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Home Page > Advertising > Branding > Basics of Outdoor Advertising – The Growing Trend of OOH Advertising in India

Basics of Outdoor Advertising – The Growing Trend of OOH Advertising in India

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Posted: Jan 07, 2011 |Comments: 0
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Ever launched an outdoor ad campaign for your brand? If you are a newbie in this advertising practice, you need to understand the ABC of promoting your brand through outdoor media. Outdoor advertising has the capacity to drive sales for your product effectively and with lasting impression. However, without improper knowledge about the right outdoor advertising method and approach, the entire promotion campaign may probably ruin. Through an outdoor ad campaign, you are making your brand message accessible to those potential customers who move out of their homes (for any purpose). It’s all about providing some sunshine to your brand simultaneously attracting the passing-attention of its customers. In this blog, some useful tips about launching an OOH campaign for your brand are provided.

The first step of any brand promotion campaign whether outdoor or home based is to design the brand message. Imagine, you are the customer, how would you expect the advertiser to present the brand message? Twist and turn the other way round, put yourself in the shoes of your customers and frame the brand message accordingly.

The second step is to choose the media vehicle (s). An outdoor advertising campaign can be launched through multiple outdoor media. Though budget is a concern to launch an outdoor ad through multiple-media, it is beneficial for the advertiser to promote his brand through maximum number of outdoor devices. One benefit about any OOH campaign is that the same brand communication can be used in multiple devices.

Last but not the least, it is an important strategy to choose a suitable location to display any outdoor ad. The location where the ad is placed should be easily accessible or viewable by the target audiences. Experts consider placing their outdoor ads at roadsides, traffic points, highways, buses (for moving ads) etc. Airports, metro stations, shopping malls etc are latest discovered avenues where outdoor advertisers launch their promotion campaign.

The Growing Trend of Outdoor Advertising in India

The growing trend of outdoor advertising is felt in Indian advertising agencies. Maximum numbers of advertising agencies indulge in Out of Home Advertising campaigns to promote their brands. With the introduction of various practices of outdoor dvertising such as airport advertising, mall advertising, metro advertising etc, outdoor advertising has gained a rich impetus amongst the other modes of brand promotion. The changing face of modern advertising further garners the adoption outdoor advertising methods as another re-discovered and refurbished mode of brand promotion. Furthermore, the introduction of digital technology in outdoor advertising provides brand owners a brand new technique to promote their brands through rich media. In a new age of advertising, the importance of outdoor ads continuously grew amongst the brand owners.

Billboard advertisings are never the same in modern outdoor ads. With digital induction, digitalized billboards have replaced traditional billboards. What is striking about modern billboards is that the ad content and image can be remotely edited. So, advertisers bid adieu to re-working upon advertisements of brands which require minute or major change. Digital billboards also provide attention grasping look to customers (which further deliver the brand message effectively.

One more major benefit of high-tech tools and techniques of OOH advertising is that advertisers can save a great amount of time, money and effort. Unlike traditional tools of outdoor advertising which require complete re-work or change of copy and image, modern outdoor tools of advertising provide hassle-free means of launching a promotion campaign within a short amount of time.

The growing trend of outdoor advertising clearly reflects how India has advanced in brand advertising measures and methods. Needless to mention the non-stop discovery of various other tools and avenues of advertising by experts, the future of outdoor and home based advertising seems lucrative and promising. Cheers to every advertiser and brand owner!

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Home Page > Marketing > International Marketing > The future of Bluetooth Advertising (proximity marketing) in 2011

The future of Bluetooth Advertising (proximity marketing) in 2011

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Posted: Jan 03, 2011 |Comments: 0
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After the release of smartphone statistics reports of 2010 that showed that the smartphones that support Bluetooth Marketing was the most common smartphones in the world:

