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Thesis: Mobile Advertising @Oral Defense

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My PPT presentation file during Oral Defense for my Bachelor's Thesis.

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Thesis: Mobile Advertising @Oral Defense

  1. 1. Bachelor’s Thesis Mobile Advertising -An Exploration into Opportunities- Presented by OUM Vantharith for Oral Thesis Defense Student Year I V , 0 6 /22/0 6 Dept. of Media & Communication, Royal University of Phnom Penh
  2. 2. Agenda <ul><li>Topic of the Thesis </li></ul><ul><li>Angel/approach to the study </li></ul><ul><li>Methodology </li></ul><ul><li>Findings </li></ul><ul><li>Conclusions </li></ul>
  3. 3. Topic of the Thesis <ul><li>The topic of my thesis is about Mobile Advertising. </li></ul><ul><li>Mobile advertising is a brand new approach in delivering commercial messages to target audience through mobile phone. </li></ul><ul><li>The aim of this thesis is to explore this mobile advertising industry in general and to find way to implement it successfully. </li></ul><ul><li>This thesis also focuses on mobile advertising in Cambodian context. </li></ul>
  4. 4. Angle/approach to the study <ul><li>This thesis is the first study ever conducted in Cambodia, which is an attempt to explore this new industry of mobile advertising . </li></ul><ul><li>Mobile advertising is a very new phenomenon, especially in Cambodia. </li></ul><ul><li>Mobile advertising is not only a new issue, but is also a more effective way to address to the target audience in today’s fragmented market. </li></ul><ul><li>This study can be a useful guide in adapting this trendy mobile advertising. </li></ul>
  5. 5. Methodology <ul><li>Secondary data: existing relevant information, mostly its sources are the Internet, textbooks and other research papers. </li></ul><ul><li>Literature review: </li></ul><ul><ul><li>Mobile Advertising= Mobile Technology + Advertising Media </li></ul></ul><ul><ul><li>Mobile Technology limits handset’s capabilities, but due to today’s advanced technology, mobile phone is capable enough to be an advertising channel. </li></ul></ul><ul><ul><li>Evolution of Advertising Media: From conventional to online, and today emerges a new approach by using mobile phone as an effective medium. </li></ul></ul><ul><li>From the lit. review => I came up into the overall contents, which is an exploration into mobile advertising in general as well as in Cambodian context. </li></ul>
  6. 6. Findings <ul><li>One common definition of mobile advertising: </li></ul><ul><ul><li>“ any paid message communicated by mobile media with the intent to influence the attitudes, intentions and behavior of those addressed by the commercial messages. ” </li></ul></ul><ul><li>To successfully implement this new approach, there are many actions to be taken: </li></ul><ul><ul><li>identif y the characteristics this new medium, </li></ul></ul><ul><ul><li>analyz e the better-off of mobile medium over other conventional advertising media and the Internet, </li></ul></ul><ul><ul><li>discover what its effective mobile campaigns are, and </li></ul></ul><ul><ul><li>lastly, find solutions to eliminate obstacles in implementing mobile advertising. </li></ul></ul>
  7. 7. Findings (2) <ul><li>SWOT analysis: Characteristics of this mobile medium </li></ul><ul><li>Threats: </li></ul><ul><li>misuse of the channel, including spamming and unauthorized use of personal info rmation . </li></ul><ul><li>reluctance among mobile users in accepting adverts due to fears of being spammed and information-overload. </li></ul><ul><li>Opportunities: </li></ul><ul><li>high and increasing mobile penetration around the world . </li></ul><ul><li>Mobile Internet => opportunities for more mobile contents and services available. </li></ul><ul><li>Fast advancement of mobile technology and its infrastructure. </li></ul><ul><li>Weaknesses: </li></ul><ul><li>Sensitive => when, where and how to advertise . </li></ul><ul><li>limited media formats => limited graphics and expose opportunities </li></ul><ul><li>lack of ad standards </li></ul><ul><li>Strengths: </li></ul><ul><li>Personal medium => capability to allow personalization . </li></ul><ul><li>Cost-effectiveness and flexibility in production . </li></ul>
  8. 8. Findings (3) <ul><li>Better-off of mobile medium over other existing media can be classified into 4 distinctive aspects: </li></ul><ul><ul><li>ubiquitous access – mobile phones are everywhere </li></ul></ul><ul><ul><li>detailed user informatio n => enabling personalization of campaign and its messages </li></ul></ul><ul><ul><li>integrated respond channel – promoting rich interaction </li></ul></ul><ul><ul><li>personal channel – grabbing more attention with bigger impact. </li></ul></ul>
  9. 9. Findings (4) <ul><li>Effective mobile advertising campaigns: </li></ul><ul><ul><li>ability to promote a campaign to be more interactive, and </li></ul></ul><ul><ul><li>help building a long-lasting relationship with customers. </li></ul></ul><ul><li>Mobile campaigns can be classified into 3: </li></ul><ul><ul><li>Push campaigns, </li></ul></ul><ul><ul><li>Pull campaigns, and </li></ul></ul><ul><ul><li>Dialogue campaigns. </li></ul></ul>
