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Versus - 16 Martie 2010
Este 2010 anul mobile advertising?

Este 2010 anul mobile advertising?

2010 este doar la început, dar se preconizează că acesta va fi anul mobile advertising. Despre această supoziție și de ce ar putea fi ea adevărată sau nu, au vorbit Călin Rotăruș, Managing Director ARBOinteractive, și Mugur Pătrașcu, Managing Partner iLeo.

de Anca Muraru

Deși părerile referitoare la amploarea pe care a căpătat-o mobile advertising-ul sunt împărțite, este evident că mobilul și-a făcut loc printre mediile folosite în campaniile publicitare, atât la nivel internațional, cât și în România. Mugur Pătrașcu și Călin Rotăruș au încercat să găsească motive pentru care ipoteza ar putea sta în picioare.

Este 2010 anul mobile?

Mugur Pătrașcu: Cred că în 2010 se va vorbi foarte mult despre mobile, dar se va face destul de puțin în realitate. Exemplele și implementările serioase pe acest mediu vor mai avea de așteptat câțiva ani buni. Anticipez că undeva prin 2012 se va ajunge la începerea luării în serios și înțelegerii mecanicilor de comunicare cu oamenii prin acest mediu. Până atunci, vom avea foarte multe discuții în jurul unor situații teoretice sau în jurul puținelor studii de caz care vor fi disponibile.Mugur Patrascu

Nu mă înțelegeți greșit, cred că mobilele se vor folosi în continuare ca modalități de transmitere a mesajului de comunicare (numai iLeo a facut în 2009 patru campanii folosind mobilele și geolocația), dar nu cred ca acesta va fi un must sau un trend major în advertising. Noi încă suntem în faza în care reașezăm mediile clasice și începem să folosim internetul cât de cât, iar acest nou mediu nu poate să aibă o evoluție atât de rapidă, mai ales că este destul de scump.

Călin Rotăruş: În fiecare an, la conferințe, se spune că acesta este anul mobile, dar un boom de publicitate pe mobile nu a existat până acum în nicio țară. Nu în volumul de publicitate. Dacă e să ne uitâm în alte țări, unde mobilul a devenit o nouă media, inclusă în comunicare în mod frecvent, volumul de publicitate, rămâne la un maximum de 3% din volumul publicității online, în cazurile cele mai optimiste.

La fel, în România nu va exista un boom, ci doar o adoptare treptată a noului canal de comunicare. Totuși, interesul pentru valorificarea avantajelor incontestabile ale comunicării pe mobil este foarte mare, atât la noi cât și în afară.

Care sunt premisele care stau la baza afirmaţiei?

Mugur Pătraşcu: Premisele pentru care mobilul se va dezvolta ca și platformă și mediu de comunicare sunt:
- penetrarea depășește 110% - este practic cel mai folosit mediu (mai mult decât TV-ul)
- posibilitățile de a face advertising pe mobil s-au dezvoltat foarte mult cu apariția noilor generații de telefoane și noilor viteze de acces internet. Aici vorbim de aplicații, de geolocație, de internetul mobil și real time acces oriunde
- deocamdată, este un mediu destul de liber din punct de vedere al comunicării. Ca urmare, există spațiu de comunicare și încă există disponibilitate din partea oamenilor pentru advertising aici
- este cel mai personal dintre medii și targetarea este foarte bună
- oferă posibilitatea publicității de oportunitate, adică într-o formă sau alta publicitatea viitorului

Calin Rotarus Călin Rotăruş: La noi, clienții sunt destul de reticenți la o media nouă, unde nu există un istoric sau niște exemple de campanii răsunătore, cu atât mai mult cu cât suntem în plină criză financiară. Totusi, se întrevâd semne de testare a pieței, campanii cu buget mic și prezență redusă care, din pacate, nu dau o imagine destul de bună asupra potențialului mediei, dar care dovedesc interesul crescând asupra ei.

Sunt dispuși clienții și piața să accepte ideea și să se conformeze?

Mugur Pătraşscu: Nu și nu. Am explicat mai sus
Călin Rotăruş: Piața este pregatită cu toată tehnologia de care este nevoie: de la măsurare a traficului, adservere și creare de landing-pages.

Care este nivelul la care se află România cu mobile advertising comparativ cu ce se intampla în afară?

Mugur Pătraşcu: România are un nivel destul de dezvoltat al posibilităților de comunicare (al parametrilor rețelelor, tipul de telefoane, viteza rețelei, acoperirea etc), dar încă nu folosește această infrastructură la nivelul la care este folosită în alte țări.
Călin Rotăruş: Sunt numeroase exemple de brand-uri care integrează în mod frecvent canalul mobile în comunicare în alte țări, dar care în România nu apelează la acest mediu. Așadar, România se pregătește să deschidă o piață care în exterior are tradiție.

Care sunt cele mai întâlnite campanii și pentru care există deschiderea mai mare?

Mugur Pătraşcu: SMS-ul are, cred, 99% din această piață. MMS este o tehnologie care nu a fost adoptată în masă și ca urmare, nu este folosită. Mai există niște inițiative pe folosirea bluetooth-ului, iar restul inițiativelor se folosesc de internetul mobil.

Călin Rotăruş: Majoritatea campaniilor mobile în România sunt de tip SMS/MMS, proporția fiind covârșitoare în favoarea acestora. La nivel mondial (potrivit datelor furnizate în almanahul Tomi Ahonen), cea mai mare creștere anul trecut au înregistrat-o serviciile de mobile search (cu o creștere de 230% față de anul precedent, ajungand la 3,2 miliarde dolari).

sussus

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20 Iunie 2013, 10:56
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I usually use mobile advertising to ads for my new products.
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26 Iulie 2013, 20:49
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27 Noiembrie 2013, 03:04
Nu mă înțelegeți greșit, cred că mobilele se vor folosi în continuare ca modalități de transmitere a mesajului de comunicare (numai iLeo a facut în 2009 patru campanii folosind mobilele și geolocația), dar nu cred ca acesta va fi un must sau un trend major în advertising.
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