SMARTPHONE MAKERS

1 Nokia, Finland 24.0 million for 39%

2 RIM, Canada 11.2 million for 18%

3 Apple, USA 8.4 million for 14%

4 HTC, Taiwan 4.5 million for 7%

5 Samsung, South Korea 3.0 million for 5%

6 Motorola, USA 2.7 million for 4%

Rest of smartphone makers 7.9 million

TOTAL smartphones in 2010 Q2 61.7 million _ data is provided by “Tomi Ahonen Consulting”

SMARTPHONE OPERATING SYSTEMS

1 Symbian (Nokia) 27.0 million for 44%

2 – Android (Google) 11.4 million for 18%

3 – Blackberry (RIM) 11.2 million for 18%

4 iOS/iPhone (Apple) 8.4 million for 14%

5 Windows Mobile (Microsoft) 1.6 million for 3%

Rest of Operating systems 2.1 million

TOTAL smartphone OS devices in Q2 61.7 million _ data is provided by “Tomi Ahonen Consulting”

Almost all Symbian phones (near 44% of the global markets) supports/accepts receiving files sent by Proximity Advertising devices.

Nielson Company releases stats on smartphone usage in October 2010 showing that only 3.5% of smartphone users use Symbian Devices, this means that US markets is no more a good market for Bluetooth Advertising.

StatCounter Global Stats claims that near 75% of Africa’s smartphone users use Symbian OS smartphones, and near 57% of Asia’s smartphone users use Symbian OS smartphones and near 52% of South America’s smartphone users uses Symbian OS smartphones.

These smartphones that supports Bluetooth Marketing technology are mainly concentrated in Africa, South America and Asia.

Based on these data iBlue -the leading core Bluetooth advertising software provider for mini PCs and thin clients- iBlue board of directories announced its main target markets for 2011 will be advertising agencies companies in Latin America, Africa and Asia. Advertising agencies and mobile marketing companies will be targeted with iBlue’s latest Bluetooth Advertising core software, that converts mini PC and thin clients to a fully functioning Proximity Advertising system.

Dr.Khaled Awad the CEO of iBlue stated that “iBlue market share increased in Mexico, Middle East, Latin America and Africa due to the usage of compatible smartphones in these countries and our cost efficient custom Bluetooth Advertising Solutions that we offer for companies that would like to start their Bluetooth advertising Business.” Dr.Awad is expecting a very bright future for Bluetooth Advertising in 2011.

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iBlue www.goiblue.com is an Egyptian based company and a sub of BirdICT, iBlue is the world leader provider of Mobile Advertising Solutions, especially for whole sellers and OEM [ White Labels ] . We provide wide variations of Mobile Advertising Solutions (Bluetooth Advertising Solutions, Online Mobile Content Development Solution and interactive SMS Solutions).

iBlue Bluetooth Advertising offers complete Proximity Marketing solution, used for Mobile Marketing via Bluetooth or what is commonly known as Bluetooth Marketing, we develop the core software of Bluetooth Marketing devices, iBlue solutions is used to advertise via Bluetooth and to launch Bluetooth campaigns using iBlue Bluetooth Advertising firmware. Find more information on goiblue.com.

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Home Page > Advertising > Trends of Mobile Advertising in India!

Trends of Mobile Advertising in India!

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Posted: Dec 01, 2010 |Comments: 0
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From planning to execution of the media plan, advertisers follow a step by step procedure to launch a promotion campaign for a brand. Amongst the various promotional strategies, media planning is considered the most important stratagem by advertisers.

You need to launch your campaign through a best suited media, which will drive sales of your product. Today, mobile ads & internet ads are quite popular in India. Considered as personalized modes of brand promotion, advertising through mobile & internet media provides immediate effect on customers. Through this article, the importance of mobile advertising (in particular) along with the trends of this mode of advertising are briefly discussed.

SMS or Short Messaging Service through mobile phone devices has resulted in an increased practice of brand promotion amongst a wide range of advertisers and brand owners. Offering customised and personalised options of promoting a brand, mobile advertising is quite in vogue in India. Unlike emails which reach customers through internet media, mobile ads are considered more reachable and accessible to customers because of the portable feature of mobile phones. The upsurge of pocket internet is yet another innovation in mobile advertising. However, SMS ads offer end to end brand promotion solutions immediately and effectively.

