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Archive for March, 2008

CONNECTING AFRICA – FOLLOWUP

March 31, 2008 Leave a comment

In September ’07, Kok Fung’s blog “Connecting Africa”, reported on the phenomenal activity of the mobile internet, especially in South Africa. Since then we have seen more traffic from the African continent, particularly from the northern end, in Egypt.

In Q1 of 2008, we served more than 26 million banners to Egyptian users. This is a growth of 5,400% against the first quarter of 2007 when we served only 490,000 impressions. During this period, Saudi Arabian traffic grew by nearly 900% to 22 million banners.

Advertisers, like Mozat from Singapore, have been quick to take advantage of the rise of the mobile internet in the Middle East and have targeted campaigns to Egypt and Saudi Arabia.

All in all, it has been a busy first quarter. We delivered 3 billion banner ads (whew!). And we deployed new services in Croatia, Iran, Namibia, Nepal, the United Arab Emirates and Yemen.

myGamma now serves mobile networkers in 68 countries.

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Categories: Uncategorized

BuzzCity Road Show 2008

March 18, 2008 Leave a comment

BuzzCity is launching an educational road show aimed at marketing and media professionals who are interested in tapping the marketing potential of the mobile internet.

The series will provide clarity on the evolving value chain. Participants also identify key elements & players while evaluating the inclusion of the mobile internet as part of their overall marketing mix.

The seminar series kicks-off with a half-day event on 9th April 2008 at the Orchard Hotel, Singapore and continues on to India, Malaysia and Thailand in the months ahead.

Here’s a rundown of the topics to be covered in each session:



1. The Mobile Internet

  • Who uses the Mobile Internet?
  • BuzzCity Global Wireless Communities Report
  • Consumer Behaviour, Usage & Access
  • The Marketing Value Chain – who does what?

2. Mobilize Your Content

  • What’s involved?
  • Challenges in Mobilising content
  • Reducing time to market
  • Role of content publishing and management

3. Mobile Marketing For Your Content / Brand

  • Mobile marketing evolution
  • Challenges of mobile marketing
  • WAP marketing – integral part of the overall mix
  • Campaign case studies – various campaign mechanics

4. Mobile Internet Marketing & Advertising

  • Working with a Banner Network
  • Gamma Mobile Marketing Primer
  • What to look for in a network – features, matrices, etc.

The road show will move to Mumbai (May ’08), Bangkok (Jun ‘08) and Kuala Lumpur (Jun ‘08) where issues key to each market will be addressed by major industry players.

To get more information and to book seats please email partners@buzzcity.com with your enquiry.

Categories: Uncategorized

CREATIVE TARGETING

March 17, 2008 Leave a comment
By Hisham Isa, Vice President (Marketing)

“Geo-targeting” is a hot buzz term in the mobile industry these days. It’s basically a fancy way of saying “Let’s have a different ad for every locale. Let’s customise our message based on where someone’s from or where they happen to be right now.”

Targeted advertising isn’t new. It’s actually been with us for a long time. The best example is The Yellow Pages, not the one you get online now but the voluminous hard copy that used to be delivered door to door. In many countries, these business listings and ads were customised by postal codes or districts. Consumers in Jefferson County received a different book than someone in neighbouring Oldham County. This made sense, right? Targeting helps brands deliver the right message to the right customer, i.e. those customers most likely to make a purchase. And from the consumer’s perspective …. when you’re looking for a plumber, you want a professional who will come to your home, not someone who will have to travel from far away.


COSTS AND BENEFITS
In
today’s mobile age, the big question about geo-targeting is just how far do you drill down, how specific should we get. Do you localise all the way down to street level so that someone on Robinson Road gets a different message than a person on Cecil Street?

Relevance is the key here and geo-targeting helps advertisers connect better with consumers. However, as in any business activity, there are costs involved. In this case, there’s the cost of tailoring the creative content plus the cost of disseminating each ad. Advertisers need to know the number of people who will see – and act on – each local ad and then do a cost benefit analysis. What’s the cost per viewer? The cost per converted consumer?

