Sony Pictures Drives Sales With Mobile Ad for Bad Teachers

Posted on November 1, 2011

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    How effective are mobile ads in driving sales?
This depends on several factors, suffice it to say that in the US over all , Smartphone users recognize or are aware of mobile ads all the time or most of the time is around 36% combined all age groups (45% in the 18 to 29 year old segment) – source Google/ MMA conducted ‘Our Mobile Planet’ Oct 4th 2011.

That means that the reach to consumers is there, now the offer and how the ad is presented are all factors in click through rates for conversion. But the cost for Mobile Ad’s is very low and Media and Entertainment as a product, has some the most significant stickiness in mobile advertisement.

Also important to note that the most relevant place smartphone users look and notice mobile AD’s aere when they engage a search engine.

Also after viewing an Mobile Ad. The most frequent activity US mobile Phone users is to browse a website (63%), 5th is watch a video (43%), 6th is redeem or download a coupon (43%) and 7th is request more information (30%)- source Mobile Audience Guide Insight Express Sep28th 2011

This all makes mobile ads effective at getting eyeballs on the page. Again offer and readability, design, relevance, etc all lead to conversions- poorly done, conversion is not so good.
    Is it a smart move to run an ad that redirects to a rental download or another way for consumers to buy the film?
Again, this depends on the strategy and how the Ad is deployed, offer, mobile readiness and relevance. 

According to Mobile Modes; How to Connect with Mobile Consumers Aug 1, 2011 Yahoo! And Ipsos ad recall is the 13-59 Year old demographic, click through ad engagement dealing with entertainment was 23% when the users was in a similar category use.

That would lead me to agree that this type of Ad would be right in a sweet spot of mobile users, especially smartphone and tablet users and would be something, that as a marketer, I would try and try in several channels and modes to see where the responses were most significant.

Again, cost to conversion with mobile is really not that costly to continue to refine as a marketer, especially in the entertainment, media and shopping categories in mobile.

Mobile Commerce Daily – November 1, 2011

Sony Pictures is driving sales for its newly released “Bad Teacher” film via mobile ads.

The company is running the expandable mobile ad within Pandora’s iPhone applications. Consumers have the option of buying or renting the film via their mobile device.

“With mobile ads, the reach to consumers is there,” said Steve Timpson, chief operating officer of Siteminis, Atlanta. “Now the offer and how the ad is presented are all factors in click-through rates for conversion.

“But the cost for mobile ads is very low and media and entertainment as a product has some the most significant stickiness in mobile advertisement,” he said.

Mr. Timpson is not affiliated with Sony Pictures. He commented based on his expertise on the subject.

Sony Pictures did not respond to press inquiries.

Mobile campaign
When the expandable Sony ad pops up, consumers can tap on it to buy the film.

Consumers can buy the film via their mobile device

Users are then redirected to an iTunes page where they can buy the film, preview it and read other reviews.

Consumers can also check out the rating on Rotten Tomatoes to see what critics said about it, as well as read a synopsis of the film.

Additionally, consumers can tap on the ad to view the trailer.

Many efforts
This is not the first time that Sony used mobile ads to engage consumers with its films.

In August, the company let consumers buy tickets and view showtimes for its “30 Minutes or Less” film via a mobile ad.

The company ran the expandable mobile ad within Pandora’s iPhone application. In addition to buying tickets, consumers had the option of watching the trailer for the film (see story).

“This type of ad would be right in a sweet spot of mobile users, especially smartphone and tablet users and would be something, that as a marketer, I would try and try in several channels and modes to see where the responses were most significant,” Mr. Timpson said.

“Again, cost to conversion with mobile is really not that costly to continue to refine as a marketer, especially in the entertainment, media and shopping categories in mobile,” he said.

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