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BizReport : Mobile Marketing : April 26, 2010

Hipcricket's mobile platform now for mass market

More options have arrived for advertisers within mobile marketing Hipcricket's platform. This month the company expanded their mobile offerings to include SMS and mobile display ad options, which are available through both apps and mobile web browsing. It also expands the network to include mass market consumers.

by Kristina Knight

hipcricket.pngPrior to the addition Hipcricket's network targeted Hispanic consumers who opt-in to the service. In January a Brilliant Corners Research study found that although Hispanic consumers are enthusiastic about the Internet only about 40% regularly logon because of service costs and connection speeds. But, with the smartphone market exploding through all demographics it could make targeted mobile ads very viable because the consumers have their smartphones available all the time.

The key to the Hipcricket platform is the ability to target locally and the fact that consumers opt-in. Studies have shown that consumers who opt-in are more engaged than consumers who are simply targeted. Ads can be targeted according to geographic location or other factors before SMS or display ads are sent.

"In the past year, out industry's most significant buzz has been related to mobile advertising networks. But there is a critical element that all of these networks miss: the willingness of consumers to take part in them," said Eric Harber Hipcricket president. "As brands like HBA and Arby's [have] found, Hipcricket delivers rapid, real results; we're excited to extend the network for brands to reach mass market consumers who are asking for marketing programs via mobile from brands they trust."

A 2009 Hipcricket user survey found that 37% of users were interested in participating in mobile loyalty programs. More than 80% reported that their favorite brands had not connected with them via mobile.

Tags: Hipcricket, mobile ads, mobile display ads, mobile marketing, sms advertising

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