How granular can you get before you lose the critical mass that advertisers need?

SPAM DOESN’T WORK
With mobile devices, there’s another element to think about as well. Phones are personal devices. Users decorate the screens with customised screensavers. They download ringtones and other bling. Cyber-hawking, based solely on proximity, is like trespassing. You risk a severe consumer backlash not to mention a poor response rate.

So highly-targeted mobile campaigns need an opt-in element. For example, at a cinema, users can be asked to use their phones to rate the film. Movie-goers will participate if they’re offered a chance in a lucky draw or a discount on their next movie ticket.

One company that has done it right is Kodak India. They ran a campaign on the myGamma network called “Shoot It, Win It” that encouraged consumers to take digital photos and print them at a Kodak shop. Participants stood a chance to win prizes. Thanks to country-specific targeting, the Kodak ad banners were only seen by Indian users. After clicking, these consumers were directed to a registration form and a store locator with a drop-down menu that had state and city listings. The campaign engaged consumers and helped them to locate a photo store nearby. Plus, Kodak India registered new sales as well as gathered information from the participants who opted in.

FILTERING
Here at BuzzCity, we call this “filtering” – drilling down to get the targeting desired, so advertisers can differentiate between consumers in Boston and Bombay and between inner-city Chicago and the suburbs. Other filtering techniques include personalised local news, classifieds, price guides and restaurant directories.
Another way to filter is to target based on consumer interests. Ad agencies should take a look at the niche communities sprouting up across the mobile space – from newlyweds to sports enthusiasts – and tailor creative campaigns to them.

You see, you don’t need GPS to locate your consumers. To paraphrase Bill Clinton, “it’s the content, stupid” not the technology.


FOOTNOTES
myGamma has added four new countries. Welcome Croatia, Namibia, United Arab Emirates and Yemen! We are now in 66 countries and have 2.5 million members. The Gamma advertising network, meanwhile, is serving one billion ads every month. That’s a jump from 2007 — which was already a good year – when we served 5 billion ads. The Gamma network should top that figure by June.

Categories: Hisham Isa

WAPmaster Toolkit for myGamma Publishers

March 13, 2008 Leave a comment

More publisher tools to enhance site usage and improve revenue potential

BuzzCity is committed to partner development and continues to invest in applications aimed at maximizing partnership opportunities. As part of this effort, the myGamma Associate Program offers publishers WAPmaster services to enhance their sites.

The WAPmaster Toolbox, which is an extension of our publisher programme, provides myGamma partners with applications that improve site ‘stickiness’ and offer revenue sharing opportunities.

Toolbox applications include:

1. Global weather information and forecasts
2. A 36-language translator
3. Wikipedia
4. An English dictionary
5. Stock quotes
6. A blog reader (that adapts posts on Blogspot, WordPress for viewing on mobiles)

Recently added to the Toolbox are more community oriented features that allow visitors to partners’ sites to create their own blogs and start discussion groups.

The latest series of tools are particularly useful to partners as this not only shortens their development and deployment cycle but also allows them to tap into a ready audience of mobile social networkers. Publishers can monetize their traffic faster as Toolbox services draw earnings from our pool of global advertisers.

These enhancements not only mean more stickiness but also a faster path to monetized traffic. News, games and entertainment sites can now add functions that allow visitors to create blogs on news items or start discussion groups. Travel related sites can have access to mobile weather info, a translator and destination information on Wikipedia.

The WAPmaster services also include a link exchange system to drive traffic to partner sites.

Sign-in here to view implementation steps

Categories: Uncategorized

myGamma in the USA

March 11, 2008 Leave a comment

By Yuszela Yusoff, BuzzCity Manager, Content & Community

More than two million people in the United States, according to a study released this week, are connecting to the mobile internet via broadband. This is up from just 850,000 a year earlier. And this number doesn’t take into account users who access the mobile internet from wireless hotspots in airports, cafes and hotels.

