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The London Games are are in full swing and the television ratings alone stagger the mind, but that’s just a small part of the overall picture. Broadcasters are limited to just one country or region, but digital viewership – and mobile advertising - has no such restrictions. This year, YouTube will live stream the year’s biggest sporting competition throughout the world. And, since so many viewers will watch the London Games on mobile, HTML5 mobile rich media ads are a great way to engage that huge audience.

London Games Timeline 2

The Games provide a fantastic opportunity for integrated, branded mobile advertising, and not just for sports advertisers or official sponsors of the Games. HTML5 mobile rich media ads can focus on specific parts of the Games’ audience – like fans of a particular sport – and appeal to them directly. For example, check out the Sports Timeline, a concept we created specifically for the Games:

The mobile ad presents users with a fully interactive timeline that they can easily navigate by touch. It can appear within an app or a mobile site, or it could be a stand-alone microsite. Either way, the mobile ad shows key moments in the history of a sport – like inventions, innovations, major new records, and the year the sport entered the Games. One or more of the points on the timeline ties in directly with the advertiser’s message.

A mobile ad like this presents information that viewers won’t get from the Games themselves. The broadcast of the cycling competition doesn’t talk about the history of cycling; it talks about who’s winning the race. The mobile advertising timeline concept fills in that gap and complements the experience of watching the Games, for experts and new fans alike. It can even reach fans who are actually at the Games in person – something television ads can never do. And, since users specifically choose to look at the timeline for each sport, we know they’re particularly engaged: no need to worry about wasting impressions on fencing fans when you only want to reach cyclists.

The Sports Timeline concept is not limited to sports drink or equipment manufacturers. The mobile ad is an exercise in branding. It aligns a company with a particular concept and with the Games as a whole. i For example, a digital camera maker could mention the role of the “photo finish” in equestrian events to show off its history of innovation. Or an automobile manufacturer could demonstrate its commitment to sustainability by showing how energy-efficient cars with advanced GPS track cyclists along their route. Or the U.S. Marines might align themselves with fencing events, because Marines in uniform still wear swords! And who doesn’t love swords? You get the idea – the Games are a treasure trove of demographic data, regardless of industry.

Don’t be shy of large events with worldwide audiences. Hundreds of millions are excited for the London Games. Mobile advertising provides opportunities to get in front of small slices of a very, very large pie, and it offers a more interactive and engaging experience than traditional television advertising. The timeline ad concept is just one example; it taps into the audience’s excitement and need for new information, and it offers genuine value.





This is the second in a series of excerpts from a new white paper on How to Create Successful Mobile Apps: Strategies and Tactics for Brands, Advertisers, Agencies, & Marketers.

Marketing Benefits of Mobile Apps

Provide Instant Gratification

Since an app is installed on a consumer’s device, all your functionality as well as the bulk of your graphics and content will reside on the device. This allows your app to always be available for immediate use; the consumer doesn’t have to wait for long downloads every time he wants to access your content. Today’s media-oriented consumers are accustomed to having instant access to rich media on their television sets, DVD players, video game systems, tablets, and mobile phones. Apps uphold this expectation while providing rich, customized content.

If you can imagine it, you can probably create it.

Rich Media Increases Engagement

samurai sounds How to Create Successful Mobile Apps White Paper Excerpt #2: Marketing Benefits of Mobile AppsMobile apps allow you to develop highly customized, rich media experiences that engage mobile users. Building audio, video, photos, graphics, and text that effectively communicate your brand and marketing message is sometimes not possible on a mobile site. A custom mobile app is designed to incorporate all of these types of media to offer the richest experience possible.


Enables Deep Customization

action countdownCreating your own app lets you customize both content as well as look and feel. If you can imagine it, you can probably create it. Apps offer many options for designing custom screens, functionality, and experiences. Custom apps provide the same high-quality delivery of a television commercial, video game, or a very rich online experience. Since you know your audience’s demographics, psychographics, and other characteristics, you can create apps that match your users’ preferences.

Maximize Device Capabilities for Exciting Interactions

Since the release of the iPhone in 2007, Apple and its competitors have added sophisticated new device functions that are now considered standard. Examples: GPS, high-resolution camera lenses, accelerometers, high-resolution touch screens, and faster processors. Brands, marketers, and advertisers can take advantage of these phone capabilities as they develop high-quality, sophisticated apps that perform like computer programs.