  10. 10. Findings (5) <ul><li>In Cambodian context: </li></ul><ul><li>In 2000, statistics showed that: </li></ul><ul><ul><li>out of 5 telephone subscribers, there were more than 4 using mobile phones, </li></ul></ul><ul><ul><li>Cambodia’s teledensity reached 1, meaning that among every 100 Cambodian people, there was one telephone subscriber. </li></ul></ul><ul><li>There are 3 mobile telecom companies: MobiTel, Samart and CamShin. </li></ul><ul><li>Today, th is mobile advertising trend is relatively slow and advertisements in form of SMS are mainly employed . </li></ul><ul><li>The existing approaches of mobile advertising are likely involved with : </li></ul><ul><ul><li>TV interaction campaigns : </li></ul></ul><ul><ul><ul><li>SMS Voting </li></ul></ul></ul><ul><ul><ul><li>SMS Quiz etc. , and </li></ul></ul></ul><ul><ul><li>other informational or entertaining services including : </li></ul></ul><ul><ul><ul><li>sport result/score alert, </li></ul></ul></ul><ul><ul><ul><li>weather reports, </li></ul></ul></ul><ul><ul><ul><li>horoscope and </li></ul></ul></ul><ul><ul><ul><li>updating news etc. </li></ul></ul></ul>
  11. 11. Findings (6) <ul><li>Example 1 Example 2 </li></ul><ul><li>Two example of existing mobile campaigns in Cambodia: </li></ul><ul><ul><li>MobiTel promotional Valentine’s Day SMS </li></ul></ul><ul><ul><li>Caltex’s CoffePlus launching SMS advert. </li></ul></ul>
  12. 12. Findings (7) <ul><li>But today there are some obstacles in implementing mobile advertising. And from the 2 examples of mobile campaigns, these obstacles can be classified into 3 points: </li></ul><ul><ul><li>Firstly, reluctance of telecom service providers in allowing advertising agencies to cooperate in implementing mobile advertising campaigns. </li></ul></ul><ul><ul><li>Secondly, limited mobile users’ personal information databases in telecom providers lead to failure in targeting specific groups of mobile users. </li></ul></ul><ul><ul><li>Lastly, permissions from mobile users must be asked beforehand in order to avoid spamming and commit suicide of this infant mobile advertising industry. </li></ul></ul>
  13. 13. Findings ( 8 ) <ul><li>DEMO – Visual Demo of Kambuja News </li></ul>
  14. 14. Findings ( 9 ) <ul><li>Methodology: </li></ul><ul><ul><li>A qualitative research conducted in a focus-group style, semi-structured interview of 10 university students in Phnom Penh whose age group is between 18 and 25. </li></ul></ul><ul><ul><li>From this interview, a set of feedbacks can be generated and drawn as an evaluation on the demo. </li></ul></ul><ul><li>Findings and e valuation on Demo : </li></ul><ul><ul><li>N one of them has ever heard of mobile magazine or Mobizines . </li></ul></ul><ul><ul><li>In general, the adverts are interesting and effective. </li></ul></ul><ul><ul><li>Users are likely to be more receptive to Mobizines ads than those in other advertising media. </li></ul></ul><ul><ul><li>But they fear the risks of being spammed and information-overload. </li></ul></ul><ul><ul><li>They will very appreciate if there is a possibility of applying personalization and customization into Mobizine. </li></ul></ul><ul><ul><li>All in all, this Demo is successful in adapting adverts into Mobizine effectively. </li></ul></ul>
  15. 15. Con clusions <ul><li>Mobile medium will play a new role as a part of advertising media mix in a multi-channel approach to reach target audience. </li></ul><ul><li>Though mobile technology imposes limitations to mobile handsets’ capabilities, mobile phone is now capable to play an important role a powerful mobile channel to deliver advertising messages to mobile users. </li></ul><ul><li>Spamming is one of the obstacles in implementing mobile campaigns. That’s why the c onsent from mobile users in agreeing to opt in into a certain kinds of advertising is a must in order to avoid spamming and information-overload. </li></ul>
  16. 16. Conclusions (2) <ul><li>In conclusion, mobile advertising will not be intrusive if : </li></ul><ul><ul><li>a pre-established consent from mobile users does exist , and </li></ul></ul><ul><ul><li>the users are interested in it with a sense of being offered with exclusive value added contents, services or incentives from mobile advert isement . </li></ul></ul><ul><li>Thus, mobile advertising will most probably be another new success story! </li></ul>
  17. 17. Conclusion s ( 3 ) <ul><li>Mobile advertising is making headway in Cambodia. It is also being accepted and welcomed by local advertising industry both companies and agencies and especially mobile phone users. </li></ul><ul><li>In Cambodian context, mobile advertising will enjoy a great prosperity unless the three following obstacles are solved: </li></ul><ul><ul><li>Mobile campaign is three-party business: cooperation among advertiser, advertising agency and telecom company, </li></ul></ul><ul><ul><li>Detailed mobile users’ information and proper management of the data, and </li></ul></ul><ul><ul><li>Consents from mobile users in order to avoid risks of spamming. </li></ul></ul><ul><li>In conclusion, the Demo is somehow a successful case in adapting advertisements into a Mobizine. </li></ul><ul><li>However, there are still few weak points to be improved and some modifications need to be made . </li></ul>