Mobile advertisers are expert who are responsible for launching a brand promotion campaign through mobile media. A mobile advertiser is not necessarily the brand owner; he is the one who advertises the brand to the target customers (through a mobile device) on behalf of the brand owner. Mobile advertisers are the latest pundits in contemporary brand advertising. Ensuring quick and effective result for any brand promotion, mobile advertising opens a new pool of advertising opportunity for small and large scale advertisers.

advertising through mobile media is less expensive than advertising through other media such as television, radio, print etc. Bulk sms is one common practice of SMS campaign. With facilities such as 1 paisa per sms offers and embedded technique of launching a mobile sms campaign through internet (by using particular softwares), advertisers find mobile advertising an easier and hassle-free mode of brand promotion. BULK SMS campaigns are launched through internet media to gain favour from the public. Through BULK SMS campaign, advertisers send one sms to different customers simultaneously.

The importance of mobile advertising is likely to increase in the coming years especially when brand new products will be launched in the market.
Moreover, the hectic lifestyles of the customers also demand the need to reach them through more personalised means amongst which mobile advertising is one.

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Mobileandinternetadvertising.com (MAD) offering you the advertising. Here you can find extensive resources on Advertising in the form of mobile advertising online advertising, Bulk sms & bulk email internet advertising.

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Home Page > Business > Business Ideas > The Pros of Internet and Mobile Advertising

The Pros of Internet and Mobile Advertising

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Posted: Sep 15, 2010 |Comments: 0
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The uniqueness of any internet and mobile marketing campaign is superior media planning and tie-ups with several websites (especially for internet advertising) or ad networks bringing a platter of relevant websites/ ad networks to the Brand, thereby bringing the Brand closer to its prospective buyers.

Advertising in Internet and Mobile media is a little different from advertising in another means. Internet and Mobile Advertising provides you reachable options and solutions to any kind of query that you have for any brand. Let us have a look at the few pros of Internet and Mobile Advertising below. Benefits of Internet and Mobile Advertising Provides immediacy: Internet and Mobile advertising successfully helps you reach out to your target customer more effectively than any other means of promotion.

Various advertisers indulge in internet and mobile advertising as it provides immediacy within a short amount of time. Adheres to your budget:Whether you are a small or big brand owner any mobile and internet advertising campaign cohesively adheres to your defined budget. Once you choose your budget and type of Advertising, the mobile and internet ad agency will keep a strict check on it. As you cross the maximum budget or end date, the particular agency will stop your ad campaign. Flexible budget: Budget is important for any ad campaign. Mobile and Internet ads offer flexible budget for your ad campaign. If you want to advertise your brand at a flexible budget, mobile and internet advertising option is the best budget fitting means of promotion.

Conveys articulate brand message: Mobile and Internet Ads use short and articulate brand message to communicate to its target group. This is one striking pro of this tool of advertising. In addition, Mobile and Internet advertising provides exact estimation of your campaign. Mobile advertisers also provide you blind and detailed reports of your campaign which helps in evaluating the over-all promotional activity of your brand or service. Mobile Advertising In Vogue Mobile Phones are the latest adopted tools of advertising in the market. Mobile Advertising is in vogue. Big and Small advertisers indulge in this tool of advertising with a viewpoint that mobile ads offer the most successful means to reach a new pool of target customers or to interact with existing customers.

A mobile is a personalized device of an individual. Hence, it renders immediacy to the advertisers while promoting a brand or business through this particular medium. Advertising to the potential customers via their most personal information source i.e. mobile device is the most effective tool of marketing. Advertising through mobiles reaches and influences the targeted customers with a richer impact. In mobile advertising, you can also have a control where your ad is seen and also track response and create mobile-specific landing pages for your products and services. Mobile ads reach your audience in minutes. As a mobile advertiser you can set your own precise targeting by specific keywords, locations, customer’s interest etc. One major benefit of mobile advertising is that you can easily manage your costs and success through real-time and coverage.

