Five ways to measure the success of a WAP ad campaign.
WAP (define), or mobile Web, adoption is growing in North America. According to M:Metrics, approximately 10 percent of consumers use the mobile Web for gaming, messaging, and browsing. Demographics skew higher for male users, and overall mobile Web users are generally in the 18-44 year old age group (though predominantly within the 25-34 age range). In terms of income, mobile Web users have large disposable incomes, with 38 percent earning over $75,000 and 22 percent earning over $100,000. In Europe, WAP adoption numbers are even higher.
The mobile Web is here to stay!
As I described last time, there are many applications consumers can use via the mobile Web. But how, as a brand, do you participate in and measure success from a WAP-based ad campaign? Measuring a mobile Web campaign's effectiveness is done in a similar way to measuring an Internet campaign's success. Key terms to know include:
I recently asked Courtney Leimanis, director of sales at Zingy, what brands can expect in terms of success rates from a mobile Web campaign. (Zingy has offered WAP advertising since 2002). Leimanis says average campaign click rates are 3.25 percent, with average WAP CPM around $45. This seems to be a lot higher than what we see from the Internet, where average CPMs are about $5 and click rates are less than 2 percent.
According to Leimanis, the nice thing about the mobile Web is it's so much like online that brands and consumers find it easy to make the connection. And the simplicity of mobile Web will help to drive overall adoption.
Why should brands consider mobile Web advertising in their overall strategies? First, mobile allows a brand to establish the one-to-one dialogue with its consumers. Due to the nature of the personal device, we have always-on, always-available interaction with consumers. The mobile Web is something they understand. Leimanis believes users already knows what to do with the Internet, so extending to mobile is easy for the brand.
What types of campaigns can be deployed using mobile Web and mobile Web advertising? A few sample WAP campaigns launched by Zingy:
For more information on how to integrate mobile advertising into your initiatives, see the Mobile Marketing Association's (MMA's) mobile advertising guidelines, which outlines the basics for mobile Web banners and mobile posters (coming soon). The guidelines are published by the MMA's Ad Standards Committee, chaired by Kim Olson, of Sprint Nextel, and Heidi Lehmann, of Third Screen Media. Committee participation is open to all MMA member companies.
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