Top Story

e4m_logo.png

Home >> International >> Article

International: Phoning It in: Content created by cell users will be ad 'Bonanza'<br>Mobile helps marketers engage consumers and may catapult MySpace, YouTube to new heights

29-March-2007
Font Size   16
Share
International: Phoning It in: Content created by cell users will be ad 'Bonanza'<br>Mobile helps marketers engage consumers and may catapult MySpace, YouTube to new heights

The allure of consumer-generated content -- and the ad revenue it could generate -- has fueled two of the biggest deals in the digital space, Google's $1.6 billion YouTube purchase and News Corp.'s $580 million MySpace buy. The next space for user-generated content to conquer: the mobile phone.

"User-created-content distribution will be gigantic," said Roger Wood, senior VP-general manager, Americas region at Amobee Media Systems. The company allows advertisers to help fund mobile content and entertainment services. "The promise of user-generated content is the converse of the risk," he said. "It's a bonanza for advertisers."

The value of 'smack-talk'

Marketers are already dabbling with consumer-generated content on the mobile phone. Hewlett-Packard is sponsoring HP Courtside, which enables the "smack-talk generation" to post barbs and videos from cellphones to a Yahoo college-basketball page. "There needs to be some value to the user," said Mary Bermel, HP's director-interactive and emerging media. "Mobile needs to be part of a broader experience and a complementary piece to existing activity," she added.

Other marketers have tapped user-generated content as a way to enhance traditional media. Music promoters have shown live mobile messages from audience members during concerts. Nike, Intel and others have displayed consumer-created photos and other content on billboards in high-profile locations such as Times Square. More than four dozen radio stations nationwide sell advertising on interactive radio programming, said Jack Philbin, co-founder and president, Vibes Media. "Marketers are embracing this," he said.

Social networks go mobile

Mobile might be the platform that catapults Facebook, MySpace and LinkedIn to a new level, Amobee's Mr. Wood said. "Anywhere, anytime, instantaneous communication -- that's a big deal," he said.

Helio, a mobile virtual-network carrier jointly owned by SK Telecom and Earthlink, was the first to launch with MySpace Mobile. It was the cornerstone of a marketing strategy that positioned Helio as a device that connects friends. More than 70% of Helio subscribers use MySpace on their phones, said Helio spokesman Rick Heineman. However, Mr. Heineman said it's "more of a communication tool vs. a user-generated-content tool." Helio had 70,000 members at the end of December and is expected to grow to 100,000 by early this year.

No usage data was available from AT&T, which also offers MySpace as well as YouTube. A Verizon Wireless spokesman in an e-mail said Verizon's two user-generated-content channels, Revvr and YouTube, were launched in December on its V Cast service. "They have consistently been among the top-performing channels on the service," he said.

Ringtones and e-mail wanted

In a February Jupiter Research survey, 28% of teens said they wanted MySpace access on their cellphones, compared with 12% who said they wanted access to YouTube. They were most interested in mobile content such as ringtones (30%) and e-mail and instant messaging (27%).

Emily Riley, Jupiter Research's online-advertising analyst, said 7% of consumers create and maintain blogs, while three times that many, 21%, read or respond to blogs by posting messages. "People are interested in small snippets -- it's very well-suited to mobile," she said.

The success of user-generated content in the mobile space also will hinge on its cost to consumers, said Daniel Rosen, head of AKQA Mobile. "As the price of downloading [video and other content] goes down, the popularity will go up." He added: "At the moment, we advise clients to wait and see how big the audience is there."

Others aren't ready to bet everything on user-generated content. ZooVision, a Kalamazoo, Mich.-based mobile-content company, develops streaming audio, video, podcasts, cartoons and even an anime network supported by marketers and free to consumers. "Professionally created content is what people want in the end," VP Sean Berne said.

Source: Adage

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...