MOBILE ADVERTISING PARTICPATION TELEVISION

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MOBILE ADVERTISINGPARTICPATION TELEVISION
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Eyes vs. Fingers
Turns traditional TV into targeted one to one iADS
Voting Rock Star Verizon Wireless
Sweepstakes American Idol Ford
Play _at_ Home TV Playmania Dicks Sports
User Generated Content E! Red Carpet Motorola
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Integrated Participation Marketing
SolutionsDeliver Results
Audience
SMS
IVR
WWW
Program Management
Mechanic
Creative TCs Promos / Alerts Downloads /
Games Opt-In Direct Marketing Delivery Monit
oring
Repeat Drivers / Loyalty
Game Channels Contest Vote/Poll Sweepstakes
Direct Response
Integrated Participation Marketing Campaign
Creative Best Practices
CRM Repeats/Loyalty
Fulfillment
Technology Reliability
Legal Ts Cs
Reporting Analysis
Real-Time Feedback Evolution
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What is participation TV

• Participation TV Level Example
• Immersive Participation Play TV Viewers are
  the Show
  
• Mass-Scale Impact Voting Viewers create the
  outcome
  
• Interaction Contests, Trivia, Polling,
  Txt-2-TV, etc.
  
• Promotion Sweepstakes Mobile
  Messaging, Online, and Voice
  

Audience Impact

• End-user participation depends on
• Program concept and creative
• The promotion communications copy and execution
• Communications media used
• Number of Calls-to-Action

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How to increase your ROI

• Media Rich vs High Adoption
• Mobile Applications or Streaming Content
• Immersive brand identity experience
• More complex consumer experience
• Ranges from 3 to 19 adoption (Video to Ringtone
  download)
  
• Mobile WAP
• Media Rich delivery for off portal applications
• 11 adoption rate
• Mobile TXT
• MMS shortcodes not available
• SMS is not media rich
• Highest data adoption rate of all data service at
  35
  
• Mass adoptive services have produced more
  participation

Source Forrester December 2006