Raise the bar with permission-
and preference-based mobile advertising
Today, most advertising is delivered over the top (OTT) of your network. Even if you are involved in advertising, you’re probably selling bulk SMS to media agencies at the lowest possible price. You can do better. After all, you have an established relationship with subscribers. You can leverage that relationship, along with your mobile network resources, to improve your position in the advertising value chain. But you must also protect that relationship by focusing on permission- and preference-based advertising.
Brands and media agencies know that if they can focus their campaigns according to consumers’ preferences, their messages will find a more receptive audience. They are also looking to reach the broadest audience possible, with responsive media that enable them to accurately measure the effect of their message. To achieve the highest value for your media inventory, or ad space, you need to meet these criteria head-on.
At the same time, you have to look after your subscribers, who have a special relationship with their mobile devices. They aren’t interested in receiving advertising that doesn’t fit their lifestyles on these highly personal devices. As their service provider, you’re the gatekeeper. It’s up to you to ensure that advertising programs operating on your network enhance subscribers’ experiences.
Leveraging its Market Advantage Youth Lab, Alcatel-Lucent researched perceptions among young consumers of mobile advertising based on their permission and stated preferences. The advertising would be delivered via SMS and MMS messages that allowed recipients to engage in dialogues with their favorite brands. Here are some of our key findings:
54% were likely to sign up for the Dialogue service - 78% wanted control of their profile to address privacy concerns
- 76% felt that ads should be interest- and preference-based
- 63% were more likely to make purchases of preferred brands through the Dialogue service
- 48% were more likely to remain loyal to their operator if the service was offered
Source: Alcatel-Lucent Market Advantage Research, October 2009
n= 2,223 / 11 countries
Alcatel-Lucent Optism™ Mobile Advertising Solution
With the Alcatel-Lucent Optism™ Mobile Advertising Solution, you provide advertisers with access to subscribers who have explicitly opted-in to receive messages on their mobile devices. While opting in, subscribers provide information about themselves that advertisers can use to target their messages. Subscriber privacy is always protected, personally identifiable information (PII) is never shared with advertisers or agencies, and subscribers have total control over their profile. No more sports car ads directed at soccer moms!
With no up-front investment and an innovative business model, the Alcatel-Lucent Optism™ Mobile Advertising Solution helps you play a significant role in the value chain. The Solution is based on a highly scalable, hosted advertising platform that easily and directly connects advertisers with mobile operators. Through the platform, your media inventory is aggregated with other mobile operators’ inventory so advertisers have the reach they need.
The Solution goes beyond technology to offer you full go-to-market support and media sales. A key feature of Optism is the media arm through which we develop relationships with advertisers and media agencies so you don’t have to. We provide them with tools that simplify the campaign booking process for cross-operator inventory.
Maximize the value of your media inventory for advertisers
With the Alcatel-Lucent Optism Mobile Advertising Solution, you can offer advertisers access to wider, yet more targeted audiences. This enables them to develop response-driven, permission- and preference-based mobile marketing campaigns. The highly scalable and efficient dialogue media based on SMS/MMS messaging lets brands and consumers engage in dynamic, relevant conversations.
Because subscribers have agreed to the service, they are more receptive to the messages and that, of course, increases the value of the advertising. By addressing advertisers’ needs for a receptive audience, extended reach and responsiveness, you maximize the value of your inventory and get the best possible ROI.
The Alcatel-Lucent Difference
The Alcatel-Lucent Optism Mobile Advertising Solution is specifically designed for today’s advertising environment. By helping you expose a valuable asset – your media inventory – in a safe and secure way to create new services and additional revenue streams, the Optism Mobile Advertising Solution supports Alcatel-Lucent’s application enablement vision. Your capabilities as a mobile operator are combined with the speed and innovation of the web to provide consumers and enterprises with a richer and more trusted web experience.
Alcatel-Lucent is a global leader in mobile communications. Through Optism, we have assembled an in-house team of advertising and marketing specialists drawn from media agencies, content providers and brands. This team will work with you to ensure that you are able to participate fully in the dynamic and growing mobile advertising market.
In keeping with its leadership role in mobile marketing and advertising, Alcatel-Lucent has become a Premium Member of the Mobile Marketing Association (MMA). The MMA reserves the Premium Member tier of membership to companies with the scale, scope and resources to effect genuine change in the marketplace.
