Sciences (ATAS) will enjoy the exclusive ability to view full seasons of Showtime’s original series on their iPhones and iPodTouch devices. This is an industry first; the application developed and implemented by Transpera, a mobile video delivery and advertising network that has worked with Showtime on other projects. The password-protected application will allow voters to stream fullshowtime_4cl episodes directly to their handheld devices.Showtime also launched its password-protected website, developed with online video platform Brightcove, allowing voters to mark their ballots online.

Original Showtime series includes United States of Tara, Weeds, Dexter, The Tudors, Californication, Tracey Ullman’s State of the Union, Brotherhood, This American Life, Penn & Teller: BULLSHIT! and The L Word.


“This year, by providing viewing access via iPhones and iPodTouch devices, Showtime continues to offer TV Academy members even more convenient opportunities to enjoy and consider SHOWTIME original programming,” said Richard Licata, Executive Vice President, Corporate Communications for SHOWTIME

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Playboy Partners with MySpace for “Interns”

MobilizedTV broke news about Playboy’s original mobisode series “interns.” (Watch a trailer of ‘interns’ here.) Now, after a short delay, Playboy has announced that it’s partnered with MySpace for exclusive on-line viewing. For mobile viewers, “interns” will be available via Playboy’s WAP and iPhone sites, and distributed via its recently launched mobile “Playboy Audience Network” (mPAN), which includes Quattro Wireless, mywaves and Zannel. A Playboy spokesperson also said that “numerous wireless-network carriers will offer the series throughout North America” and that, in 2009, the mobisodes will be available in Europe, Asia, Australia, and South America.

The series was shown to groups of students at University of Illinois, University of Southern California, and New York University for feedback.

“Interns” is targeted at an as-of-yet untapped demographic: young, and fifty-fifty male/female. But Playboy isn’t leaving out its current readership. In the December issue of Playboy magazine–which will announce ‘interns”–readers are encouraged to take photos of the page’s “interns” logo with their phones. They then are instructed to send the shot to a shortcode in order to receive the behind-the-scenes series on their mobile phones. “Interns” has already successfully attracted an advertiser via product integration; interns distributed samples of göt2b’s magnetic men’s styling gel to pedestrians as one of their assignments.

Playboy Mobile includes elements of its iconic properties including Playboy Playmates, Cyber Girls, “Rock The Rabbit” musical artists, and Playboy-licensed products.

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Digital Hollywood: Mobile Commerce & Content

Santa Monica, CA—Last night I attended an opening event at Digital Hollywood, namely the party celebrating nominees for the upcoming Mobile Excellence Awards. At the Loew’s Hotel on the beach, guests were treated to a spectacular sunset, a view of the neon-lit Ferris Wheel on the Santa Monica pier and, of course, drinks and hors d’oeuvres. Enthusiasm is high for the actual Mobile Excellence Awards, coming up on December 8th.

Today, I attended a panel on Mobile Commerce & Content, moderated by Steve Bradbury, GoTV vp of content strategy and business affairs and featuring panelists Cheng Wu, Azuki co-founder/chair; Brian K. Johnson, senior vp, Americas and Asia Pacific for mBlox; Larry Berkin, vp of ecosystem and corporate business development for ACCESS Systems Americas; Virgin Mobile USA director of brand development & partnerships Ron Faris and AirPlay Network chair/CEO Morgan Guenther.

GoTVs Steve Bradbury

GoTVs Steve Bradbury

At Loew's Hotel

At Loew's Hotel

Sorry to say I missed the first part of the panel but came in at a perfect moment: when the discussion turned to advertising. Moderator Bradbury asked panelists what advertising model will work in the next 6 to 18 months. “Now it’s the original model of TV: we’ll give you content to get you from one set of ads to the next,” he said.

Guenther agreed with the “TV model” assessment and pointed out that his company’s model was focused on the live event. “When there’s a pause in the action, you look at the mobile phone and match it up with what’s happening in movie theatre or TV screen,” he said. “It’s all abut pacing and what the customer is anticipating.”

Virgin Mobile USA’s Faris admitted that his company doesn’t have the scale, but instead has a niche focused on youth. “Reach and frequency are tenets of advertising, but to bring relevance we’ve had to bring depth of experience,” he said. “We’ve looked at different ways of advertising. When we launched Sugar Mama, a model where you watch content in exchange for free minutes, we didn’t thave the scale to be able to compete. We were up against Google, AOL and so on. We tried to bring in WAP banners and text blasts to bring up the numbers. They were great for reach, but for depth of engagement, which is what we’re using, we were reincarnating things that annoyed us on the web. The WAP banner is nothing more than a banner ad. Text blasts are nothing more than spam. Geo-targeting is great but why do I care? If I get a text blast for Nyquil and don’t have a cold, why should I care? From our perspective, you have to understand what’s relevant and create a deep engagement. I don’t want to keep going in this direction – we have to move into a sponsorship model.”

