Wireless Advertising Agenda for Nigeria

According to Laura Bergells, an Internet attraction and distance learning specialist, the number of people who use wireless devices is on the increase throughout the world. In her “six easy steps” of developing a wireless advertising campaign, Laura recommends thus: * determine your wireless advertising objectives * develop a company-wide wireless advertising strategy * determine which type of wireless ad you will produce * identify a wireless ad producer * place your wireless ad * measure the success of your wireless advertisement placement.

Wireless advertisers can effectively promote same-day or geographic-based events such as product or inventory reductions sales- nationally or in specific regions. Secondly, with authentication, privacy and security in place, advertisers can send targeted messages to customers who can then respond immediately to buy tickets, reserve tickets or respond to an offer. This is known as mobile commerce or m-commerce (D.Garcia and M. McGuire 2001).

It is believed that location-based targeting makes response easier for the consumer by pinpointing the consumer’s location relative to the store or event toward which an advertiser wants to drive traffic. Wireless advertising’s unique targeting capabilities and in-built response mechanisms are also good for branding.

The following are types of wireless advertising you can indulge in: Text Ads, Text Plus Image, Click-Through Links, Call-Through Links, Timed Interstitials, Interactive Ads, Embedded, Paperless Coupons and Vouchers, Audio Ads, Interactive Polls and Trivia Questions, Sweepstakes and Product Offers, Data Collection Ads, Bookmarks/Functional Information additions, etc. (L. Bergells 2003).

Those saddled with the job of producing a wireless ad include a copywriter, artist, wireless application protocol or wireless markup language programmer and an ad placement specialist. Wireless content providers usually place ads within their content feeds such as, email, news, entertainment, stocks, weather and sports.

In Brian Mc Donough’s article, “The Final Fantasy of Wireless Advertising,” written on July 10, 2001, he alluded to an upcoming movie which was being hailed for breakthrough use of technology; the movie was turning to wireless for a cutting-edge ad campaign. The film, “Final Fantasy,” features some of the most detailed and realistic computer- generated animation yet witnessed on the big screen. Anthony Stonefield, Chief Executive of PWS/Your Mobile Networks, the organization responsible for promoting the film via SMS throughout the United Kingdom, said his organization had seen a 10% response rate to its ads across a series of promotions; 0.97% of recipients responds and completes a sale transaction by SMS or via a phone number in the ad.

Ad measurement could take the form of “click-throughs,” or “call to sales,” etc. It is usually advisable, however, to dedicate a special toll free number for measuring the number of calls, and have sales agents well-briefed on the need to note the number of leads and sales generated by the wireless advertisement placement. In-store surveys can also be conducted if one of the goals is to increase visits to a real-world store or to lead to real-world purchases. It is instructive though that every wireless ad must offer a strong incentive for its recipients either in the form of discounts and promotions or in the form of non-monetary benefits important to the recipient.

Wireless advertising will do well in an environment whose population is mobile oriented, e.g. Japan, where most people walk and not drive, thereby making it easier to interface with the device. The Japanese phone screens (wide) are also tailored toward surfing; wireless devices can be used for Internet access. Because wireless is an entirely new medium, it requires an entirely new approach to marketing and advertising (David Haskin 2001).

Tom Bair of the Wireless Advertising Association buttresses the foregoing by alluding to wide variations in device technology, screen sizes and publisher needs. He, however, enthuses that standards will make it a lot easier for advertisers, advertising agencies, third party servers/networks and publishers to collaborate on a wireless campaign. It is noteworthy that the WAA did issue technical and creative standards intended to drive adoption of wireless ads. The first set deals with SMS, WAP and PDAs. The association anticipates that these standards will be accepted by the industry and hopes to introduce this medium into the advertising mainstream.

Don Albert, also of the WAA, confirms that these new standards are the latest in a series of initiatives the association has identified toward building a strong foundation for this emergent marketing channel. The group had earlier announced its privacy and anti-spam guidelines, and standard ad measurement definitions. In all, according to Albert, the standards will help position the industry for solid and responsible growth. If, however, a consumer society is characterized by small and fragmented audiences, advertising opportunities on wireless platforms may be limited.

Networks need to be woven together enough to assure unity of standards. In its July 2001 Report, Gartner G2 had predicted as follows: *Timeliness and targeting will define wireless from other ad media as wireless evolves as a one-to-one medium * Permission-based marketing techniques will increase response rates because users are predisposed to responding to these messages * wireless advertising will be extremely efficient for local businesses as well as regional businesses with time-sensitive messaging * wireless advertising will command a three-to-four-fold premium over the average CPM prices for comparable online media due to its targeting capabilities and higher response rates * All online ad-serving companies will expand to serve wireless advertising because of the similar format and reporting processes to online.

Nigeria’s GSM is almost five years old yet no-one is courageous enough to explore the potential of wireless advertising. Who is willing to be the first to give it a short?