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Birds-eye View at OMMA Mobile 2009
By David Baron,
When preparing for my flight to New York to attend the OMMA mobile conference I went online to print a boarding pass and was given the choice of printing a page with my boarding pass or to have a 2D bar code sent via MMS (Multimedia Messaging Service) to my smartphone. How cool was that, I thought. No paper; just scan my phone above the bar code reader when boarding and I am on my way. I would have been just as happy printing a page because this is what I always used to do before a flight. But given this new choice and embracing a new way of doing things, it has made my life of flying a little better. This experience was the ideal introduction to OMMA Mobile 2009.
The conference started off with a sponsored breakfast presentation by Stu Rodnick, senior director, Strategic Insights, Platform-A. In his research he found that 1 out of every 7 minutes is spent using mobile media. If you ever used your cell phone while viewing other media you won’t be surprised to find that 77 percent use TV and mobile concurrently.
Here are some recent statistics on where consumers use their mobile devices:
81% shopping
82% at work
80% at home
65% while commuting
As advertisers we need to be aware that mobile outperforms online by five times, said keynote speaker Joy Liuzzo of Insight Express, Mobile AdInsights. “Mobile works because of less clutter and this leads to a better attention span by the consumer,” she said. Liuzzo also predicts that “mobile video will see the most growth across all age groups.”
If you can remember the day when you switched from dial-up to broadband you will be excited by the comment from keynote speaker Maria Mandel of Olgivy Interactive: “Broadband is transforming mobile just like it did for the Web.” Maria goes on to identify what consumers are looking for. “People don’t like mobile advertising … what they want is utility, information, tools and entertainment,” she said. I would like to personally add that the companies who ‘get it’ — the concept that mobile is personal — and capitalize on this opportunity will have a dedicated following of engaged consumers. Companies that step out of their comfort zone of banner ads and text messages and into the lives of consumers to give tools and options that make their lives easier, better and safer will lead in their industry.
The keynotes were followed by seven panel discussions ranging from social media and the iPhone to negatives about the mobile hype. A deep dive into any of these topics is worth an entire article itself so e-mail me your interest and we will take the most requested topic and post at a later date.
Let’s talk commerce for a few minutes. Below are some statistics that are indicators that M-Commerce is being accepted in the mobile space.
- 18-24-year-olds are leading the way with 30% of them engaging in M-Commerce
- 53% of people will click on a mobile ad and 24% will make a purchase
- Subscriber access to mobile Web is growing at 54% year over year
- Advertisers will spend $3.3 billion by 2013 on mobile advertising, up from $760 million in 2009
Graeme Hutton, senior vice president and director of Consumer Insights at Universal McCann, said this is going to be a huge area for retailers. “81 percent of people use their phones while shopping” to get more information on products or comparison shopping to get the best deal. The idea of secure transactions is a mental hurdle for the mobile industry just like it was years ago for online.
We are used to saying mobile is the third screen behind the computer and television but it is fast becoming the first screen instead. Clients and advertisers alike have to be educated and encouraged to take that first step into mobile.
One of the most recent and more impressive campaigns mentioned was for Dairy Queen, which had a 22 percent CTR (Click-thru-rate). The ad was delivered at 5 p.m. when people start to think about dinner plans and it promoted meal options from $3 to $5 with the tagline ,“Dinner is your choice with Sweet Deals.”
It is indeed a sweet time to get into mobile.
David Baron, PMP, is an independent consultant and interactive project manager with experience launching successful projects in online, mobile, gaming and interactive television. You can reach him at davidjbaron@yahoo.com.
When preparing for my flight to New York to attend the OMMA mobile conference I went online to print a boarding pass and was given the choice of printing a page with my boarding pass or to have a 2D bar code sent via MMS (Multimedia Messaging Service) to my smartphone. How cool was that, I thought. No paper; just scan my phone above the bar code reader when boarding and I am on my way. I would have been just as happy printing a page because this is what I always used to do before a flight. But given this new choice and embracing a new way of doing things, it has made my life of flying a little better. This experience was the ideal introduction to OMMA Mobile 2009.
The conference started off with a sponsored breakfast presentation by Stu Rodnick, senior director, Strategic Insights, Platform-A. In his research he found that 1 out of every 7 minutes is spent using mobile media. If you ever used your cell phone while viewing other media you won’t be surprised to find that 77 percent use TV and mobile concurrently.
Here are some recent statistics on where consumers use their mobile devices:
81% shopping
82% at work
80% at home
65% while commuting
As advertisers we need to be aware that mobile outperforms online by five times, said keynote speaker Joy Liuzzo of Insight Express, Mobile AdInsights. “Mobile works because of less clutter and this leads to a better attention span by the consumer,” she said. Liuzzo also predicts that “mobile video will see the most growth across all age groups.”
If you can remember the day when you switched from dial-up to broadband you will be excited by the comment from keynote speaker Maria Mandel of Olgivy Interactive: “Broadband is transforming mobile just like it did for the Web.” Maria goes on to identify what consumers are looking for. “People don’t like mobile advertising … what they want is utility, information, tools and entertainment,” she said. I would like to personally add that the companies who ‘get it’ — the concept that mobile is personal — and capitalize on this opportunity will have a dedicated following of engaged consumers. Companies that step out of their comfort zone of banner ads and text messages and into the lives of consumers to give tools and options that make their lives easier, better and safer will lead in their industry.
The keynotes were followed by seven panel discussions ranging from social media and the iPhone to negatives about the mobile hype. A deep dive into any of these topics is worth an entire article itself so e-mail me your interest and we will take the most requested topic and post at a later date.
Let’s talk commerce for a few minutes. Below are some statistics that are indicators that M-Commerce is being accepted in the mobile space.
- 18-24-year-olds are leading the way with 30% of them engaging in M-Commerce
- 53% of people will click on a mobile ad and 24% will make a purchase
- Subscriber access to mobile Web is growing at 54% year over year
- Advertisers will spend $3.3 billion by 2013 on mobile advertising, up from $760 million in 2009
Graeme Hutton, senior vice president and director of Consumer Insights at Universal McCann, said this is going to be a huge area for retailers. “81 percent of people use their phones while shopping” to get more information on products or comparison shopping to get the best deal. The idea of secure transactions is a mental hurdle for the mobile industry just like it was years ago for online.
We are used to saying mobile is the third screen behind the computer and television but it is fast becoming the first screen instead. Clients and advertisers alike have to be educated and encouraged to take that first step into mobile.
One of the most recent and more impressive campaigns mentioned was for Dairy Queen, which had a 22 percent CTR (Click-thru-rate). The ad was delivered at 5 p.m. when people start to think about dinner plans and it promoted meal options from $3 to $5 with the tagline ,“Dinner is your choice with Sweet Deals.”
It is indeed a sweet time to get into mobile.
David Baron, PMP, is an independent consultant and interactive project manager with experience launching successful projects in online, mobile, gaming and interactive television. You can reach him at davidjbaron@yahoo.com.
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