Recently I was attending the MobileMonday session in Frankfurt again
and as usual I would like to sum up the speeches for your information:
Liquid Air Lab
Podcast Advertising with the two biggest TV advertiser SevenOne and IP Media and the biggest german Radio advertiser RMS
The download rate of podcasts with advertising grew from 200k in Sep 07 to 6,2 mio in Sep 08 for SevenOne
The commercials are chosen by the topic and content of the podcast (e.g. ATU for automotive tv)
In the study of SevenOne and Liquid following interesting numbers were highlighted:
60% mobile usage
85% male
95% consumed within a week
90% downloads (commercial contacts)
93% are preferring commercial podcasts compared to payed models
Vodafone Mediasolutions
Marc Wrobel presented the status quo and the upcoming features of mobile advertising at Vodafone:
150 campagnes launched since 2006
since 1 August 2008 personal targeting is possible for Vodafone (black boxed, "48y, female" etc.)
for targeting there is a 30% higher TKP then for usual campaigns
Vodafone will soon release a Mobile TV player with interactive advertising functionality full screen and blended
Under the name "Gigafone" Vodafone will soon offer idle screen advertising
ProSyst
is a software vendor who offers a MobileAdvertisingMiddleware (MAM). This platform is implemented on the manufactured cell phones and offers offline idle screen advertising and any other trigger based advertising (call, sms etc.). They are offering thismiddleware to Ad-Server vendor or direct to network operator.
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