Friday, January 02, 2009
Mobile Web changes rules of game for newspapers
Newspapers & Technology
by Richard Abronson
In an increasingly interactive world, newspaper companies are searching for innovative ways to increase revenue, create new value and maintain relevance. They are all looking for the same exact formula — instant value for advertisers and readers, fast and simple deployment and positive ROI.
The industry’s shift to digital and online formats has been going on for years. Now a new trend is emerging that targets on-the-go consumers anytime and anywhere through SMS text messaging and the mobile Web.
There are more than 250 million mobile phone subscribers in the United States, 95 million of whom pay for mobile Web access.
EMarketer reports that U.S. advertisers spent $878 million last year on mobile advertising, a figure that is expected to double this year.
Some market watchers predict this newest mass medium will eventually dominate the advertising landscape, surpassing both television and the Internet as the most effective method to reach consumers.
To ensure they don’t miss this new market, Newspapers must now become mobile-ready.
Testing the waters
Many businesses are now testing the waters of the mobile advertising arena with unsolicited text messages and banner ads. The real challenge will be in the area of creating effective mobile marketing campaigns that engage consumers in ways that are welcome and produce a spontaneous response. Newspapers are in an excellent position to achieve this goal with their customers.
Many papers have already begun integrating mobile marketing strategies into their advertising mix, beginning with automotive and real estate.
Print ads are beginning to appear with mobile calls-to-action, enabling consumers to respond to promotions via a simple text message.
Mobile calls to action can trigger media-rich information to be sent to a consumer’s phone, or opt-ins for SMS alerts, coupons, or other time-sensitive information.
These mobile-enabled ads can also drive readers to mobile Web micro sites or landing pages, where the buyer can view more detailed sales information than could otherwise be displayed on a space-constrained printed page.
Extending the Web
Beyond automotive and real estate, newspapers of almost any size can offer mobile-enhanced display and classified ads for a wide variety of advertisers. Local residents or students in college towns can access targeted mobile advertising content. Interesting opportunities also exist in resort destinations where tourists use local weeklies to find restaurants, retail shops, and tourism services. Visitors don’t generally travel with computers, but they definitely take along their mobile devices.
Newspapers are offering this service as an up-sell to their advertisers, either as a strict revenue opportunity, a value-add to the existing ad business or a retention tool.
“As an extension of the World Wide Web, the mobile Web offers infinite space for a rich-media, interactive user experience that can be uniquely combined with the local, time-sensitive nature of printed newspaper ads,†said Ken Nail, director of automotive advertising for the Los Angeles Times. “The printed page, as an embedded cultural institution with a perfected layout, keeps intact that natural human affinity for a newspaper over a morning cup of coffee.
“Put simply, readers can get the best of both the print and interactive worlds. We see this as a great service for our advertisers and a natural evolution of our newspaper.â€
As newspapers investigate how to tap the mobile ad market, they should keep the following considerations in mind:
- Does the mobile service provider offer a product that is compliant and certified with all wireless carriers — including usage of a common short code for SMS campaigns?
- Can the mobile software integrate with listing management or ad insertion systems?
- Does the software allow a newspaper’s interactive or creative staff to produce and manage mobile digital content and campaigns on behalf of advertisers?
- Does the product offer a business model that will allow newspapers to upsell mobile add-ons to their display and classified ads to generate new revenue?
Other advice: Keep campaigns simple. The idea is for the advertiser to present just enough information to elicit a response. Make sure landing pages are properly designed so that consumers can quickly read and easily access the data they want. Also make sure your advertisers give consumers an incentive to act now. Offering discounts or other benefits will improve response rates and drive more traffic to their mobile Web sites.
Most importantly, make sure your advertisers broadly promote their mobile campaigns in any and all media such as print, direct mail, online and television.
Unique advantage
One of mobile marketing’s unique advantages over other forms of advertising is its metrics. Attaching mobile calls-to-action to traditional advertising campaigns makes them “clickable.†When a buyer responds to a mobile promotion seen in a print ad, the newspaper (and advertiser) will be able to track consumer activity and any resulting leads. This can help advertisers ensure their marketing efforts are effective and are generating the ROI they expect.