At two million, though, mobile internet users are just one percent of the total US internet population. Most industry observers (including those of us here at BuzzCity) believe that the American market is poised for some big growth. So this week I’d like to focus on myGamma’s American clientele. Who are they and what do they like to do?

There are 69,000 Americans using myGamma. They come from across the United States, but the biggest areas of concentration are California, Texas and Ohio. The US is myGamma’s 7th largest community, but it’s currently ranked #4 on our advertising network (behind South Africa, Indonesia and India) in terms of advertising dollars. Of course, this is expected to grow rapidly as more US users get on the mobile internet.

Another 120 Americans join myGamma every day, people like

“Fantasia”, a 28-year old woman from Ohio who works in a bakery and enjoys teaching her five-year old daughter;

“Pepper” a 32-year old electrician from Mississippi who travels across the southern US. Pepper tells us that he owns a computer, but it has a virus, so he accesses the internet from his phone;

and “Catfish23”, a 31-year old man who works in a Georgia bakery packing rice krispy treats, but enjoys spending his free time hunting and fishing.

BuzzCity circulated a wap alert to our US members recently and asked them to take part in a survey. Participants were eligible to win G$ (Gamma dollars). Some 550 people responded. Here are the basic results:

  • 76 percent earn less than $2000 per month
  • 67 percent have internet access at home/work/school
  • For 30 percent of users, though, this internet access is limited
  • 71 percent have a high school diploma
  • About 20 percent have a university or graduate degree
  • Nearly two-thirds have pre-paid mobile accounts
  • More than half access mobile communities like myGamma more than 5 times a day
  • 51 percent spend 30 minutes or longer on each myGamma session
  • The vast majority – 72 percent – access mobile communities when they are at home

So like in other countries, most of the US myGamma community accesses the mobile internet from a fixed location, not when they are on the move. However a big difference between US users and those in other countries is that most myGamma users in the US have access to a PC at home or at work. Yet they still use myGamma for chatting and communicating with friends.

In fact, chat and users groups are two of the most popular myGamma applications in the US. There are groups to discuss everything from raising kids to social issues to witchcraft.

In “Loss of a Loved One”, ‘swtmelody’ from Minnesota writes:

“god bless u all. lost my hb of l3 years sh0t n stabd died in my arms. .man beating a lady n he went to help pvlld me away n got shot . stab d kill hm. 4 years ago. hard kids help”

NY State of Mind, the founder of this group, replies:

“Im so sorry. Thats rough. I was sorting thru some papers today and found the birthday card my sister gave me on my 40th bday. She wrote “youre f**king old” on it. I was laughing then i broke down and cried i miss her so much”

While this chat forum was started by NY State of Mind, a transplanted 42-year old New Yorker now living in Michigan, myGamma users from across the globe have joined it. This seems to be the trend, even for geographic groups like Indianapolis singles and Alabama People — that you might expect to remain more localised.

Moblogs are also catching on. A 26-year old African-American woman who goes by “Angel23”, for example, has started three moblogs dedicated to animal rights. “I know gamma is for mainly fun purpose but I am getting the word out in anyway,” she writes.

Angel23’s entries – many of which were inspired by the recently publicised case of Mike Vicks, a NFL quarterback who was involved in an illegal dog-fighting ring – ask for support to end dog-fights and other acts of cruelty to animals.

These postings on myGamma highlight the evolution of niche communities in the mobile space. People are connecting with others who share their passions and interests, rather than simply browsing through a directory to see who’s online.

myGamma hopes to inspire these niches by shining a spotlight on different groups each month. In February, we featured user generated content about Love. This month, to coincide with the Oscars, we’re highlighting moblogs and groups discussing Movies & Entertainment.

In this new age of the mobile internet, niche communities – like the ones created by NY State of Mind and Angel23 — are complementing traditional offline relationships, enriching people’s lives and even motivating people to make the world a better place.

Categories: myGamma, Yuszela Yusoff