NeoMedia Technologies, Inc (NEOM)

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Industry DD: Puca and Peugeot Pioneer Mobile Internet Marketing in Ireland

http://www.irishdev.com/NewsArticle.aspx?id=4382


The campaign, which included billboard, mailing, press and radio advertising, encouraged target customers to download a link to a mobile internet website which they could view on their handset. It has resulted in a large volume of responses, and with 40% of respondents providing personal contact details, the campaign has proven to be very successful in generating test drives.

Peugeot is one of the first in Ireland to use mobile internet marketing and to integrate it across an entire campaign.

Vincent Delettre, CRM manager, Peugeot Ireland said, "The real advantage of mobile internet marketing was being able to introduce much more creativity, colour, interactivity and fun to our mobile marketing. The results have been very strong to date. They certainly justify our plan to allocate a larger proportion of our advertising budget to mobile."

Púca has undertaken a number of surveys into the use of mobile marketing. Its latest research shows the Irish market for mobile marketing growing to EUR17M, or 1% of the total advertising market in Ireland in 2007. Púca forecasts this to grow very substantially to 5% of the total advertising market by 2010, with a value of over EUR100M.

The accelerated growth is being driven by better handsets, new technology for mobile phone based web sites, 3G networks and interactive mobile TV. In addition, some of the world's leading global search and content companies are currently redeploying their internet content advertising model to fit the mobile industry.

Tom Bean, marketing director of Púca said, "We have reached a tipping point because mobile advertising can now incorporate pictures, sound and colour. Suddenly creative departments are focusing their attention on mobile because they understand that not only does mobile continue to deliver precision targeting and accountability, it can now do it in an attractive and engaging way."

"When you combine what is known as 'the brand in the hand' effect with precise targeting, you begin to understand why mobile advertising gets closer to the nirvana of zero-waste advertising than any other media. Today, mobile teasers, games, animations and movies are the leading edge of the advertising industry and are winning awards at the top advertising showcases," continued Bean.

Púca has been successfully running mobile marketing campaigns for major brands such as Coca Cola, Cadbury, Budweiser, Lynx and Nokia since its establishment in 2000. These have included interactive text campaigns, mobile video and interactive mobile TV advertising, mobile phone banner ads and even sponsored mobile games and treasure-trail incentive campaigns.

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