Ever since Rory Sutherland used the term “branded utility” at an MMA event back in March 2009 when talking about how applications could be used to promote products without having to place banner ads all over them I have been using this phrase when describing what will work in mobile advertising.
Those that have seen me present over the last 18 months or so will know that I am not a big fan of the “traditional” (read outdated) approach to mobile advertising where irrelevant and unwanted banner advertising is plastered over your handset.
Rory’s view of this refreshing approach to “mobile” advertising is “Never dismiss branded utility. It’s a lot easier to be repeatedly useful than repeatedly funny”
And he’s so right.
My view is that with the iPhone deployed in decent numbers, coupled with the recent acquisition of Admob by Google, and Apple’s purchase of Quattro wireless, the industry has woken up to the real potential of mobile for advertising and promotion. However, it must be executed the in a different way to that of internet advertising where banner ads are plastered across the screen.
These two recent transactions have proven to Wall Street and the City that mobile advertising is important – but I believe they are not in tune with consumers who see their mobile as an extremely personal device –and don’t want unwanted “ads” to clutter up their screen.
This is where sponsored applications of as Rory puts it “branded applications” come in.
Rather than pumping ads for mobile games that I will never be interested in all over my wapedia search, I would rather use an application on a regular basis that is useful and saves me time.
If the app happens to be free in exchange for some subtle (or entirely relevant and meaningful) promotion of a company of service, then I am ok with this.
One excellent example of this is the new TimeOut iPhone application sponsored by Smirnoff. Here, all of this is brought together in 3 parts – let me explain how.
The 3 pieces of the puzzle are TimeOut, Smirnoff and mobile application developer Tigerspike.
TimeOut I understand have been looking to mobilise their extensive library of entertainment content for some time now.
The challenge is to be able to present dynamic, location based and relevant content in a mobile environment.
Smirnoff (owned by Diageo) wanted a way to leverage their “be there” campaign in a meaningful way and connect consumers with their product experience in a relevant context.
Tigerspike (a smart Australian company with a growing presence in Europe and America) brought the two together and developed a really neat (and useful) iPhone app that leverages and presents the TimeOut content in a really easy to find way. Smirnoff has agreed to sponsor the app meaning there is no price barrier to people downloading and using the app.
Rather than the app being one of those “novelty” apps that have a shorter shelf life than an X-factor contestant, this one is actually very useful!
The app provides some useful features such as:
- Geo-location technology that allows users to view Time Out & Smirnoff recommended activities around their exact position within seconds, complete with event previews
- Up-to-the-minute recommendations and event information, with the functionality to send preferred event picks to friends
- Functionality to add favourite cinemas, restaurants, venues and areas, allowing users to keep up to date with what’s on in their favourite places
The app is not only an excellent example of how branded utility will be the winner in 2010, but also how forward-thinking agencies like Tigerspike can help bring together two iconic brands via a useful mobile application in a commercially rewarding way – and one that provides a useful service to consumers.
Nic Newman, EMEA MD of Tigerspike tells me that downloads and use of the app have exceeded all expectations with 40,000+ downloads in 1 month across 44 countries. Apparently, 83% are from the UK and 50% of people who downloaded it are using it every day – impressive stats that prove the app is useful AND sticky.
As a useful additional benefit, the app has actually helped TimeOut improve the way they collect and serve their content to be more mobile-friendly. In addition, because the app has the ability to provide instant feedback and reviews while people are at the venue (via the app), this can serve as a feedback loop for the TimeOut community and will serve to improve the TimeOut content. (see an example of the funky review UI on the left)
Perhaps apps like the TimeOut one will provide the catalyst to agencies and brands that mobile wap banners are NOT the future of mobile advertising and promotion. Instead, useful applications that fill a need can be sponsored by a relevant brand (and here Smirnoff and live music/pubs/clubs are a natural fit) without annoying the user.
Let’s hope that this is the first of a number of new “smart apps” that leverage all of the benefits of mobility with unique and dynamic content to provide the best possible experience for the end-user.