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Blyk Goes with Airwide for Mobile Advertising Engine
Blyk’s new mobile advertising model boasts a 29% response rate amongst
its young customers who swap free airtime for personal ads.
As a mobile network for 16–24 year olds, that to the mobile advertising sector. solution combined ad-insertion through
which is fully funded by advertising, pan- To support the strong growth of mobile person-to-person SMS tagging and
European mobile operating company advertising, including pure play ad- multimedia broadcasting, technologies
Blyk links young people with brands funded operators, and growing interest in with which most users are very familiar.
they like and, in exchange, offers advertising funded subscription models
free texts and minutes every month. across incumbent operators, the system Another challenge was how to tackle the
For advertisers, this is an innovative is flexible enough to meet the different balance between user experience and
new media channel, providing direct requirements of a rapidly evolving area. It ad-revenue models which was solved by
access to the thriving youth segment. is based on usage tracking, profiling and personalising ad-allocation algorithms
personalisation that allows advertisers to monitor, select and streamline
Wanting to acquire a mobile advertising to target subscribers with relevant the ad. flow on a single user level.
solution to power its revolutionary promotions based on
business model, Blyk turned to Airwide their preferences. This
Solutions. With a business model based mobile advertising
solely on ad-funded subscriptions, the model makes planning,
operator needed a comprehensive booking and designing
ad-insertion, personalization and mobile campaigns
an ad. campaign execution engine for advertisers and
for SMS, MMS and browsing. agencies as simple and
effective as advertising
Airwide, which provides next-generation in traditional media.
mobile messaging and wireless internet
infrastructure, is building the network Leveraging user
supporting the mobile advertising data across all ad.
business. It works with Blyk’s service insertion mechanisms
delivery platform enabling targeted, is essential to any solution regardless Providing reliable feedback and
personalised ad. insertion, using of the service provider strategy response data to the advertisers
messaging, multimedia push and browsing or role in the value chain. is essential to all campaigns which
services thereby giving young consumers is supported by recording and
free wireless services. The company Reaching All Customers tracking every user action within
is helping deliver the infrastructure to A major challenge was how to reach all applications including message
manage ad-insertion in a reliable, real- subscribers and not just smart phone delivery, response to a question, click
time and easy-to-access manner. owners. To resolve this problem, the to advertiser portal, in real time.
Conventional service platforms were
designed to deliver mobile services
based on traditional pre-paid and post-
paid charging models rather than in a Results representing almost every industry
free subscription model. Anticipating a Through this strategic partnership, sector and, since launch, has run
shift in the market and recognising the the two companies have built over 500 campaigns, demonstrating
value of mobile advertising to operators’ a comprehensive ad-insertion, that simple messaging ad. formats
customers, the solution is optimised personalisation and campaign can be effective for multiple
for advertising funded and sponsored execution engine for SMS, MMS, and uses within the industry.
services allowing Blyk to deploy the browsing. The solution plays a key
necessary infrastructure fast. role in the real-time management An average 29% of Blyk customers
of the ad-service operations. have either replied to a question or
By helping mobile operators open their clicked on a link, which compares
networks to the advertising business Since the initial study, Blyk has favourably to other media: online
model instead of starting from scratch, experienced positive results which are advertising at .02%; paid search at
Airwide leverages what they already encouraging for the entire industry. .2%; 2% for direct mail and between
have in terms of messaging centers, It has a total of 55 advertisers 3-6% for other mobile campaigns.
routers and gateways and exposes
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