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elephant ar

What happens when brand marketers think of a mobile application the same way an ad? Solid revenue with exponential value-adds. 

 Think of an application as an item of inventory that's exceptional because it is also can be a utility that enhances productivity and engages consumers with cool features.

The item of inventory can be sponsored, and the application can be sponsored, covering a white-label or co-branding.  There is no need for the brand marketer to invest in building an application and invest in marketing to support activation and engagement.  Rather, the brand marketer has a multitude of options that will yield a greater return on investment.

  1. Sponsor a pre-built application that is tested, optimized, and already enjoy a following on the market.  This is akin to sponsoring a sports and entertainment venue such as Monster Park, where the San Francisco Giants play.
  2. Sponsor a custom app built by professional developers with tremendous app design and execution as well as market strategy abilities.
  3. Co-sponsor or be one of several sponsors for an app particularly suited to multiple sponsors.

What are the hottest advanced technologies in 2010 that are mobile market ready and waiting for sponsorship?  One such technology is augmented reality for mobile local search. 

AA Browser

 Additionally, brand marketers can take advantage of virtual billboards that are dropped into a real-time view.  The virtual billboards can be general or location-based such as the location-based billboards by Bionic Eye.

Bionic Eye

Augmented reality used in mobile advertising should reach beyond the cool factor and provide utility to enhance productivity in user’s lives. Mobile local search is one productivity tool that is proving to be a market success.

One of the most important user experience concerns for brand marketers should be quality. The length of engagement with the brand and repeat exposure to the brand through repeat use will only occur if the user found the experience pleasant. Yes, the term is “Pleasant.” There are many half-baked augmented reality apps that are cool and drive buzz, yet they are not pleasant and will not attract a loyal passionate following:  a primary goal of a mobile application that is used for marketing.

While augmented reality for local mobile search is the hot new productivity application, smart phones have the technology to enable video overlays of reality to bring pre-recorded actors and objects into camera frame of the real environment. This new creative for mobile TV commercials will open up new revenue possibilities with a new generation of consumers that expect this high-level of visual immersion.

Augmented reality is one of the keys to unlocking a profitable application marketplace in mobile.

Tina Whitfield

Published 6 February, 2010 by Tina Whitfield

Tina Whitfield is CEO of EquisGlobal and a contributor to Econsultancy.

12 more posts from this author

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Zoe Sands

Zoe Sands, Head of Digital at Juniper Networks

Another powerful mobile marketing tool for marketers to optimise, the options are endless. I can see this working really well in a B2B context, for example, at large trade shows such as CeBIT when you're trying to a particular vendor through the maze of stands. I think augmented has more opportunity to take off via mobile than the laptop/PC. Be great to see more examples of using augmented reality.

over 6 years ago

Christian Louca

Christian Louca, Founder - New Mobile Start-Up at Stealth Mode

In my opinion, Augmented reality works well because it removes the need to actually text a keyword to a shortcode or take a picture to receive more info back.  The beauty of it is the user can be served some bitesize information, whether it is directional, promotional or editorial.  Enough info so that the user can decide whether to engage further.  For example, you are driving along the road and you see a for sales sign.  You stop the car get out your phone and hold it up to the sign, from here you get some top line info on the property, like number of rooms, if it has a garden and maybe even its price etc which is enough to decide if you want to arrange a viewing or even engage further to get some preview pictures of the property there and then through a clickable link to the mobile internet site of the estate agent.  This can be applied to lots of things, like bars, hotels, restaurants, pubs, clubs, parks, shops, coffee houses and more.  It is a very scalable which is why I think Augmented reality in the future will be big.  We are not there yet on the technology front and I even think our mindsets will need some work but this will all come with time.

over 6 years ago

Tina Whitfield

Tina Whitfield, CEO at EquisGlobal

Zoe, the CeBIT idea is great.  Acrossair team in New York has been looking at that solution.  Depending on in-building coverage, it is possible.  If a venue as a portable base station open to all and Cisco provides the WiFi, then I can forsee it working.

