Mobile advertising in Beeline: Who needs it?

Slightly mechanically did not finish "... and who's live?" In the title, so a very specific attitude to any advertising, "good and different." Main novelty of media project Beeline is that ... there is nothing fundamentally new, all in one form or another, we were and continue to take place. A principal difference lies in the attempt to streamline promotional activities, organize and deliver, so to speak, on an industrial basis. With all the attendant outsourcing, research, serious business cases and other indispensable attributes the development budget in a solid company.

Where money?

Money, as we all know, in the bank. Often in a glass from the wonderful coffee Nescafe (Guess how much I paid for that phrase). It is clear that our dear (in all senses of the word) of the operators, this situation is not very happy, they like other banks. Contrary to market realities, however, not trample, communications, though slowly, but cheaper. Again, damn competitors and strive to put a pig in the form of another "money-losing proposition." And even if it is "profitable" in quotation marks, you still have something to answer. In this case, literally under our feet is plowed and manured soil in the form of millions of units of the target audience, collect at least three crops per year with an interested publisher. The audience is not only the target, but defenseless - the dream of every advertiser. It's possible to turn off the TV, and from the handset can not escape. But to go on this slippery slope will have on-the-very carefully, because consumers tend to perceive extremely painful unsolicited advertising in the mobile phone. And rightly so inclined, because, unlike shareware television, minutes, communication costs money.

Official information:

"VimpelCom announces pilot project to sell advertising space on its information channels: WAP-portal, USSD-portal, universal voicemail IVR, Chameleon.

Potentially, advertising will be available to all subscribers of Beeline in Russia. However, to receive marketing messages the subscriber can only agreeing to it (except for visits to wap-portal). Subscribers will not receive funds to account for viewing ads, but will benefit from various bonuses and discounts from advertisers.

Sale of advertising space will be through the agency «Brand Mobile». The pricing model is based on the principles of calculation of Internet advertising. Calculation unit sales of mobile advertising will become CPT, ie, the cost for 1000 contacts. Prices are fixed in advance and, depending on the results of the pilot project may be adjusted. The cost of accommodation on the WAP-portal is 614 rubles (hereafter, all prices include VAT) per 1000 contacts, the USSD portal - 614 rubles per 1000 contacts, on IVR Portal - 920 rubles per 1000 contacts, the channel of "Chameleon" - 153 rubles for 1000 contacts. Depending on the volume contract advertisers will be able to use a progressive scale of discounts.

For the impatient - immediate answers to frequently asked questions

• Beeline intends to approach the issue of advertising and carefully weighed. As noted by Zinaida Khokhlova, director of marketing for the mass market Vimpelcom: "The market for mobile advertising is still emerging, and we can destroy their own hands."
• SMS-spam will not be. At least the promise that it will not. Although the promise - does not mean to get married, you never know how the rest of the market situation.
• We pay you for viewing ads is not going to Beeline. At least not yet collected, but we'll see. Promised "discounts", discounts, bonuses and other benefits from the vague advertisers.
• For viewing ads on the Wap-portal we are the same and pay to isolate and tariff spent watching banner traffic is impossible.
• Popularly favorite reptile "Chameleon" is not ozvereet and will continue to allow themselves off. Moreover, it appears, on the "Chameleon" continuously work and even try to teach him the rudiments of humanity. For example, if within two months, you stoically withstood all attacks annoying reptiles and never responded, the "Chameleon" from you will fall behind himself and for all shut down! Believe in the word and not look for volunteers for this cruel experiment.
• Mobile-advertising frenzy has not yet assumed the project is in pilot stage. Ie "Advertisers, Zateynik" will not be many (3-5 advertisers) and the chase for the speedy return on investment is not going to like.

