Case study pentru mobile advertising: m-Venue

Pentru ca in State asteptarile de vanzare de cellphone si digital singns sunt de 1.5 bil $ pentru 2007 (aflate in continua cretere de pana la 70% in 2010) Akoo International a lansat pe piata o retea de digital screens care comunica cu telefoanele mobile, transformandu-le in remote controls that can select on-demand content from big-screen TVs in airports, bars and restaurants.

Cum functioneaza (in linii mari)?

With Akoo’s network, named m-Venue, cellphone users can send a text-message request for a music video, sports clip or fashion show to be delivered to their phone or played on a nearby Akoo television screen, which would act much like a high-tech jukebox. In return, companies can deliver digital coupons and promotions to the cellphones.

Continutul vine de la Universal Music Group, Sony BMG Music Entertainment and Fashion TV care au dezvoltat peste 2 milionane de clipuri accesibile pe m-Venue.

Businessul este ad based, bineinteles.
De ce sa tai o felie din buget pentru advertising pe aceasta platforma?

While a handful of companies are using digital signs for one-way communication, like sending coupons to cellphones, Akoo says its technology is different because it allows consumers to control content on digital advertising screens to see something they choose.

“This is the only digital out-of-home billboard network that’s fully interactive with mobile phones,” said Andy Stankiewicz, vice president for marketing at Akoo.

“We can tie back a mobile phone user to the customer’s purchase history,” said Niko Drakoulis, the chief executive of Akoo. This works partly by identifying a person’s location when they use the system.

Care este succes storyul celor de la Akoo?

Akoo has done some early trials with McDonald’s. At one Chicago store, Akoo said, a 14-day trial with the digital screens helped increase business 17 percent.

In final, agentiile nu s-au lasat prea mult asteptate:

The creative agency Leo Burnett and its nontraditional sister shop, Arc Worldwide, both part of the Publicis Groupe, have signed an alliance with Akoo. The digital agency Avenue A/Razorfish, which is owned by Microsoft, is also discussing trials. 

Si pentru ca pasul catre agentii a fost facut, Akoo s-a indreptat, fireste si catre end useri. Cat mai aproape de ei. Cum?

Devenind, pe o parte, partener cu Texas State Universit,  cat si cu mai multe retele de restaurante si baruri din Chicago.

Citeste articolul integral de unde m-am inspirat (NY Times).


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