The Opportunity
Mobile Advertising is destined to supplant all other forms of advertising,
including the Internet, Television and Radio, Print, and Billboards.
(The Economist magazine – April 2008)
Mobile is the glue that holds together all other parts of the marketing mix
Mobile is a direct response path to other media channels
Mobile is time sensitive
Mobile can provide location based and socio-demographic campaigns
Mobile click through rates are greater than online Internet
Mobile data protection is secure
Mobile offers revenue generation to brands
(Stream Magazine – December 2007)
Experience has shown that interactive online competitions are extremely popular with the public. SMS texting competitions using premium phone lines for instant cash prizes have proved a massive success in the USA during 2007/08/09. Interactive TV shows also using mobile texting have proved similarly popular (witness American Idol and similar shows). Online “pay to play” games on the Internet and on mobile networks over recent years have shown rapid growth and the advent of free mobile advergames in 2008/9 demonstrate consumer appeal.
The Prize Mobile system makes video reward advergames profitable for advertisers by capturing the game players data in a measurable and cost efficient manner to assess ROI and setting up an interactive 1:1 communication with the consumer. This service capability is novel and not available from any other source. Network operators in the USA have formerly operated a ‘walled garden’ or ‘closed deck’ policy whereby the consumers’ choice of games was very largely limited to those games shown on their own deck or handset menu. During 2009 most operators moved to an open deck strategy. This allows consumers to access advertisers own sites or portals independent from the operator/carrier, and at no cost other than the standard data connection rates. Carriers have not offered a cross carrier platform means for advertisers to obtain data, so not permitting a standard form of measurable data, and the ability of Prize Mobile to do so allows cross platform campaigns on a national or even global basis.
Figures from various experts show the advergames spend reaching from $10 -$20 Billion by 2012. Free games with prizes should enable that figure to be surpassed by reaching entirely new games audiences in the 24- 45 and higher age bracket as opposed to the previous student age market for games. The Prize Mobile team has extensive expertise in the formulation of prize reward games which is a highly specialised field of activity. It has a full understanding that the attraction of games with prizes is far greater than those without reward but that a balance of player interest between a game and a prize need be obtained to obtain optimum results..
The Prize Mobile concept and expertise is prize led. A prime example is a slot machine which combines both the excitement of play and reward in equal measure. A branded game played and re-visited a number of times to gain points to obtain higher rewards is a sure sign the brand message has got across. A single banner ad does not have the same result in that there is no incentive to revisit it, or even notice it, as it is pushed on the consumer rather than have the consumer request it and to opt in to register to collect a reward. Engagement- not interruption – is the key.