These technical improvements provide significant marketing benefits by allowing companies to create interactive messaging that persuades the viewer to take action. Touch screens, in particular, heighten user engagement as mobile app users move their fingers across the screen. Likewise, higher-resolution displays increase user satisfaction with photo and movie media. GPS creates the potential to lead viewers right to the nearest store.

Communicate a brand’s message quickly and effectively while dazzling them with richness.

Visually Represents Brand Well

vodka flavors blood orangeDue to rich media and technical advances in smartphones, brands can take advantage of high-quality graphics, photos, videos, and audio that display well on high-resolution mobile screens. Gone are the days when apps from different industries typically looked the same due to device constraints. For example, a serious financial app might have appeared similar to an entertainment app. Now, the creative possibilities are staggering.

Use Rich Experiences to Target and Attract People

soda sound mixerWith the technical bar having been raised by Apple and other smartphone manufacturers and software developers, people now expect visually stunning mobile apps. The multimedia components in an app need to communicate a brand’s message quickly and effectively while dazzling them with richness. It’s the potential for interaction and the great content that keeps them coming back for more.

Excerpts from this white paper are being published on Omega Mobile’s Mobile Experience Blog. You can download a full copy of the white paper here:

How to Create Successful Mobile Apps White Paper Strategies and Tactics for Brands, Advertisers, Agencies, & Marketers




Every few years the world gets together on one stage to compete against each other in sports, but mobile advertisers are competing with each other in the business world every day. While athletes compete in London, smart marketers will take advantage of every opportunity they can get to tie their advertising in with this unique opportunity.

London Games Olympic Poll Concept

TechBargains survey showed a high amount of mobile video viewing and social interaction is expected during the games. It revealed that, “Nearly half (44%) of respondents said they would interact with social media often or very often during the Olympics.” As a brand or advertiser, how can you capitalize on what is at the top of everyone’s mind? One way is to conduct mobile polls that build on the concepts of competition and winning.

In an earlier post, 2012 Olympics Mobile Advertising & HTML5 Concepts, I shared some concepts we developed around the games for and with our partners in mobile advertising. One idea featured a polling concept that could run throughout the day around various sporting events. This post will cover the mobile advertising polling concept in more detail. In our original concept the viewer initially sees a mobile advertiser’s ad with a specific event listed under it with the question, “Who do you think will take home the gold?”

While the ad stays up, the viewer sees a flag and country name for each of the participants. Then it goes to full screen with the question again and shows each of the countries so the user can vote. The next screen presents voting results and invites viewers to post their pick to Facebook or Twitter. The mobile advertiser gets a good amount of on-screen time while the user thinks about the event and the advertising sponsor. It’s engaging and effective.

Voting on who will win an event ties into the most common discussions people have on a daily basis. Plus you get bragging rights if you guess correctly. Polls can target specific audiences so not everyone views the same sport. Content and results are animated via HTML5. As an advertiser, you can choose any type of sport to focus the polling or voting around. Just think what fun and consumer engagement various industries could have with other polls tied into a sporting events theme:

  • QSR (Quick Service Restaurants): Use HTML5 mobile rich media ads to get consumers thinking about the food choices you offer. They could vote on what they think is the healthiest menu item from your restaurant to eat after a competition. Then offer a discount on the winning food to whoever voted.
  • Travel: Show footage of all the London sites and then sponsor a poll about where the ideal games should be held. As visitors vote on specific locations, tie that in with footage of the suggested site and offer great travel deals so they don’t have to wait any longer to see it for themselves.
  • Retail/Fashion: A retail store could have fans vote on the best outfit to wear to a sports competition. Participants could receive coupons for their winning ensemble. A sporting goods store might sponsor a poll about which athletic apparel helps you perform at your best when swimming, playing volleyball, or shooting hoops.

Mobile advertising related to large-scale events is all about taking advantage of timely opportunities and thinking about how your brand’s product or service ties into the event. You can have fun, engage users, and increase sales with this type of marketing strategy. Just remember, it’s great to tie in with a major event for branding and awareness, but the point is to get somebody to take an action regarding your product or service.