Where confidence in the impending demand for mobile advertising? Numerous market studies by independent experts and agencies - by itself, but it's not the main reason. The main "engine" of the project - dramatically soaring prices for television advertising in 2008. And all because of the entering into force of the legislative limit the maximum load of advertising to 9 minutes per hour (this year - 12 minutes). Although I personally do not believe in these current 12 minutes, and you? There is a suspicion that we have something like the "daily billing, and advertising minutes can be distributed arbitrarily. And indeed, why not give the audience five in the morning to enjoy without any commercial breaks a long report from the Progressive modernized barn, but dispatch invaluable information about the new diapers deferred until broadcasts from the World Cup? But this is only speculation "without thinking", the reality is probably more complicated and interesting. So, what are the realities of the advertising market?

• Annual increase "advertising noise" in traditional media. The average Russian citizen watches about 900 commercials a week (peer review).
• Legislative restriction of advertising time on TV to 12 minutes per hour in 2007 to 9 minutes per hour in 2008. According to analysts, in 2008, demand for advertising time in 9 times higher than the offer.
• The high level of media inflation. The rise in prices on TV in 2008, more than 80%.

Obviously, the Beeline primarily himself will be in the role of victim, and the company will be forced to reconsider its relationship with broadcasters. On the other hand, almost doubling the price of TV-advertising should naturally contribute to the awakening of interest in the carefully established by a Beeline alternative ways to promote products. What is of interest, according to the company, can materialize in the form of additional revenue and to some extent offset the continuous decline ARPU.

The advantage of mobile advertising - the possibility of a clear segmentation of the target audience. Number of collected and stored information is enormous, the only problem - correctly, this array of data to process. And, of course, and then intelligently and profitably sell the results of the treatment. Judge for yourself: sex, age, residence, tariff, the average monthly expenditure on telephone, phone model, frequency and duration of trips abroad, level of discipline with the payment ... downright finished portrait of the consumer. And if all this still add information about the location of the subscriber? Taking into account the possibility of targeted delivery is obtained is the same impossible dream marketer. Ideally, everyone can get exactly the advertisements that may interest him.It is clear that the ideal - something unattainable, and "punctures" are inevitable, but there is a faint hope that his grandfather, a pensioner will not terrorize the advertising production "Wild Orchid".

Opportunities targeted delivery, the vision of Beeline

• By location caller: The ability to show ads only to subscribers living in a particular region.
• According to the model (price range) cell phone: phone model can tell a lot about its owner. We can separately show the ads, for example, only the owners of fashion-models, or models, which cost more than $ 200
• On time: The ability to show ads only at certain times of day or on certain days of the week.
• The frequency hits one subscriber: Ability to advertise no more than a specified number of times one person. And do not skip those subscribers who have once clicked on the banner.

Here it is, the channels through which we are going to get with you. In the sense to get us. Well, if so, to me personally all the listed channels are deeply sympathetic. Due to the fact that neither one of them I do not use, and what you wish for. On the other hand, small-scale ambushes can trap in the most unexpected places. The latest example - advertising new works by Sergei Lukyanenko, which has recently been carefully attach to each response system to a USSD-request the balance in the MTS. All anything, but in advertisements were too many letters - alas. As a result, every request had to pull out of the smartphone's stylus to extract the light of day does not fit on the screen the first line. The same one which contained the required information on the balance sheet. I have nothing against a respected writer, but the advertised today "Apocalypse Code" by comparison with his book - just a holiday, because together with the numbers balance all the way into the window.

Along the way, decided to get acquainted with the advertising USSD-creativity of the other operators - nothing remarkable. Just the numbers balance, even boring. Though like most recently seen some publicity splash when requesting a balance in MegaFon. Whether long refused to fasten to the boring advertising figures, or are preparing another "commercial".

Last fun bar "in the subject" - the simple and stern "NO" when you try to seek balance in the loan rate Beeline. It is clear that the USSD-balance inquiry at a TA and should not work, but could creatively use the ad platform and sent somewhere far away in the depths of Wap-portal. Well, or at least recall the existence of a short number 067,404, many in fact pass on the credit form of payment and the memory of old "trying to find out about your account balance through * 102 #.