Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Ad-value for mobile terminals

15.03.2004


Recently completed trials in Italy demonstrated the potential success of interactive multimedia advertising on mobiles devices showing high advert recall and strong user acceptance.

Conducted under the aegis of IST project, IMAP, 1600 mobile phone subscribers to the network of Telecom Italia Mobile, partners in the project, freely joined the trial of pilot advertising campaigns to evaluate interactive mobile advertisements. Similar trials have also been carried out by the project in Germany and Finland.

Of those who completed surveys, 99 per cent found IMAP very easy to use with 65 per cent remembering the advertising spots. There was high support for the ads with 91 per cent in favour, although most believed interactivity with multimedia content is important (93 per cent).



In Italy, as in Finland, a Java application is downloaded onto the client’s mobile (in Germany they are using MMS services). As project manager, Maria Lorenza Demarie, from Telecom Italia Lab explains: "It can manage many different services. We tried to make it easy. Users need only download the application once. This means users can change the service without changing the application on the phone."

In the trial, users could choose between services. In one, the sponsor offers music clips. The user has to guess the title and if correct the clip is stored on the phone. Push services send music from the server based on the user’s profile; with pull services the user chooses. PlayStation, Renault, Sky, Volareweb and Borghetti coffee all advertised in the pilot campaign.

Other offerings being piloted are a news service and an image guessing game. In the trial in Finland, Unilever sponsors recipes on offer through the phone. As in Italy, there was very positive feedback for the service which was seen as entertaining, useful and of good quality. The sponsoring of adverts was not seen as disturbing, as 75 per cent of the users had used trade marks mentioned in the service.

In Germany the trial campaign promoted Felix cat food regionally through its website and on packaging. Mobile customers could download either an animated phone wallpaper or a provider logo, by sending an SMS with an code defining their favourite logo/wallpaper and manufacturer of their mobile. The results showed that users seem to react either within a few days after purchasing the package or not at all. There seems to be an immediate stickiness’ to the services with some users downloading a logo/wallpaper up to 18 times.

Currently operating on GSM and GPRS networks, IMAP has built its tools to function on 3G networks as it is compliant with Open Mobile Alliance architecture, ensuring service interoperability across devices, geographies, service providers, operators, and networks.

"Advertisers want to reach specific customers with specific features," says Demarie. Instead of reaching a mass audience as with the television or printed media, mobile devices permit more personalised, targeted campaigns.

Dedicated tools manage the advertising campaign. Content management tools ensure personalisation and smart delivery of interactive content. User profiles can be built and tracked with IMAP. Respecting data privacy - the application requires users’ consensus to work, asking for basic initial information such as sex, age and geographic origins - it studies user behaviour to better customise the content delivered. Enabling this, IMAP offers "a complete platform for mobile advertising," concludes Demarie.

Contact:
Maria Lorenza Demarie
Telecom Italia Lab S.P.a.
Project Office
Via G. Reiss Romoli 274
I-10148 Turin
Italy
Tel: +39-011-2288882
Email: marialorenza.demarie@telecomitalia.it

Tara Morris | IST Results
Further information:
http://istresults.cordis.lu/index.cfm?section=news&tpl=article&BrowsingType=Features&ID=62994

More articles from Communications Media:

nachricht On patrol in social networks
25.01.2017 | Fraunhofer-Institut für Arbeitswirtschaft und Organisation IAO

nachricht Tile Based DASH Streaming for Virtual Reality with HEVC from Fraunhofer HHI
03.01.2017 | Fraunhofer-Institut für Nachrichtentechnik Heinrich-Hertz-Institut

All articles from Communications Media >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Giant Magnetic Fields in the Universe

Astronomers from Bonn and Tautenburg in Thuringia (Germany) used the 100-m radio telescope at Effelsberg to observe several galaxy clusters. At the edges of these large accumulations of dark matter, stellar systems (galaxies), hot gas, and charged particles, they found magnetic fields that are exceptionally ordered over distances of many million light years. This makes them the most extended magnetic fields in the universe known so far.

The results will be published on March 22 in the journal „Astronomy & Astrophysics“.

Galaxy clusters are the largest gravitationally bound structures in the universe. With a typical extent of about 10 million light years, i.e. 100 times the...

Im Focus: Tracing down linear ubiquitination

Researchers at the Goethe University Frankfurt, together with partners from the University of Tübingen in Germany and Queen Mary University as well as Francis Crick Institute from London (UK) have developed a novel technology to decipher the secret ubiquitin code.

Ubiquitin is a small protein that can be linked to other cellular proteins, thereby controlling and modulating their functions. The attachment occurs in many...

Im Focus: Perovskite edges can be tuned for optoelectronic performance

Layered 2D material improves efficiency for solar cells and LEDs

In the eternal search for next generation high-efficiency solar cells and LEDs, scientists at Los Alamos National Laboratory and their partners are creating...

Im Focus: Polymer-coated silicon nanosheets as alternative to graphene: A perfect team for nanoelectronics

Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are less stable. Now researchers at the Technical University of Munich (TUM) have, for the first time ever, produced a composite material combining silicon nanosheets and a polymer that is both UV-resistant and easy to process. This brings the scientists a significant step closer to industrial applications like flexible displays and photosensors.

Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are...

Im Focus: Researchers Imitate Molecular Crowding in Cells

Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to simulate these confined natural conditions in artificial vesicles for the first time. As reported in the academic journal Small, the results are offering better insight into the development of nanoreactors and artificial organelles.

Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

International Land Use Symposium ILUS 2017: Call for Abstracts and Registration open

20.03.2017 | Event News

CONNECT 2017: International congress on connective tissue

14.03.2017 | Event News

ICTM Conference: Turbine Construction between Big Data and Additive Manufacturing

07.03.2017 | Event News

 
Latest News

Argon is not the 'dope' for metallic hydrogen

24.03.2017 | Materials Sciences

Astronomers find unexpected, dust-obscured star formation in distant galaxy

24.03.2017 | Physics and Astronomy

Gravitational wave kicks monster black hole out of galactic core

24.03.2017 | Physics and Astronomy

VideoLinks
B2B-VideoLinks
More VideoLinks >>>