Mobile Ads are in vogue in the market. Several business holders, entrepreneurs, advertisers are adopting this technique of advertising for a richer and effective impact upon their target customers. Mobile Sms advertising campaigns are exclusively carried on. Business or brand holders do not hesitate to make heavy investment in this type of advertising as they find credible results out of every ad spend. However, advertising through mobiles is not expensive as compared to other mediums. Hence, mobile advertising can be embedded along with other promotional tools to endorse a brand, service or business. Mobile advertising coupled with internet advertising will not only promote your business to the target group but will also provide them an engaging brand experience.

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Mobileandinternetadvertising.com (MAD) offering you the advertising. Here you can find extensive resources on in the form of Mobile advertising , Internet Advertising, online advertising, Advertising India, SMS mobile advertising, mobile advertisers, mobile marketing, Banner advertising.

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Identify the shortcomings associated with using the Internet Protocol (IP) designed for fixed networks on a roaming mobile device
Are you finding the internet to be stimulating or are you over it , i think way too much is said of the mobile net, i really have no desire to view the net via a phone , am i the only one ?
Whats the pros and cons of using sales data to evaluate advertising effectiveness

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For marketers seeking new ways and means to expand their reach anywhere their prospects are — the future is here. Smart marketers and advertisers create a personal touch in their ad campaigns. This is one of the reasons why mobile advertising is rapidly increasing in popularity as an effective marketing tool. And the astonishing use of mobile devices leveraged this trend.

There are over 1.5 billion mobile phone users worldwide according to the International Telecommunications Union with the highest growth percentage coming from emerging economies like China, Russia and India. The US has about 200 million mobile subscribers. Smart marketers are tapping into the potential to reach their prospects as they’re on the move. Mobile devices are practically a permanent attachment for people under age 34.

Mobile Advertising is delivered in a number of formats. Text messaging, mobile internet advertising and mobile radio advertising are some of the common advertising formats. Out of these, text messaging (SMS) is the most widely used format.

According to the joint Mobile Advertising Report (MAR) released by Limbo and GfK Technology, text message usage is about 74% in India, 48% in the UK and 22% in the US. Projections predict in the near future mobile internet advertising will surpass text message advertising (FierceWireless).

In June 2008, Nokia launched the Nokia Advertising Alliance that aims to make mobile advertising easier for advertisers. This particular program includes services like providing marketing strategies, geographic targeting and related technologies to enhance customer captivation. Now advertisers can work in conjunction with Nokia to expand the coverage of mobile advertising with emerging mobile technologies for more powerful ad promotions.

The best part about mobile marketing is mobile devices are more heavily used than traditional PCs. Mobile advertisements are delivered to the customer no matter where they are. Even with these advantages, mobile advertising is still in its “early adopter” stages with a long way to go. The main obstacles are in the form of data tariff structures, handset and mobile internet interactivity and quality of subject matter.

Like the early days of the Internet, there are more advertisers than quality content. Add to that an acute lack of tools to assess the performance of mobile ad campaigns. Even though most of these difficulties will be solved in the future, mobile advertising will still face competition from other advertising and marketing methods. Google, Microsoft and Nokia are the prominent players in mobile advertising. The future holds a huge potential in terms of revenues from mobile advertising.

According to a report released by Informa Telecoms & Media, it is estimated that mobile advertising will generate USD 1.72 billion in 2008 and will rise to USD 12 billion in 2013. The report also advocates the use of banner ads as an effective tool in mobile advertising. The report highlights the significance of focusing on the long run and not the short term stumbling blocks.

Yahoo jumped on the bandwagon in June 2008 when it partnered with Publicis to integrate Publicis mobile advertising agency (PhoneValley) with Yahoo’s mobile developer platform language (Blueprint). The partnership is aimed at developing brands, reaching customers and maximizing sales through new techniques. It also aims to initiate cutting edge advertising strategies in the future.

