By Delynn Ho, Regional Director, Southeast Asia
In an integrated multi-media campaign that ran across television, in newspapers and online, Guinness recently raised a toast to its founder. From Ireland – where it all began – to New York, Nigeria and Malaysia, cries of “To Arthur!” could be heard: “To Arthur Guinness, 250 remarkable years!”
Two hundred and fifty years ago – in 1759 -- Arthur Guinness signed a lease on St. James Gate in Dublin, the site of Guinness' first brewery. The stout is still brewed there today.
To celebrate, Guinness put on concerts in four continents. And to drive people to the event in Kuala Lumpur, where the Black Eyed Peas would perform, the brewery ran mobile ads on the BuzzCity Network.
The campaign objectives were clear:
Mickey Alam Khan cut close to the bone when he recently said “One of the issues that mobile ad networks face is positioning, or rather the lack of it.”
So, how did mobile ad networks find themselves in this position?
Starting prices (minimum bids) will no longer be fixed at $0.01 for CPC for some countries within the BuzzCity Mobile Ad Network. To date, this value has been kept at the most mimimum, allowing the available inventory to attract bidders who then place competing bids.
As experienced advertisers get better acquainted with the quality of our network, they start bidding at a price above the (previous) one cent minimum. This invariably sets a “reserve price” (of sorts) that is invisible to newer advertisers - new bids at one cent will get fewer exposure and clicks.
News out of the UK – Mobile internet is becoming increasingly popular but should we expect repercussions?
Whether we want to be the first with the new Cheryl Cole ringtone or the new Fifa game, we all love to download things to our mobile phones. However, is our urge to download set to cause mobile operators a massive headache?