From Flixster app user to Target shopper in 60 seconds or less? That’s the goal of Target’s new Spider-Man mobile advertising campaign, which use exclusive mobile content to drive retail sales. Mobile Commerce Daily reports that Target’s Spider-Man mobile advertising connects Flixster users with movie-related merchandise for purchase online or at their local store. Target could also take its mobile advertising campaign one step further – bridging the digital world and real world with check-ins, in-store discounts, and even augmented reality.

Target Spiderman Mobile Advertising

Driving Target’s ad traffic is a streamlined mobile design that features an exclusive Spider-Man movie trailer. In addition to the exclusive video content, Target’s mobile ad landing page showcases Spider-Man related products organized by categories such as movies, games and toys, comic books and party supplies. Each category includes individual product pages where users can read reviews, add items to their basket and purchase their merchandise – without ever leaving the mobile marketing app.

While I’m excited to see such strong integration within a single mobile ad, Target could take mCommerce even further by bridging the digital world with its brick and mortar stores. Last April, Walmart gave us a preview of how movie fans could engage with in-store merchandise through an Avengers augmented reality mobile app. Fans first downloaded the “Superhero Augmented Reality” game and then visited their local Walmart store for a scavenger hunt. Players located strategically placed signage, aimed their smartphone camera at the sign, and then collected superhero powers. Once all the powers were unlocked, players could access the game’s final level, defeat Loki, and save the world. Target could do something similar – using the Flixster mobile advertising to promote the augmented reality game.

What if the mobile ads could also track when users check-in at Target via Foursquare or Facebook? The mobile ad could then direct shoppers to a specific aisle, where they’ll find the merchandise they just viewed in the ad. Look at a Thor mask after viewing the ad? Shoppers would be directed to Iron Man and Avenger products, rather than Spider-Man merchandise.

Target already allows mobile users to look up products by aisle number at local stores. Integrating this feature in the ad’s mobile design is a logical next step. The ad could even include a list or in-store map that shows product locations for each item in which a customer is interested.

A check-in at a local movie theater could also trigger other actions from the Target ad. For example, the mobile ad could reward the moviegoer with a coupon that’s good for a discount on any Spider-Man related merchandise purchased within 48-hours of the movie viewing at a nearby Target.

What if the Target mobile ad could help customers avoid in-store shopping all together with a new spin on traditional mCommerce? Customers could place their Spider-Man merchandise orders via the app and then swing by their local Target to pick up their purchases. Purchases would be paid in full via the app. Rather than wait in line at a customer pick-up station, online shoppers would head straight to a secure locker station, where they would enter a code to access their purchase. This marries the instant gratification of in-store shopping with the hassle-free world of online shopping. No need to wait in lines, search for items or wait for products to be delivered.

Finally, the mobile ad could prompt customers to opt-in to product alert messages. As an opt-in incentive, Target could thank customers who sign-up for product alert messages by rewarding them with a discount on any Spider-Man purchases. Target would then have an additional opportunity to target potential customers when the Spider-Man DVD is released.

How would you integrate mobile advertising and mobile commerce with in-store retail?




Have a great idea for a new mobile product or initiative? You won’t get very far without an equally great mobile prototype. A mobile prototype is the one chance you get to pitch your product or service – whether it’s a mobile app, a mobile microsite, or even an iframe mobile widget. A great prototype is essential to selling your clients, enticing investors, or getting approval from internal divisions on your vision.

Prototyping Top 10

“Prototype” and “demo” are two commonly confused terms. A prototype is an early version of a product with specific functionality. A demo is a story, vision piece or demonstration of underlying functionality as opposed to being an early stage product. While prototype and demo mean two separate things, the terms are often used interchangeably. For the purposes of this post, we’ll use the term prototype.

Mobile prototypes can vary from quick and dirty low-fidelity renderings to months long, enterprise-scale initiatives. However, all prototypes share several things in common. From storyboarding to creating an in-screen mobile demo, a successful mobile prototype must address three fundamental needs:

  • What is the purpose of this mobile product?
  • How does it further the client’s needs?
  • How will users interact with this product?

