Focus on mobile marketing

Focus on mobile marketing Christopher Bennett Commercial Director, Blyk UK Ltd. July 17, 2008

What is Blyk? The first free mobile service for 16-24s funded by advertising Media by ethos, operator by capability The fastest growing interactive media for 16-24s in the UK

Joining Blyk

Get an invite

Complete a profile online

Targeted and relevant communications sent directly to their mobile phone

3.3 billion mobile phones in operation today

2x as many mobile phones as TV sets

3x as many mobile phones as personal computers

53,000 mobile phones will be sold during this 25 minute presentation

Informa 2007 , The Business, The Computer Industry Almanac

A few mind blowing stats

Nearly every 16-24 year old in Europe owns a mobile phone

(95% in the UK and in Sweden it’s already at 100%)

BBC commissioning - 16-24 year olds, youth audience information

70% said they could not live without their mobile phone

Blyk Quantitative Consumer Research 2007, 16-24s in the UK. 619 respondents

So, why have advertisers been so slow to embrace this medium?

Mobile advertising is SPAM

Teens get free cell phone service in exchange for annoying ads.

Annoying me before I’ve even had a chance to interact with a company

or product does not inspire consumer confidence.

1. Conventional thinking =

What do young people say?

Q Research Advertising & Mobiles Report, 2007 UK

71% of young people surveyed would like to receive advertising messages targeted to their particular interests (more than double the response for non-targeted communications)

Blyk’s solution

Blyk members are 100% opted-in

and profiled

They’ve expressed genuine demand

For brands, Blyk enables precise targeting and detailed insight into

the habits, tastes and preferences of young people

Blyk’s solution

Messages related to anything that helps them to organise their lives

High value offers based on user preferences

Therefore advertising becomes a service for our members

Timely messages that link to user’s behaviour and interest

In mobile, content is king

CBS began selling television clips, games, ring tones designed to cell phones

.

Mobile phone becomes the Computer.

Mobile blogging, instant uploads.

Mobile internet/mobile data services?

73% of young people don’t use data services

IDC: Wireless Teen and Adult Consumer Entertainment Survey

2/3 say they use it once a month or less

2/3 of students found using the internet on their mobile such a poor experience, they gave up trying

InfoGin/Vansom Bourne, 2007

Why?

Access to content is a barrier.

Cost is a barrier.

Perceived value is minimal.

Not relevant to me.

Blyk’s solution

From the users perspective, the primary need to communicate

should drive everything in mobile

I call you, you call me. I text you, you text me.

Blyk’s solution

Blyk ad formats are based on the most dominant and most familiar pattern among 16-24s.... Messaging

Consumers and brands interact in a dialog

2-way communications

Brands ‘earn’ attention from relevant dialogue with consumers

Blyk’s solution – The Kooks wallpaper giveaway

3. Conventional thinking = Advertiser Mobile as a media is complicated Wireless carriers Airtime broker Platform technology Opt-in databases

Blyk Advertiser Blyk’s solution

Mobile is not as rich as other media

Small screen

Issues with quality or delivery

Blyk’s solution

Rich in relevance

Rich in engagement

Rich in user experience

Mobile advertising when executed correctly is not viewed as advertising at all...it becomes useful information Blyk benefits both brands and consumers, facilitating a relationship between the two Start with the right questions & the consumer will create time for the brand The future