You might have heard of inMobi in South Africa or Admob (now owned by Google) in the US. These companies are now market leaders in Mobile Advertising across the globe, and are reaping billions from it.
What is Mobile Advertising? You might ask.
Mobile advertising is closely related to online or internet advertising, though its reach is far greater. Kenya currently enjoys a tremendous penetration rate in mobile phone usage, with a growth rate that surpasses some of the most developed countries in the world such as the United Kingdom. With over 18 million mobile subscribers, advertisers are looking at a rich, engaged audience that is easily accessible via this platform.
SMS Advertising has been the trend
You might have received one of those annoying advertising SMSs in the middle of the night when you are busy trying to enjoy a movie at home. Safaricom is notorious for these SMSs, thanks to their 80% subscriber market share. Chances are very high that you grunt angrily at this unwelcome interruption, delete the text message without giving it a second thought and get back to the movie.
This form of advertising has however been quite effective for NGO campaigns such as UNEP’s plant a tree campaign. The emotional element of such adverts makes them more effective, as they touch on social elements that we all share genuine concern for.
But what about you the Paint Company, Insurance provider, Hospitality service provider or Kitchen soap maker?
Enter Targeted Marketing
As an unmarried, male IT professional in Nairobi, I most likely have little if any interest in baby Toys. I would however definitely want to know about the latest Apple netbook. This kind of information is valuable for any Advertiser who is looking at spending money wisely in their Advertising campaign.
The use of Mobile phone applications as advertising platforms is gradually becoming the new revolution in Mobile advertising in Kenya. One such example is the Eyeballs application from Brandkey Marketing.
Once downloaded and installed, you are able to register your phone as well as demographic data and interests of what kind of advertising you would like to see on your phone. These adverts are then triggered whenever a call comes in or an sms is received. Given that you chose to register for these adverts, then chances are quite high that you want to receive these adverts, and will check them out.
The onus is then on the Advertisers to ensure that their adverts hit home and lead to conversion.
Finally, room for Viral Marketing
As has been the case with Social Media, these Mobile advertising platforms now give Advertisers the opportunity to create Adverts that could go viral with the sharing features that come with these Applications. How far wide your Advert spreads however is dependent on the ingenuity and creativity of your Advertising campaign.
Few creative advertising agencies can offer you this. Choose wisely.