Since the potential market for mobile advertising is huge, a few companies are exploring new horizons and expanding in new territory. For example, Millenial Media Inc., is venturing into Europe, Africa and the Middle East. Millenial develops ads for cell-phones and mobiles. Its CEO Paul Palmieri says “There is a tremendous growth opportunity for mobile advertising on a global basis, as evidenced by a rich and active mobile direct marketing industry, as well as surging demand from top brand advertisers.”

The media industry and brand advertisers are slowly catching on and making use of mobile advertising to increase market penetration. Mobile advertising has added support from applications like ringtones and pictures. Bluetooth advertising is also growing in popularity. Here, a company can advertise its products or services over a fixed area.

The three major search engines: Yahoo, Google and Microsoft have already realized the potential and the possibilities of the mobile advertising market. MSN uses banner ads on MSN mobile pages. Earlier MSN’s mobile advertising was confined to countries like France, Japan, Spain and UK. Recently it expanded coverage to include the US. Google also launched mobile image ads. When the cell phone browser is opened these image ads are displayed on the screen. However, the ad size is much smaller as compared to those for web pages. These image ads are connected to a web page and they follow the price-per-click model Google AdWords uses.

Mobile Advertising is one of best forms of mass medium advertising. It’s personal, and has a wider reach than any other form of advertising. It’s still early to comment on exactly how big or how successful it will prove to be. However, by all indicators “the future’s so bright you gotta wear shades.”

The predictions about the future revenues generated through mobile advertising optimistic. A brand advertiser, a mobile advertising company and the consumer will have different perceptions of mobile advertising. However, mobile advertising also comes with its fair share of drawbacks. Mobile ads are sometimes viewed as another form of spam and the advertisers as spammers. To resolve this issue, there are programs developed to give subscribers free talk-time for performing certain activities related to viewing ads. As far as the opinions of consumers are concerned, it’s a mixed bag. This is because people are simply not accustomed to being paid to view ads. Even if they are paid to view them, many still view the ads as a nuisance. It doesn’t make sense for the advertiser to pay a consumer to view ads if there are no conversions.

This launch includes Westside Pavilion in West Los Angeles, The Oaks in Thousand Oaks, Los Cerritos Center in Cerritos, Lakewood Center in Lakewood, and Stonewood Center in Downey. Bluetooth zones are located in or near food courts, cinema box offices, lobbies and other strategic locations throughout the more than six million square feet of retail space.

“Mobile marketing is vitally important for reaching consumers today and in the future,” said Scott W. Burchard, senior vice president of business initiatives for Macerich. “It makes perfect sense to partner with Intera to deploy their Bluetooth network as shopping centers provide a unique opportunity to reach millions of consumers with relevant offers at the point of sale.”

Macerich focuses on high-growth, attractive U.S. retail markets. In addition to properties in California, the company’s portfolio includes some of the country’s top-performing shopping centers in Arizona, the New York City metropolitan area and suburban Washington, D.C.

Intera’s AzureMayan Bluetooth Proximity Marketing network enables marketers and advertisers to deliver highly targeted messages to consumers based on their location and near the point-of-sale, when targeted marketing has the greatest effect. Most importantly the mobile user incurs no usage or data charges, unlike wireless carrier-based offers. Intera’s network is 100 percent opt-in, so consumers only receive offers and promotions if they choose. Intera’s content delivery system supports all major content formats including video, audio, images, downloadable mobile applications and text. Download rates are typically much faster than via wireless 3G networks.

“Macerich operates some of the nation’s most dynamic retail centers and serves as a model to other mall owners and operators looking to enrich value for tenants,” said Kevin Thornton, CEO of Intera. “Intera’s AzureMayan Bluetooth Proximity Marketing network has generated outstanding returns for advertisers, especially in environments where consumers have numerous options and are looking for the best possible retail experience.”

Intera Group is promoting its solutions this week at the National Retail Federation’s 98th Annual Convention and EXPO in New York City, booth number 1637.

