Shaun Gregory from Blyk on mobile advertising
I came across an article in the printed version of mobile reseller magazine Mobile Today, but it is also on their blog, and I thought it worth a mention, because it amplifies everything I have been saying to date about mobile advertising.
In the article, (the bolding is mine for emphasis) Shaun who is the UK CEO of Blyk (the ad-funded 16-24 year old UK MVNO) says:
When it comes to advertising on mobile brands, the following should be considered:
- Put the consumer first – mobile advertising has to take basic user experience into consideration, since mobile phones are functional and personal devices.
Consider timing and context – one of the beauties of mobile advertising is the timing element.
Do not plan mobile advertising on a reach and frequency basis. Instead, build frequency through engagement, re-engagement and relevance.
Mobile advertising works alongside other channels as part of an integrated campaign and should be built into media plans.
Value exchange – I will cite Blyk as an amazing example of value for both brands and members. For brands, we offer an effective and efficient channel to create awareness, build engagement, drive sales and gather insight. For members, we offer free communication, entertainment, social currency, exclusive content and an opportunity for them to give an opinion.
I echo all of Shaun’s comments – especially those about relevance. Importantly, we need to get out of the “reach and frequency or go home” mentality of other media. With mobile, having a permission based relationship with each mobile subscribers by asking them what they like and what they would be interested in seeing in the way of advertising is key.
Mobile advertising WILL succeed. I have chosen to enter this area of the mobile ecosystem because with some 20 years experience in the telco, advertising and marketing space, I can see how the mobile will transform advertising.
It won’t happen overnight, and it won’t happen if we apply the same metrics and ways of previous advertising mediums, but if the industry takes a lead from what people like Shaun and myself are saying – we will be heading in the right direction.
Great article Shaun – we should catch up soon and swap notes!