Berkin pointed out that everyone is in the early stages of mobile advertising. “I come from the download pay- for-application model. It’s a scale business.” He also revealed that ACCESS Systems Americas has created a widget platform that’s ad supported that will roll out on smart phones across the world.

Johnson noted that the text message ad-supported model has taken off. “We’re watching that carefully,” he said. “We see a big increase in free-mium, where you get something for free but maybe you’ll pay something more if you like it. Micro-payments are our biggest growing segment, for example to pay 99 cents to send someone virtual flowers. A mixture of micro payment and ads will pay for content.”

Azuki’s Cheng said that “the mobile ad ecosystem is completely fragmented and totally isolated from advertising.” “Mobile is different from desktop,” he said. “You can’t put 30-second ad for 30-seconds of content. Advertisers have an inventory of 30-second spots, so their resources aren’t fitting the mobile ecosystem.”

One panelist noted that “before we see a truly ad-funded content model, I’d like to see a flourishing one online. “We’re closer to having that scale in the online context, for music in particular,” he said. “There have been attempts for fully ad-funded models but the numbers don’t work. Content costs are steep, and we’re a ways off until we see truly ad-funded mobile content.”

The last word came from Bradbury who spoke about metrics. “Metrics in the online world stink. The numbers are inconcistent. Metrics have to be much more standardized and effective. The same thing in the mobile space, so you can go to a media buyer used to seeing things in a certain way and give them numbers they understand in order to justify putting money into a mobile buy. Then you’ve got a viable campaign. But, for now, metrics are still a big issue.”

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Fox Reality Channel Launches On iPhone

Reality TV fans just got news that may have them rushing out to buy an iPhone. Fox Reality Channel, the all-reality, all-the-time cable/satellite network within the News Corp. with 50 million subs and climbing” just launched a WAP site for the first Apple iPhone mobile video service to feature reality-only content. “It was important for us to have video on the iPhone, which makes it easy to build community,” says Fox Reality Channel vp, business & operations, Ed Skolarus.

Fox Reality Channel is all about the video: Skolarus reports the channel does “over 170 hours of VOD on a lot of different platforms” including its exclusive partnership with Hulu and, for mobile users, a MediaFLO channel. “The iPhone is great for video,” he adds. “You can watch it and share it easily. Being in the video business, we’re about video advertising.”

That’s where Transpera, a platform for monetizing web videos on the mobile platform, comes in. “We power Fox Reality Mobile Video soup-to-nuts,” says Transpera founder/CEO Frank Barbieri. “They give us the videos and then we format them and deliver them to the iPhone along with targeted display and in-screen rich media ads like pre-rolls and overlays.” Current Transpera customers include MTV Networks, Discovery Networks, the Travel Channel, CBS News, Associated Press, and Accuweather.

Much of the content on the mobile Fox Reality Channel will be original, says Skolarus, who notes that they produce five original series a year as well as acquire content from Fox, CBS and NBC. Reality fans will get real-time updated information and original “bonus” content for original series “Battle of the Bods,” “2008 Fox Reality Channel Really Awards,” “Solitary,” “The Academy,” “Gimme My Reality Show!,” “Reality Binge,” and “Night Club Confessions.” A Send-to-Friend feature allows users to share their favorite video content mobile-to-mobile.

“Within the application, there are nine different categories, with 10 to 15 videos in each category, so it’s quite a lot of video,” says Skolarus. “My boss David Lyle, former president of Fremantle, understands that from the initial kick-off meeting you have to have the other platforms. involved. It’s not just repurposing what you have. It’s about having content shot for a lot of digital avenues.” Since its launch three years ago, Fox Reality Channel now has 2,500 digital episodes in the can.

For its original series, Fox Reality Channel has another crew working side-by-side the main crew, shooting content specifically for broadband, mobile and Hulu among other platforms. “It’s a big commitment,” he notes. “We’re lucky enough that reality is a good lean-forward experience with high engagement and it also skews well for iPhone.”

At time of launch, Skolarus and Barbieri declined to talk about specific advertisers, noting that many still play a wait-and-see game when it comes to new media. But Barbieri points out that mobile “gets higher engagement across the board.” “The mobile phone is such a personal device and commands so much attention of high-consuming audiences,” he says. “We see great recall numbers, great brand attribution numbers, much higher than on the web.”

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