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FAIR & HANDSOME

January 16, 2009 Leave a comment

By Delynn Ho, Regional Director, Southeast Asia

Hi. My name is Delynn (“De – Lynn”) and I head up BuzzCity’s Asia sales team. In my contributions to the GammaLife blog, I plan to share examples of how companies conduct branding and marketing exercises on the mobile internet. By the very nature of our business, these cases often extend beyond one particular geographic region and this week’s story is no exception.

Emami – an Indian company that specialises in personal care products – aimed to increase brand recognition of a facial cream for men called “Fair and Handsome”. The fast-moving consumer goods business also wanted to survey consumer perceptions. So, Emami turned to a Singapore-based company called Mobiquest that partners with clients to provide mobile application services. Together, Emami and Mobiquest produced a contest-driven mobile campaign in two countries, India and Kenya.

I’m going to dive into a fair bit of detail now, but I think this will be useful for advertisers and publishers alike.

CONSUMER TARGETING
While mobile advertising offers a number of tools to target your campaign – by geography, content channels and mobile device – targeting actually begins with the creative content: the ad banner. Emami wanted to gather information from male consumers. We can’t segment a survey by gender, so Emami took a direct approach with the creatives. Its campaign banners read “Are you a man? Click here.” and “Women like fair men. Are you fair?”.

The marketing messages did the trick. In India, where these two banners ran, eighty-nine percent said they were men.

Mobile surfers meanwhile were motivated to take the survey by the chance of winning an iPod Nano.

SURVEYS
Through most of the campaign, Emami’s banner ads directed participants to a survey. Questions were tailored for the different markets. In India, “Fair & Handsome” was already an established product, so the survey takes a direct approach with questions crafted to promote the product. In Kenya, though, Emami had not yet introduced the product, so the survey was for product research.

Note that two separate, but similar, surveys were run in India. The answers were resoundingly in favor of the product, with almost all respondents saying men should use a fairness cream and 85% saying they will try “Fair & Handsome”. In the second Indian survey, 93% of respondents say they will buy the product and 95% will recommend it to a friend. I’m not sure if the survey takers were a self-selecting audience or if some respondents just lied.

Regardless, more than 80% provided an accurate mobile phone number, which is a great result for Emami’s database.

In Kenya, Emami learned that Unilever’s competing product has a 57% market share (at least among mobile users) and that most consumers use fairness creams twice a day.


MID-COURSE CORRECTIONS
It’s quite easy to amend aspects of a mobile ad campaign and Emami made four changes during the course of this campaign.

1. They launched the campaign with both text and graphic banners. However after the first month, online reports showed that the text banners had a higher response rate. So, from the second month, Emami dropped the graphic banners.

2. Emami alternated between directing click-throughs to the mobile survey and to its “Fair & Handsome” mobile site.

3. The end date was changed to extend the campaign by one month.

4. The Indian survey questions were amended.

CAMPAIGN METRICS & AD SPEND
The “Fair & Handsome” ad campaign ran from April – June and August – December 2007. During this period, Emami’s mobile banners were viewed nearly 8 million times in India and 5 million times in Kenya. The banners received an average click-through rate of 2.69%.

Emami bid 1 US cent per click. The eight-month campaign cost about US$4k. That’s about US$ 495 per month or US$16.50 a day.

CAMPAIGN RESULTS
Emami set out to increase awareness of the “Fair & Handsome” brand and to collect consumer contact details. Nearly 1800 mobile surfers completed Emami’s surveys; some 1450 provided accurate mobile phone numbers. Not taking into account banner views, increased market knowledge and heightened publicity, that’s about 36 US cents per contact.

IT’S EASY TO DO
Prospective clients sometimes say to me, “Delynn, we’re interested in trying out mobile advertising, but we’re just too busy and don’t have the manpower to do it.” This is a common misperception, particularly among companies that are new to the mobile space. These brands believe the process must be tedious, cumbersome and time-consuming.

BuzzCity’s online interface is actually very easy to use, though. OK, I’ve fallen into sales mode, but it’s true: our advertiser platform enables businesses to quickly launch a campaign within a specified budget and for as little as US$20 per day. It’s also easy to make mid-course corrections and ad-hoc changes to optimise results, as you can see from the example above.

To get a better idea of just how simple it is, I’ve created another blog entry called “Setting Up a Campaign is a Breeze”.

Categories: case study, Delynn Ho

SETTING UP A CAMPAIGN IS A BREEZE

January 16, 2009 Leave a comment

Here’s a quick guide on how to set up a mobile ad campaign and consumer survey with BuzzCity. Got questions? Send them to us here.
Create an online account.
Simply go to http://www.buzzcity.com and click “Sign Up Now”. You’ll be asked to choose a password and enter your company name, address and contact details. That’s it. Now, you’re off and running.
(If you already have an account, just go to the BuzzCity homepage and log in.)



Create a Survey (or go to the next step)

(a) Give it a title, write a short introduction plus a thank you message to be displayed after the user completes the survey.



(b) Enter the survey questions; you can ask up to ten.


Questions can be “True or False”, multiple choice or open-ended (ie “what is your name?, what’s your favorite song?, etc.). You can also set an award, starting at US$0.10, for each user who completes the survey. The awards are converted into Gamma Dollars, which can be redeemed for myGamma services or merchant contents. (You may wish to offer participants a chance to win other prizes as well.)