About The Macerich Company

Macerich is a fully integrated self-managed and self-administered real estate investment trust, which focuses on the acquisition, leasing, management, development and redevelopment of regional malls throughout the United States. The company is the sole general partner and owns an 86% ownership interest in The Macerich Partnership, L.P. Macerich now owns approximately 77 million square feet of gross leaseable area consisting primarily of interests in 72 regional malls. Additional information about Macerich can be obtained from the Company’s Web site at www.macerich.com.

About Intera Group, Inc.

Intera provides out-of-home advertising and telecommunication services to over 4,000 businesses, including big box retailers, shopping mall owners and operators, cinema chains, gas stations and convenience stores, and transportation companies. Intera’s AzureMayan Bluetooth Proximity Marketing network will cover the Top 10 Designated Market Areas (DMA’s) and more in the USA by the end of 2009. Intera is working with global brands and their agencies to maximize the return on their marketing dollars, and partnering with analytics companies to bring online style measurements to out-of-home and mobile advertising. In business for over 20 years, privately held Intera is headquartered in Pleasanton, California. For more information, visit www.interainc.com.

Author: innovationmarketing

Keywords: bluetooth advertising crea international

Added: April 24, 2009

A lot of people today wonder about whether Bluetooth Marketing, and proximity marketing in general is legal, as people claim it can be considered as SPAM and annoying.

On the one hand, we must first see whether these marketing approaches are legal. Obviously, if they are not, there is no point discussing it any further, we can simply dismiss the discussion and file a law suit against anyone running such campaigns. The legal framework is different in every country around the world, and in some cases dramatically (take for example the death penalty). However, the European Union, now has some common guidelines across all its member countries, and so do the United States, for each state. Therefore, each country might have its own laws and I would be interested if any of you out there live in a country that has any specific laws about proximity or text marketing, I would be very interested to find out. Please leave a comment by clicking the yellow post-it note.

I am only aware of E.U. regulations by the European Commission, and I also came across this article, by Victoria Southern, a solicitor with Pinsent Masons, discussing the legal framework regarding SMS and Proximity marketing, in the U.K. She concluded that proximity and text marketing are both legal, as long as specific guidelines are adhered to, such as the ability to opt-out for the consumer in SMS marketing, and obtaining the consumer consent before sending them any content.

Even with the legality of the approach established, however, we all know (too well sometimes) that some marketing approaches, though legal, can be extremely annoying. In the case of proximity marketing especially, where the consumer is required to opt-in, we must take special care to ensure they have good reason too, otherwise the campaign is destined to fail miserably. I have written a separate article with some advice and tips on running a successful proximity marketing campaign, but the most important thing is not to pass your service on as spam. Proximity marketing is not just about broadcasting an image on to the passers-by mobile phones. It has a lot to do about the content of the message (be it video, image, audio, etc.) and the value the recipient of your message gets from receiving your message. For example, just sending out your logo via Bluetooth to anyone passing by your shop, might seem like a good way to increase awareness and brand recognition, but things are not always like that.

The first time an end user experiences proximity marketing and receives your message there’s a sense of novelty, and interest about the new way in which the message is received, but the user quickly gets accustomed to this, and sees the message for what it really is. When proximity marketing has become more common though, (which, incidentally, is not too far into the future) messages such as these will be considered spam. What you need is to provide some true value-added services to your customers. Give them some reason to want to use your proximity marketing service.

Among the available online resources is also the Mobile Marketing Association website, which contains a code of conduct for mobile marketers, and also provides a number of other resources such as mobile advertising guidelines, etc. These can be useful tools if you are looking to run a successful campaign, and want to avoid common pitfalls, and it’s a good place to start.

In general, I would say the legal issues are easily overcome. What is more difficult, and also of more value and to the point, is picking the right one out of all the proximity marketing services you can offer to your audience, and run a campaign which benefits everyone: the marketer, the end-user, and the service provider. Happy mobile marketing!

Giorgos Saslis

http://www.mobile-marketing-blog.net/

Mobile Marketing Campaigns & Mobile Advertising News.
Bluetooth Marketing & Proximity Marketing Updates.

Article Source: http://EzineArticles.com/?expert=Giorgos_Saslis