Why do so many good mobile product ideas get shot down? The company fails to create an effective prototype. Don’t let this happen to you. Whether you need to sell your client on a mobile initiative or pitch a new product to your boss, here’s what to do.

#1: Stay on Target. What will your mobile prototype accomplish? It’s all about driving business results, isn’t it? Start with your business goals and your core messaging. Everything should flow from there. Think about your client’s needs and explaining how your product will meet them. Don’t get caught up in the bells and whistles of fancy technology – stay focused on your client.

#2: WIIFT – What’s in it for them? The goal of mobile prototyping is to sell your product to the client. While demonstrating new technology is fun, it’s not your final goal. Your client assumes that your technology will work. They need to be shown how the technology will benefit them and their customers. To do so, don’t ignore the user interface. Otherwise, when your prototype is sent to senior business developers for review, it will be shot down. Clearly show your client what’s in it for them. Will your product enhance their marketing efforts? Will it help them reach new customers? Show your client that you understand their challenges by demoing a solution that meets their needs. Every aspect of your prototype – including the UI – should show your client that your business is about meaningful solutions, not just fancy technology.

#3: Go big or stay simple. Your mobile prototype should either look like a professional-grade product or be a simple, grey-scale wireframe. Anything in between these two extremes looks unfinished and unprofessional. Worse, customers will get hung up on color changes, logos and other unimportant details – missing the big picture.

#4: Plan user flows and leverage shortcuts to demonstrate features. Map out user flow on your mobile prototype so you are not constantly bouncing back and forth between screens. Use shortcuts to demonstrate functionality and content. Animated feature sequences are an easy solution.

#5: Fake it ‘til you make it. There’s no need to program everything. Use visuals to explain user flow and demonstrate functionality. Save time by demoing one feature and suggest functionality elsewhere. For example, your prototype could include five different menu items, each suggesting specific functionality. Only one of these five items needs to be active in order for your client to understand how they all operate. Unless your product is a server, there probably is no need to connect your prototype to a server. Instead, use an animated progress bar or spinning wheel as a stand-in for the connection.

#6: Auto or Manual? An animated mobile demo is an easy way to show how a user interacts with your mobile product. For example, you could show a finger making different selections to symbolize how a user interacts with items on the screen. Consider whether a self-running web demo or a presenter-controlled demo best meets your mobile prototype pitching needs. A presenter-driven demo, where you remain in complete control of the demonstration, is more interactive and effective. You can also do both, which is helpful if your pitch meetings are both in-person and virtual.

#7: Make your mobile user interface stand alone. No handholding allowed! If your client will be interacting with your prototype, make sure the interface is user-friendly and intuitive. Be sure to test this interface in advance for unforeseen complications from user error.

#8: Set up for fast changes. Pitching the same mobile product to multiple companies? Create an intelligent mobile prototype that can be easily reskinned for each client. A quick swap of colors, logos, and content examples saves time and is more likely to win you the business.

#9: Divide and conquer. When customizing a generic mobile prototype, keep your client’s industry in mind. Start by dividing your prototypes into verticals, such as retail, automotive and entertainment. This will make additional customization quicker and easier.

#10: Sell the sizzle. Don’t overthink it. A mobile prototype is meant to demonstrate capabilities, generate conversation and spark enthusiasm. It’s not a perfect solution to meet the client’s every need. If it were, then you’d already have a finished product! Let the client get excited – your job is to translate this excitement into a successful sale.





This is the first in a series of excerpts from our white paper on How to Create Successful Mobile Apps: Strategies and Tactics for Brands, Advertisers, Agencies, & Marketers.

create successful mobile apps How to Create Successful Mobile Apps White Paper Excerpt #1

Mobile Apps Enable Richer Consumer and Brand Interactions

About Mobile Apps

Similar to software installed on a desktop computer, Mobile apps are software that is stored and run on a mobile device. This allows the software to take advantage of the capabilities provided by the mobile device it runs on. From consumers’ standpoints, apps offer instant gratification. They see an icon for an application directly on their mobile device. When they select that icon, the application loads immediately and is ready for their use.

People carry their smartphones everywhere they go.

