Nokia Connection 2008 Day 2: Nokia Interactive Advertising Announced

Marcus Tan talks about the Nokia Advertising Platform. What this is, who knows? But it looks really interesting. It might have something to do with ad placements within Nokia online services (Ovi). Marcus is from the newest department of Nokia, called the Nokia Interactive Advertising.

Timeline follows. Latest entry is at the top.

## Q&A follows. “We’re all being spammed” and this is called push marketing, messages that we don’t want to receive. Nokia is talking now about quality ads, giving consumers the ability to opt in which is “pull based.” Push marketing is not going to go a long way.

## Nokia Interactive Advertising: non-intrusive advertising, deliver valued mobile services, stimulate their use, make advertising reduce costs, generate brand ROI, give users control, improve people’s lives. Nokia offers reach, media network, interactive platform, partner networks, applications and commitment.

## Example: 2,500 BP terminals were configured to accept mobile coupons for coffee shops. 13.7% redemtion rates compared to 1% for paper coupons. (My note: Is this a fad? Could be similar to how Tag Mobile Services work). CTR can be increased if there is huge benefit to the consumer.

## Examples: Nike ad: allows you to change the colors of the shoe before purchase via sending an SMS.

## Examples: “Text this number to hear the car. Here’s a chance to test drive the car as well and get $3,000 off in your purchase.”

## Advertising is RELEVANT, REWARDING, INTEGRATED (advertising = content). What this means: User + Context + Time + Location

## What is mobile advertising? $531 billion spent in 2011. Nokia is going interactive with its advertising and it’s going mobile. By 2010, 100 billion will be spent on interactive advertising. “Interactive” is MOBILITY. The key is finding advertising that is contextual and respectful to your consumers based on time, place and behavior.

## Rundown of how “easily” technology becomes obsolete. We’ve read about how “640k is enough for everybody” - Bill Gates. Only 12% of the time you spent on phones is used for calls. Other salient details: 4% games, 8% browsing, 4% utility, 14% PIM

## Video of the evolution of the television showing how the television is now in our pocket, how we have the power to control our content and decide what’s interesting and not. “Welcome to the 4th screen.”