Posted by: Kim Luegers, Director of Media Innovations, Draftfcb Chicago's MC Media
I had the honor of speaking on a panel earlier this week at the University of Chicago's Gleacher Center. The event was hosted by AccuWeather and was attended by mobile marketing mavens from the publisher, developer and agency sides of things.
In looking back at the panel, there are three things that were covered and stuck out in my mind that I wanted to be sure to share.
1. Platform-A's mobile division (ThirdScreenMedia) will be rolling out rich media ad units for the mobile platform in the next 30-45 days. This is going to be a game changer in my opinion. This new ad unit gives us advertisers a larger ad unit which will give us the ability to communicate even more brand equity cues.
2. Transpera, a dynamic insertion mobile video aggregator ad network, has made tremendous strides in building a network of real scale - that's right folks a one-stop-shop for mobile video.
3. A case study was shared out by AccuWeather that really struck me. The client efforts highlighted were that of the Arkansas Tourism Board.
The Arkansas Tourism Board had been running their efforts in the online space and branched out into mobile in 2007. They applied their '07 learnings to their 2008 efforts and reaped great rewards. The objective of AK's mobile effort was to drive fulfillment of their spring/summer vacation catalogue. AK's mobile strategy was defined very tightly: Deliver messaging within a defined geography (surrounding states). Executionally AK's mobile efforts carried a click-to-call & click-to-email capture functionality. From the program, they yielded great results, and building on this success that mobile brought forward, the AK Tourism Board has increased their mobile budget for 2009.
This small, but insightful case study made me really think; heck if the Arkansas Tourism Board can get great results and embrace mobile marketing - shouldn't our Fortune 100 clients too?