Mobile Apps Offer Limitless Communication Possibilities

Mobile apps offer almost unlimited capabilities. As long as your targeted handsets support it, you can deliver virtually anything. This benefit, along with mobile’s highly personal nature, renders it a critical tool for marketers. People carry their smartphones everywhere they go. GPS capabilities further facilitate interaction between your message and the viewer.

Plus, when you send your messages, smartphones also allow consumers to respond immediately through a simple button press. When they press it, behavioral profiles and analytics are delivered to your company.

Below we’ve included some examples of content you can deliver to your mobile apps users from app installation to follow up.

Stay Top of Mind with Messaging

Keep consumers tuned to your brand by inserting standard messages, photos, graphics or videos within the app, then updating them with new information whenever you wish. Note that sending messages at regular intervals is more important than the number of messages you send. In fact, too many messages may turn off mobile app users. So always consider why you’re sending a message and its value to the receiver.

Engage Users with Offers

Exciting new offers keep app users engaged, causing them to return to your app more frequently to check out the latest promotions from your brand. You don’t always have to offer substantial product discounts to attract users. Just send them on a regular basis and make them fun and engaging.

Drive Purchasing with Coupons

Most people enjoy receiving discount coupons to purchase products or services. You might even try a theme. For example during holidays or special events, consider sending a coupon related to that theme. If you’re an athletic shoe company, you might send promotions tied to large athletic events. If you’re a toy store chain, you might ramp up your coupons during the holidays. Having a reason for sending the coupon makes it much more relevant to the consumer.

Enhance Messaging with Videos

Everyone likes viewing videos. You can use them to better explain products, services, almost anything. The key is to keep your videos concise and only send quality videos to your app users. In our age of YouTube and smartphones with built-in high-resolution cameras, app users expect and recognize quality.

Today’s media-oriented consumers are accustomed to having instant access to rich media.

Use High-End Graphics to Maximize Your Brand Image

Appropriate graphics are particularly adept at quickly and effectively communicating a brand’s image. However, if you want your mobile apps to positively reflect upon your brand and/or match existing campaigns, quality graphics are critical. They need to match the sophistication consumers have come to expect from you and your branding. You can incorporate any graphics you like, including animated ones that complement text and other content.

Mobile apps allow you to develop highly customized, rich media experiences that engage mobile users.

Excerpts from this white paper are being published on Omega Mobile’s Mobile Experience Design & Strategy Blog.

You can download a full copy of the white paper here:
How to Create Successful Mobile Apps White Paper – Strategies and Tactics for Brands, Advertisers, Agencies, & Marketers




We published a white paper earlier this year on creating successful mobile apps. The white paper provides an overview of how marketers, advertisers, agencies, and brands can effectively create mobile apps to improve brand recognition, boost lead generation and increase customer engagement.

white paper cover

Key Topics:

  • Maximizing best practices for creating sticky apps
  • Leveraging social media to reach more consumers
  • Enhancing communications between brand and consumer
  • Capturing leads while increasing engagement
  • Enabling viral messaging to promote products and services
  • Creating unique interactivity to increase engagement
  • Targeting and enticing more consumers through rich media

The white paper also facilitates the mobile app creation process by providing easy-to-use worksheets that help with initial planning, such as evaluating apps for inspiration and setting goals and strategies. Another worksheet assists with the design phase. Others target content and social strategy development.

Over the next few weeks, we’ll be releasing a series of excerpts.

You can download a full copy of the white paper here:
How to Create Successful Mobile Apps White Paper: Strategies and Tactics for Brands, Advertisers, Agencies, & Marketers




There is no question that Amazon is the leader in the eBook industry, but recent news about Microsoft’s strategic move with a $300 million investment into the Nook, B&N’s eBook reader has created some interesting buzz. On the surface it seems as if B&N is to gain, but when you look closely you can see a lot of possible implications of the deal.

blog post microsoft nook investment Microsoft, Barnes and Noble Marriage – A New Digital Birth for Tablets & eReaders?

Both the Mobile Marketer and Forbes discuss the new major move. In the Marketer, it sounds as though such a partnership is tenuous at best, with the thought that Microsoft just bought into yet another failing idea like the Zune or SPOT. Senior analyst of eMarketer, Paul Verna states that it helps to have the funding of a big company, but it doesn’t seem like the best move for Barnes and Noble.

