Mobile Measurement Roundup
Most recently, the DO network Danoo has rolled out mobile measurement collaborations for its digital displays in 200 cafes and coffeehouses in New York City and Los Angeles, according to Mediaweek. Earlier, in a test phase launch advertisers -- ABC, The History Channel and game-maker Electronic Arts -- each prompted about 10,000 downloads in just two weeks. Download rates with regular static advertising average about 1%, but Danoo (with sight, sound and motion) claims to deliver a 3% download rate.
In April Adcentricity unveiled a system that will enable advertisers and agencies to plan and buy digital out-of-home video and signage network buys capable of tying into interactive mobile applications. The new service, with infrastructure and operations created by Impact Mobile, is an expansion of Adcentricity's core planning and buying system, which currently aggregates more than 80 out-of-home networks, reaching about 150,000 digital screens nationwide. The company seeks to serve as an adjunct to media buying and planning by aggregating networks and helping plan media deployment. Meanwhile Impact Mobile's platform aggregates multiple mobile carriers for mobile advertisers, taking care of issues like the varying technical specifications of different handsets and other obstacles to compatibility.
Separately, the multi-player word game "Jumbli" added a mobile measurement component with a novel public game-playing application: "Jumbli" invites players to download software and play the game in public venues via their iPhones. The game appears on eye-catching sign installations like the Spectacolor Jumbotron in New York's Times Square, and DO networks operated by Danoo, BarCast, Ecast and Zoom Media & Marketing; in each venue the digital displays shows live results for the public word game, encouraging participation and competition.
In late May CBS Outdoor announced a partnership with Rip Road to introduce a new service, txt2go, that it says is well-suited for strategies including mobile coupons, sweepstakes, direct response and point-of-purchase promotions. Beyond measuring consumer response to outdoor advertising, txt2go also allows advertisers to build databases of information about the consumers who respond to the ads.
Last but not least, Akoo's DO network, serving food courts in malls around the country, is introducing a mobile interactive strategy allowing customers at fast-food and quick-service restaurants to use their mobile phones like a remote control to select video programming while they eat. Akoo's library of content for its mall food court network includes music videos from Universal Music Group, Sony Music Entertainment, Warner Music Group, and EMI, along with exclusive live performances and artist interviews.