For
mobile advertising to succeed, it needs to be optimized for small screens, and
provide a highly contextual personalized mobile experience based on the
customer’s past behavior and current intent. An ad which is too good for users
to pass up.
If
carriers want their fair share of the media pie, they need to fight against
over-the–top players and leverage their unique valuable assets. Carriers can
bring brands a more targeted audience and context relevancy, something missing
from most mobile advertising initiatives.
Mobile
carriers sit on a lucrative gold mine – they have access to their users
preferences such as Google searches, Facebook
posts, Tweets, Call Detail Record’s (CDR’s), apps, etc., and can communicate
with users over various medias (snail mail, calls, email, in-app advertising). Add
this to the consumer’s preferences, billing relationship and a host of
anonymized data on subscribers, and advertisers finally get a tool they can use
in nearly every situation.
Mobile
carriers can provide tailored offers triggered when relevant, for example when
a consumer is near a store or e-commerce site they are offered a coupon and can
pay via their mobile device. Carriers actually are the only ones that can link
activities to a specific user and provide a closed loop.
The
world’s largest carriers, AT&T, Telefonica, SingTel and others, have created new business units focusing on
digital advertising. These carriers are realizing that mobile advertising represents
the best opportunity for growth in their business in the face of rising infrastructure
costs, churn and declining margins.
Will
other carriers join? Who should and who shouldn’t? Which ecosystem, software
and service solutions will best support mobile carriers for success?
-- Ilanit Zehut, Director of Business Development
-- Ilanit Zehut, Director of Business Development
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