The folks over at Forbes have a different discussion going on. Contributing writer, David Coursey has the opinion that Amazon’s Kindle could “be very dead,” as a result of Microsoft’s new partnership. Why? Initially Amazon may have the upper hand for the next couple of years. But as Coursey points out, Microsoft is about to pour $300 million into the Nook’s design and marketing strategy over the next five years.

Microsoft’s move could prove extremely beneficial in boosting their brand. Microsoft also owns Xbox which is another consumer electronics mainstay for gamers and the entertainment industry. Investing money in the Nook, which is already a well-known brand, allows them to take some of Amazon’s market share as well as gain a foothold into two markets: tablets and e-readers.

Here are some possibilities for what could happen:

  • Make Bing the Default Nook Search Engine: If Bing was the default search engine for the new Nook, and already is for other Microsoft products, it could provide Microsoft a better standing in household consumer usage.
  • Extend Content to Windows 8 Platform: Microsoft could take Barnes & Noble content and distribute it and sell it across Windows 8 devices. Maybe Microsoft just bought access to a large content library.
  • Engage the Student Market: Microsoft has the chance to delve into the world of student books and apps. While Amazon does boast of a pretty large network of users and readers in the eBook world, the new partnership has murmured thoughts on pushing the new Nook into the handle of college goers.
  • Tight Xbox Integration: The Nook could be a gateway to the Xbox universe and vice versa.
  • Microsoft Suite on Devices: If the Microsoft Office Suite comes to the Nook it could funnel in new customers into the Office product line. It could also allow students and Office workers to work on their Microsoft documents thereby making their Nook device their tablet of choice.
  • Advertising: Microsoft Advertising could power the Nook. This would allow Microsoft with some interesting advertising opportunities. Think of how contextual ads can be when you have such a wide purchase and browsing history available (which you would if people are purchasing and browsing content through their Nook). I’d still love to see ad-subsidized books and contextual ads based on what you’re reading. More thoughts in this post: Amazon Patent Suggests Mobile Ads for Kindle

It’s great to see more competition in the eBook space. Dominance by any single player tends to lead to stagnation. As with any new partnership, it remains to be seen what good Microsoft can do with the Nook. Microsoft stands to gain a good amount from this partnership: possible advertising in the Nook, a stronger platform, and increased market share for Bing. What does B&N gain? A large cash influx and some muscle to compete with Amazon.




Over the past year we’ve worked with mobile advertising partners creating various mobile rich media ad products and HTML5 mobile ad experiences. We want to share some of the latest HTML 5 and microsite concepts we created around the 2012 Olympic Games.

2012 Olympics Mobile Advertising and HTML5 Concepts

Our concepts fell into two groups: for official and non-official sponsors. Since only official sponsors are allowed to associate themselves directly with the Olympic games, we came up with “live-data” concepts for official sponsors. We wanted to tie into the excitement and immediacy of the games. The ideas became ads as news. The concepts tie into close to real-time sports data providers so the ad viewer could get the latest Olympic information. A couple of ideas include:

  • Medal Count – Allows consumers to see up-to-the minute medal count results.
  • Daily Previews & Recaps – Consumers received the latest Olympic news and previews of coverage and events occurring later in the day.

We also needed to broaden the concepts to non-official sponsors to broaden the business opportunity for our partners. Concepts we designed for sponsors (official or not) include:

  • HTML5 Mobile Casual Games – We focused on a basketball mini-game. Remember the game you played as a kid where you had one minute to take as many shots as possible? That’s essentially recreated using HTML5. Many don’t know that interactive games with Flash-like experiences can be developed with HTML5 and be deployed today. The most exciting thing about HTML5 mobile games is that they can be distributed across mobile web. This means larger reach and a larger audience.
  • London Games Quiz – Another concept we developed is an HTML5 mobile quiz game based on Olympic trivia. Users have a time limit and the faster they respond, the higher the score gets. Users are allowed to then share and post results, as well as inviting other friends to play.
  • Sport Timeline – In this concept we created an interactive HTML5 mobile experience where the user interacts with a timeline. As they move their finger across the screen dates, copy, and photos update as the consumer sees information about the innovation for a particular sport. This allows a sponsor or advertiser to associate themselves with any type of sport.
  • Polling & Voting – We wanted to use polling concept that could be run throughout the day around various sporting events. Voting on who you think will win an event ties into the most common discussions people have on a daily basis. Plus you get bragging rights if you guess correctly. Polls were also targeted for specific audiences so not everyone views the same sport. Content and eesults are animated via HTML5. Advertisers can choose any type of sport to focus the polling or voting around.

