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BizReport : Mobile Marketing : August 01, 2010

Zumobi Q&A: Why marketers need mobile content

When it comes to content it seems everyone is joining in. That is, for online content. Mobile content has proven to be a different beast, but with the increase in smartphones and apps content in the mobile sphere is becoming easier to grasp. The key, as with all content, is to choose carefully.

by Kristina Knight

zumobi.pngJust how important is mobile content? According to Brenda Walker, Vice President of Marketing with Zumobi, BrandBlast campaigns are now seeing click-thrus eight to ten times higher than typical banner ads. BrandBlast is Zumobi's groundbreaking app-within-an-app feature which gives brands access to quality content in an app format.

Kristina: Is there a type of content that works best in the BrandBlast philosophy?

Brenda: The key is contextual relevance that maintains the same high quality look, feel and graphics in the ad that the user experiences in the app itself. The content for the [BrandBlast] advertising campaigns variers from videos to product photo galleries to store locators and surveys. Since we partner with top media companies to express their dynamic, rich content across major smartphone platforms, the advertisers that we look to partner with are premier brands seeking engagement by creating and maintaining a dialog with mobile app users.

Kristina: How targeted can the content be for this type of app?

Brenda: Unlike most mobile advertising, the advertiser can choose which top media app to sponsor by name and they can even choose specific categories of content within that app. Advertising in a premium mobile app network means guaranteed, targeted placement integrated with top media, contextual placement with specific and appropriate content, exclusivity of placement opportunities and deeply engaged audiences who make significant repeat visits.

A recent Jiwire report found that about half of mobile consumers have acted on an app ad with 20% reporting they've made a purchase because of or from an app ad in the past.

Tags: content ads, Jiwire, mobile ads, mobile content, mobile marketing, Zumobi

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