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 New Technologies for A/V Analysis and Search
13.04.2017 | Fraunhofer-Institut für Digitale Medientechnologie IDMT

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

All articles from Communications Media >>>

The most recent press releases about innovation >>>

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

Im Focus: A quantum walk of photons

Physicists from the University of Würzburg are capable of generating identical looking single light particles at the push of a button. Two new studies now demonstrate the potential this method holds.

The quantum computer has fuelled the imagination of scientists for decades: It is based on fundamentally different phenomena than a conventional computer....

Im Focus: Turmoil in sluggish electrons’ existence

An international team of physicists has monitored the scattering behaviour of electrons in a non-conducting material in real-time. Their insights could be beneficial for radiotherapy.

We can refer to electrons in non-conducting materials as ‘sluggish’. Typically, they remain fixed in a location, deep inside an atomic composite. It is hence...

Im Focus: Wafer-thin Magnetic Materials Developed for Future Quantum Technologies

Two-dimensional magnetic structures are regarded as a promising material for new types of data storage, since the magnetic properties of individual molecular building blocks can be investigated and modified. For the first time, researchers have now produced a wafer-thin ferrimagnet, in which molecules with different magnetic centers arrange themselves on a gold surface to form a checkerboard pattern. Scientists at the Swiss Nanoscience Institute at the University of Basel and the Paul Scherrer Institute published their findings in the journal Nature Communications.

Ferrimagnets are composed of two centers which are magnetized at different strengths and point in opposing directions. Two-dimensional, quasi-flat ferrimagnets...

Im Focus: World's thinnest hologram paves path to new 3-D world

Nano-hologram paves way for integration of 3-D holography into everyday electronics

An Australian-Chinese research team has created the world's thinnest hologram, paving the way towards the integration of 3D holography into everyday...

Im Focus: Using graphene to create quantum bits

In the race to produce a quantum computer, a number of projects are seeking a way to create quantum bits -- or qubits -- that are stable, meaning they are not much affected by changes in their environment. This normally needs highly nonlinear non-dissipative elements capable of functioning at very low temperatures.

In pursuit of this goal, researchers at EPFL's Laboratory of Photonics and Quantum Measurements LPQM (STI/SB), have investigated a nonlinear graphene-based...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Marine Conservation: IASS Contributes to UN Ocean Conference in New York on 5-9 June

24.05.2017 | Event News

AWK Aachen Machine Tool Colloquium 2017: Internet of Production for Agile Enterprises

23.05.2017 | Event News

Dortmund MST Conference presents Individualized Healthcare Solutions with micro and nanotechnology

22.05.2017 | Event News

 
Latest News

Physicists discover mechanism behind granular capillary effect

24.05.2017 | Physics and Astronomy

Measured for the first time: Direction of light waves changed by quantum effect

24.05.2017 | Physics and Astronomy

Marine Conservation: IASS Contributes to UN Ocean Conference in New York on 5-9 June

24.05.2017 | Event News

VideoLinks
B2B-VideoLinks
More VideoLinks >>>