FINE-TUNING A CAMPAIGN

By Delynn Ho, Regional Director, Southeast Asia

An advertiser on the BuzzCity Mobile Network recently launched a campaign to promote a free music service. “Free MP3 Downloads” read the banner, which attracted 150,000 views a day and a 1.89 percent click-through rate. At first glance, these are great numbers. But the campaign experienced only a 5 – 7 percent conversion rate. Out of 20 people clicking on the FREE MUSIC! banner, up to 19 were walking away without closing the deal.

What went wrong?

MOBILE ADVERTISING INDEX (Q1-09)

We're happy to report that more advertisers are budgeting for and running mobile internet campaigns. According to the latest BuzzCity Mobile Advertising Index, the BuzzCity network delivered 8.5 billion paid advertising banners in Q1 '09, an increase of 11% over the previous quarter.

CONSUMER TARGETING

By Hisham Isa, Vice President (Marketing)

Just about every mobile campaign, by its very nature, is targeted at a particular audience. However many companies do not target their ads strategically. In this week's column, I'd like to share some best practices with you and also take a look at the Targeting Capabilities of the BuzzCity ad server. Particularly if you are a campaign manager who purchases ad space on the fly, I invite you to think about these five rules: 

WE'RE MOVING!