Archive for Mobile Marketing


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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?