I used to contribute - as part of an advance team - to tradeshow/event planning for Qualcomm when we were launching wireless data/app products.  Back then, when you called a Las Vegas venue like the MGM Grand and asked to the telecommunication lead for wireless - they gave you a person in charge of walkie-talkies (Sprint-Nextel push to talk). 

Thus, tradeshows are still a do-it-yourself by the vendor to ensure solid user-experience.  I'll do some more due dilligence in the area and follow-up with this blog and you directly.

over 6 years ago

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Craig Dunn

Surely the use of Advertising within the realms of Augmented Reality have yet to be realised?

Only if the advertising doesn't impact the usefulness of the tool will it be accepted.

Which brings me to the "Usefulness of the tool".  There appears to be a dearth of "Game changing" tools out there. 

Be interested to hear from people who actually use these tools for their feedback.

Craig D Dunn

<a href="http://scotlandsonlinemarketingexpert.blogspot.com/">Scotland's Online Digital Marketing Expert</a>

over 6 years ago

Zoe Sands

Zoe Sands, Head of Digital at Juniper Networks

Good point Tina, it would be nice to see organisers of large B2B events integrating AR into the floor plans, but I guess at best and as suggested it would be up to the vendor to create. There's also the option of possibly integrating AR with a bluetooth hub well for events and onsite advertising.

over 6 years ago

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Tina Whitfield

Hi Zoe,

I've sent you a note through LinkedIn.  You can also email me at tina@equisglobal.com.

It would be great to think-through several workable solutions because a B2B event tool would be very useful.

Tina

over 6 years ago

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Julian Gratton

Great article this, if you'd like to see how it could be used for other marketing purposes, take a read of the article I recently wrote on the subject.

http://www.redcmarketing.net/blog/world-of-web/could-augmented-reality-be-the-‘next-big-thing’-for-advertisers-in-2010/

over 6 years ago

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Michelle Diamond

I run a company that specializes in innovative solutions in digital media and our main focus is advertising and branding through mobile games and applications. In the last few months, we have seen a vast increase in the request for mobile marketing and advertising. The biggest advantage of promoting your brand or product through mobile gaming is that this form of advertising has longer lasting results than tradtional media as it enables the consumer to ‘experience’ and interact with the brand in a unique and fun way.

Over 60% of the population owns a cellphone and so creating a mobile game reflecting your brand or product makes marketing sense. Games can be adapted for the target market and can include added features such as a game leaderboard where players can submit their contact details and hi scores as well as a send to a friend option.

Other mobile applications such as catalogues and discount vouchers are also innovative ways to educate the consumer about your product. These applications can be updated regularly to keep your clients up to date with your new products or special deals. Mobile marketing and advertising is limitless and enables you to capture the consumer’s interest. It is definitely an effective marketing tool and solution.

over 6 years ago

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Helen

More the Mobile Advertising on App will be relevant and better Advertisers will be invest on it. This company : www.aditic.com, offers many tools to target traffic on Mobile ads applications. That's a serious plus!

over 6 years ago

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Justin

over 6 years ago

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Tracy Jones

over 6 years ago

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Lisa Murphy

Hi Zoe, junaio, a next generation augmented reality platform, is already using LLA (Longitutude, Latitude, and Altitude) markers to create indoor guidance examples at fairs / conferences worldwide. Kiosk Europe conference recently used the platform to guide their visitors: http://www.youtube.com/metaioar#p/a/u/0/jRcSFXvoPkU Also, marker-based recognition is now possible on AR browsers. Scan a for sale sign and get immediate information regarding that sale. AR is the new interface to how we take in data. It's comparable to a touchscreen phone vs. a standard one. It's not a must have, but it sure simplifies things. -Lisa

over 6 years ago

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nukebarkley

Hello Buddy! Text voting or sms polling is the best way to ask your targeted audience to vote through text message. Text Message voting systems is the economical audience response system that uses audience mobile phone or web. For more details visit http://www.txtvoting.com

over 6 years ago

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Cynthia

there is so many [I think] mobile advertising network with different platform, sms broadcast were cllassic advertising that more familiar and effective at that time, but today there is new platform of mobile ads network such addmob, zesttad or mobgold that more effective for today, even advertiser and publisher can get more bennefit and effectiveness in this mobile ads model.

about 6 years ago

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