The experiences we’ve been working on often get served via an expandable banner ad or a mobile microsite. HTML5 for mobile is especially exciting in that it’s enabling wide-scale interactivity and experience over mobile web. You’ll start seeing more and more rich experiences outside of apps.

Sponsors or advertisers can create custom experiences and UI components and are not relegated to standard web UI controls. HTML5 makes mobile advertising more enjoyable and encourages users to linger on microsites longer. An article in Digiday predicts major mobile interaction around the Games this summer, which gives advertisers a great chance at marketing products through dynamic microsites.

Over the next few weeks we’ll be sharing more about our Olympic as well as other concepts. Stay tuned.




What is it about Mother’s Day? Or for that matter, mothers in general? It seems like every time I’ve had a conversation lately about someone’s core audience, they tell me “We’re targeting moms.” Michael Kors is tapping into the mom market with a well designed mobile strategy. They are rolling out their latest and greatest with a mobile campaign targeting just Mother’s Day. Targeting a niche market along with an event is a solid mobile strategy that offers many opportunities.

blog post mobile design strategy michael kors Mobile Design Strategies for Niche Markets & Events Inspired by Michael Kors

As an article points out in Luxury Daily, fashion label Michael Kors is the leader this Mother’s Day on social media, particularly with a mobile based contest. Marketer John Casey pointed out, “…Next Mother’s Day, a mobile-based contest will be old news.”The article goes on to describe Michael Kors newest campaign, spear-headed with a mobile-based contest. To get the word out to their current customer base they used other social media channels such as Facebook, Twitter, and Pinterest to push the contest. Using the slogan “What She Wants,” the basic premise behind the contest is to funnel potential customers to the Kors ecommerce site which leads them to a specific area with cherry-picked gifts that mother’s would love.

CEO of Cross Pixel Media, Alan Pearlstein, agrees that there is a pressing need to examine the smaller markets instead of the broad scope. So instead of the Kors brand marketing to all women who could potentially become mothers, those who will not become mothers at all, or just women in general, they chose a specific demographic:

  • Women over 40 (Facebook’s most active group)
  • Women who have discretionary income to purchase luxury items
  • Women who use their smart phones on a regular basis to shop

The idea of using a mobile based contest is not new, but the strategy of using an event or holiday to increase brand or product awareness is a good one. Michael Kors took one section of the bigger piece of market pie, and narrowed it down specifically t o those who would be interested in Kors products, and those who need to buy their mother’s a gift. By using the catchy tag-line “What She Wants,” Kors is implying that yes, of course, your mother wants a product with the Michael Kors brand.

This works well as part of a mobile design strategy. Mobile niche marketing is an excellent way to push a certain type of product or service into the public’s eye but careful planning is essential to a campaign’s success. Initially you will want to examine which events, holidays, or seasons work the best for your campaign. Analyze what products will fit within the event you have in mind. If you are unsure which products, or which event might work the best, run a few test campaigns to see where you get the biggest response. You could even segment an ad and direct it to different target markets to see which demographic responds.

Once you have figured out what works and what doesn’t, then consider scaling your campaign. It is essential that you get the marketing message down beforehand. The next step would be to find neighboring markets to branch into. For instance, the Kors brand might realize that men need to buy Mother’s Day gifts too for their mothers or wives. What kind of campaign would answer and meet their needs? Last-minute gift ideas, calendar reminders, and other helpful items provide high value to potential male customers.

A caveat to all these good thoughts on scaling down your market: if you do not measure, you will fail. It is ultimately up to you to examine the data of your market to determine where there is a need. It’s vital to examine your analytics to see what target market you could grow a campaign with. Mobile ads and especially mobile contests targeted for certain type of individuals will garner more success than the casually flung campaign across any and all who might stumble upon it.