Tag: mobile marketing firm

Brandtone, a company from Ireland, has now partnered up with the corporation in south-east Asia.

Mobile Marketing business, Brandtone, has now revealed that it has agreed to work with Unilever in order to assist that company in being able to engage with millions of people residing in south-east Asia.

These two businesses have already worked together and have been successful in their partnership.

They have already managed to run online, offline, and mobile marketing campaigns for the Sunlight and Magnum brands owned by Unilever. The most recent deal will have the Irish firm working to bring the consumer product giant’s customers in south-east Asia to a position in which they will interact with each other. To start, it will ensure that these shoppers are – at the very least – accessible to the brand. Among the countries of focus will be Vietnam, Thailand, and the Philippines.

Brandtone has been responsible for other mobile marketing campaigns for massive companies.

Among the best known names that Brandtone has managed in terms of online, offline and mobile advertising include Heineken, Pepsi, Mondelēz (previously the Kraft snacks division), and Kellogg’s. They have worked to bring those brands into the developing world through mobile technology based interactions.

In south-east Asia, the smartphone penetration rate is as tiny as 20 percent in certain regions. Therefore, Brandtone uses SMS rewards programs in order to provide consumers with incentives. In return for those benefits, customers provide the company with some information about themselves that will then be used in order to create marketing campaigns that are better designed to be relevant to the specific needs and wants of those people.

According to the Brandtone chief executive, Donald Fitzmaurice, “When we announced our expansion into Indonesia almost a year ago, even we could not have predicted the scale of demand from brands for mobile-first data-led marketing strategies, nor how receptive consumers themselves would be.”

He explained that this part of the world has reached a mobile marketing tipping point and that he felt that this was the ideal time for Brandtone’s clients to be able to use the “power of mobile and big data” in order to reach those consumers in a highly effective way.

This concept has been considered to be impossible by virtually everybody, until now, with a promise by Millennial Media.

A leading mobile ad marketplace, Millennial Media, has recently announced that it will soon be offering a guarantee for 100 percent viewability for in-app advertising campaigns, which is certain to cause a stir.

This type of promise has never before been both made and kept, but it is still likely to hold significant appeal to mobile marketers.

The issue that this mobile ad promise is attempting to address is that marketers are beginning to become highly frustrated with the amount of money that they are spending on advertising that isn’t being seen by anyone. They are seeking to find ways to spend their money on advertising that won’t result in simply paying a fraudulent company, that will receive poor data on impressions that are actually being achieved, or that simply result in un-viewability.

A viewable mobile ad results in improved accountability for digital advertising that is more comparable with other channels.

At the moment, the mobile advertising environment is lacking in solid viewability standards and best practices. According to the CEO and president of Millennial Media, Michael Barrett, who is also an IAB Board Member, “The mobile ad ecosystem is desperately seeking guidelines around viewability.” He added that “Today, we are choosing the highest standard possible by offering a 100 percent in-app viewability guarantee.”

In this effort, the firm will be working alongside partner company Integral Ad Science (IAS). Barrett explained that “We have selected Integral Ad Science as our measurement partner because they are the only at-scale vendor that can currently measure in-app viewability.” He also stated that “We will continue to partner closely with the MRC, IAB, and the mobile ad ecosystem to define industry-wide standards around viewability. We are committed to becoming the largest mobile marketplace that provides 100 percent viewable, brand safe, and fraud free impressions.”

IAS has already conducted a deep investigation into the Millennial Media mobile ad network to be certain that the capabilities are all in place. Moreover, both companies have been working alongside publishers in order to implement certain viewability boosting technical changes.