SMS and Media – Mobile Advertising

The traditional media industry is in the midst of a technology vortex, with new media channels like mobile and the web changing the way people consume and interact with content.

In response to these challenges, media companies, such as television, radio or publishers, have developed increasingly cutting-edge technology platforms. However, this approach sometimes means that simpler and more cost-effective solutions are overlooked.

The moving mix in the media

A great example of this is in the mobile space. More and more media companies are looking to the latest smartphone apps and the mobile web as a way to reach consumers on the go.

Whether it’s news apps like the BBC News app, mobile TV apps like Sky’s, or show apps like those built for formats like Britain’s Got Talent, these services are all the rage with media companies looking to gain a foothold in the mobile space. . .

However, while smartphone-based services have a place in the market, they also have their limitations. Rich mobile functionality is undeniably a powerful tool for media companies, but at the same time it inherently limits the potential market for any such service.

The limitations of applications and the mobile web: ubiquity and penetration

The problem lies in the relatively small penetration of Internet and app-enabled smartphones, which is still only around 30% in developed markets such as Europe and the US (NPD, 2010). This means that even in the most advanced markets, more than two-thirds of consumers still cannot access rich mobile services on their primary phone.

When this is combined with the relatively low reach of 3G coverage that enables access to mobile Internet and applications, it becomes clear that rich mobile media services are effectively limited in the extent to which they can reach the broadest consumer audiences.

SMS in the media

SMS can be implemented in a wide range of media scenarios:

Vote

One of the classic uses of SMS in the media industry has been voting. SMS offers viewers a simple and cost-effective way to interact with a program and influence its outcome, thus ensuring a more engaged viewing experience. Initially focused on premium rate SMS, non-premium SMS is now becoming the voting channel of choice in response to widespread problems with premium rate TV interactivity.

competitions

In addition to voting, contests are a well-established use case for SMS within the media industry. Viewers can be asked to enter a contest by texting their preferred response to a number listed on the show. This interactivity drives engagement with the content and therefore improves viewer loyalty. Similar to voting SMS, premium SMS is increasingly giving way to non-premium numbers, as viewer concerns about premium rate fraud have led to decreased response rates.

Marketing

Marketing has long been the standard corporate application for SMS. Using SMS to deliver marketing messages directly to consumers’ phones is a powerful way to engage directly with people. In the media space, the applications for technology in this way are endless, whether it’s SMS updates from famous hosts or programming information on upcoming shows.

content distribution

While SMS is itself a text channel, it can be used to facilitate the simple transmission of richer content without the need for users to access the mobile web. Using a technology known as WAP-push, it is possible to send hyperlinks in an SMS that allow the recipient to simply click to download content. Similarly, a mobile web URL can be sent in an SMS, saving consumers from having to navigate to a page themselves. With these approaches, media companies can distribute rich media content using established, easy-to-use technology.

alerting

One of the defining characteristics of SMS is that it packs a punch: when a user receives a text message, they are most likely to read it right there. As such, it is an ideal mechanism for alerting consumers to urgent information. For media companies, this can take the form of news alerts on top breaking stories, show alerts, allowing viewers or listeners to sign up to receive a text message when their favorite show is about to air. start, or alerts about other program-related events, such as new live online content. In this way, SMS can be used as an outreach mechanism to reach consumers in a way that is simply not possible through traditional media channels.

two-way SMS

While the simple ‘push’ mechanics of SMS marketing are well established, it is now possible to use SMS as an interactive two-way communication channel. Whereas previously a viewer could only have voted once for a show, show creators can now reply to viewers in real time with additional content, questions or other messages. Alternatively, a broadcaster sending out news alerts could invite viewers to respond with their comments on breaking news via SMS.

The moving mix

That mobile is an important part of the communications mix for media companies is an undeniable truth. It is also true that apps and mobile web access are useful tools for the small but growing audience of smartphones.

However, if the goal of a mobile media service is to deliver on-the-go functionality to the widest possible audience, SMS remains a real contender as the technology of choice.