Create your Campaign
This is where you control the essentials, including:

  • Ad Spend (daily budget)
  • Bid Price*
  • Campaign Duration (start and end date)
  • Content Channels (adult, community, entertainment and lifestyle, information, mobile content, myGamma, search/portal/services)
  • Target Countries
  • Target Devices (choose “all” or specify phone make, models and other relelvant features like flash or MP3 capability)

On this page, you’ll also upload your banners (graphic and/or text) and set the hyperlink to go to your survey, a mobile site or a landing page.


Top Up Ad Balance
Actually, this can be done at any point in the process. You need to provide payment details before we can serve the ads. Payment can be made with any major credit card or via PayPal. If you are a publisher as well as an advertiser, you can also easily top up your spending account with accumulated revenue.

And that’s it. Your first time around, you should be able to complete the whole process in less than half an hour. After that, you can probably create new campaigns in just 10 – 15 minutes.

*A Note About Pricing
In the mobile world, advertisers bid to place ads on publisher sites. Starting bids can be as low as one US cent per click. Publishers meanwhile set a “sell” price for ads that appear on their sites.

Your bid should reflect the maximum cost per click you are willing to pay for each country. The higher you bid, the more likely your ad will be placed on a page that receives frequent views. However don’t worry, you can’t be over-charged. The system will automatically lower your cost per click during the campaign period, if there’s less competition for the advertising inventory. So you will not pay more than necessary to deliver the ads.

BuzzCity also publishes a table – which you can access from your online campaign page – with recommendations on how much to bid for ads in each country in our network. These recommendations are based on current ad inventory supply and demand and will change from day to day. As I write this, recommended bids range from 1 US cent in many African and Caribbean countries to 61 cents in Norway. We suggest bidding at or above the recommended values in order to secure sufficient clicks for your campaign. However, you should also be prudent not to bid too high to avoid inflating prices and undermining your return on investment.

Categories: case study, Delynn Ho, How to

EVENTS AND SPEAKING ARRANGEMENTS

January 12, 2009 Leave a comment

It’s a busy start to the year for BuzzCity’s executives who will be sharing insights on community trends, technology advances and the direction of the mobile industry, not just here on GammaLife, but at speaking engagements in Asia and Europe.
If you are in Sentosa Cove, Singapore for the Volvo Ocean Race, stop by the Ericsson Pavillion on 15th January 2009 to meet KF Lai. In the spirit of the race, KF will share our particular tactics of luff and tack (sailing above the course) as we navigate the changing winds of Mobile Advertising in South East Asia.

On 19th January 2009, KF will join other experts from the marketing frontline at DigiGen 2009 in Singapore to discuss “The Rising Trend of Mobile Marketing: Fad or Fact”.

Wandrille, meanwhile, travels from Paris to Bucharest, Romania to speak at the CEE Telecoms Conference. The conference (29th & 30th January 2009) explores the best strategies for Central and Eastern European players to develop opportunities for international expansion. Romania is one of the most dynamic Mobile Internet markets in Europe. It’s also among the top ten markets in the BuzzCity Global Mobile Advertising Index. Romanian users are representative of the “unwired” consumers that BuzzCity serves. Wandrille will present analyses of their behaviour, their mobile internet consumption patterns and explore ways for brands & carriers to leverage this audience. Please feel free to contact Wandrille (wpruvot[at]buzzcity.com) if you are in Bucharest for the conference.

And don’t forget that BuzzCity will have a booth (Hall7 E82) at the GSMA Mobile World Congress from 16-19th February. We’ve received a lot of requests for detailed insights on tactics for fine tuning campaigns and our team (KF, Malcolm, Jessica, Anna, Terry and Wandrille) will be there to assist.

We hope to see you at these events; there is as always, a lot to share……


Categories: Uncategorized

MOBILE ADVERTISING INDEX (Q4-08)

January 8, 2009 Leave a comment

The BuzzCity Advertising Network grew 300% in 2008 as compared with a year earlier. BuzzCity served more than 19.5 billion ad banners across the 200+ country network.

We’re also happy to report more depth in the network as 28 countries now each draw more than 10 million ad banners per month.

Banners Served on BuzzCity Mobile Advertising Network

Q4 Position Country
Q4 Banners
Q4 Growth
1
Indonesia
3.6 billion
100%
2
India
727 million
10%
3
South Africa
465 million
-14%
4
United States
382 million
47%
5
Kenya
241 million
-19%
6
Egypt
150 million
54%
7
Romania
135 million
32%
8
Bangladesh
135 million
1%
9
Philippines
116 million
119%
10
Libya
101 million
-2%
Total
6.0 billion
49%
Network Total
7.6 billion

Network Growth
40%

Indonesia remains in top position and grows stronger each quarter. The number of banners served on Indonesian mobile sites doubled in the fourth quarter to 3.6 billion, approximately the same as the number served through the first nine months of the year.

India, South Africa, the US and Kenya round out the top five.

Indian usage increased ten percent, reversing the previous quarter’s decline.

South African ad delivery dropped fourteen percent, the second straight quarter of decline, as publishers are declining ad banners from the network in an effort to promote and monetise their own content.

The USA moves into 4th place with 47% growth, while Kenya drops into 5th place, possibly as a result of traffic induced network irregularities.

For a complete overview of Mobile Advertising you can download the full report here

Categories: index, report