marketing

PROJECT ON ADV VIA MMS

 PRESENTER: SAFDAR KHAN

 REG: 1432-110036

 PROGRAME: MBA (MKT)

 PRESENTED TO:SIR.

 INSTITUTE:PRESTON UNIVERSITY ISLAMABAD

ACKNOWLEDGEMENT

 ACKNOWLEDGEMENT



 The special thank goes to my helpful Friend, Mr.sayed abbas ali shah. The

 support that he gave truly help the progression and smoothness of the project. The

 co-operation is much indeed appreciated.



 My grateful thanks also go to both Mr. Sayed abbas ali shah and Mr.sabeeh ahmed. A

 big contribution and hard worked from both of you during the3rd week is very great indeed.

 All projects during the program would be nothing without the enthusiasm and imagination from

 both of you. Besides, this project makes me realized the value of working together

 as a team and as a new experience in working environment, which challenges us every minute.

 Not forget, great appreciation go to the rest of my office co worker that help me from time to time

during

 the project. The whole program really brought us together to appreciate the true value of

 friendship and respect of each other



 SAFDAR KHAN

TABLE OF CONTENTS

1 DELECATION

2 EXICUTIVE SUMMERY



3 INTRODUCTION



4 OBJECTIVE



5 METHOD

6 CONCLUSION

ADVERTISING VIA MMS

 Mobile marketing via MMS



 MMS mobile marketing can contain a timed slideshow of images, text, audio and

video. This mobile content is delivered via MMS (Multimedia Message Service).

Nearly all new phones produced with a color screen are capable of sending and

receiving standard MMS message. Brands are able to both send (mobile

terminated) and receive (mobile originated) rich content through MMS A2P

(application-to-person) mobile networks to mobile subscribers. In some

networks, brands are also able to sponsor messages that are sent P2P (person-to-

person).

INTRODUCTION

Mobile advertising is a rapidly growing sector providing brands,

agencies and marketers the opportunity to connect with con-

sumers beyond traditional and digital media directly on their

mobile phones. This document is an overview on the mobile

media channels available to advertisers today, including the ben-

efits offered by each, and considerations to use in selecting and

optimizing mobile advertising campaigns

Today, mobile phones can be utilized for much more than just

making and receiving calls. Besides voice services, mobile users

have access to data services such Short Message Service (SMS),

also known as text messaging, picture messaging, content down-

loads and the Mobile Web. These media channels carry both

content and advertising.

The mobile phone is an extremely personal device. One mo-

bile phone typically has one unique user. This makes the mo-

bile phone a precisely targeted communication channel, where

users are highly engaged with content. As a result, the mobile

channel delivers excellent campaign effectiveness and response

levels compared to other media.

Mobile is valuable as a stand-alone medium for advertising, but

it’s also well suited for a vital role in fully integrated cross-media

campaign plans, including TV, print, radio, outdoor, cinema, on-

line and direct mail. These examples illustrate the ways brands

and marketers use the mobile channel to engage and interact

with consumers:

MMS ADVERTISING

MMS advertising is defined as ad units that

appear inserted to

other content. The ad unit can either be

static (no action can

be taken by the end user) or dynamic (user

can act on the message, e.g. by clicking or

responding).

We make MMS advertising easy and effective









MMS advertising can be used to both build your brand and support direct response campaigns.

Direct-to-consumer

Deliver dynamic video via MMS as an upsell tool.

•Send dynamic full video, audio, and motion graphics ads directly to the phones of your customers, with a call-to-action that drives

towards a direct purchase either in-store or on your mobile website.

We make MMS advertising easy and effective









 Activate Retail POS

 Make your retail display, POS or product packaging truly interactive.

 A simple keyword call-to-action on in-store POS or packaging instantly delivers dynamic rich video

back to your customer while they are standing in your store. Create direct links from your video,

allowing your customer to evangelize within social media or deliver coupon or incentive.

We make MMS advertising easy and effective









Bring dynamic video or motion graphics to your latest print campaign.

•Bring print or outdoor to life through a call-to-action QR code or text-to-short-code that lets customers receive dynamic full video,

audio, and motion graphics directly on their phone.

•Demonstrate product in action, show benefit or customer testimonials to drive home your unique selling proposition to your

customer.

•Can also link directly to mobile website, provide map to closest store location, or deliver couponing to further incentives and drive

purchases directly.

We make MMS advertising easy and effective

 Digital newsletter

 Keep your loyal customers informed by sending dynamic video with the latest and greatest offers that can link to

coupons, mobile websites, or social media sites.

 Deliver video directly to the mobile devices of your most frequent customers—and keep them in the loop with updates,

exclusive offers, and new product introductions. Options include embedded links to coupons, mobile web, and social

media to help increase the likelihood that your message will go viral. (insert image here)

 Build your mobile database

 As consumers opt in to your MMS advertising campaign, we will create and build your mobile database, providing you

with an invaluable and direct link to your customers.

GROWING MMS ACCESS - • MMS adoption

levels are sig-

nificantly lower than SMS, but even in

developing mar-

kets, more than 70% of mobile phones can

receive MMS.

The MMS market continues to grow in both

developed

and developing markets.

 PUSH CONTENT SERVICES – •

 Media publishers use SMS and

 MMS to send requested content (e.g., news, sports, jokes,

 gossip) or information to their users. A user can subscribe

 to these services on a daily or weekly basis, or request it on

 an ad-hoc basis. For example, CBS News has an MMS

 news alert program for Verizon Wireless subscribers, and

 Fox25 distributes American Idol pictures and content via

 MMS to AT&T Mobility subscribers. USA Today provides

 daily weather forecasts delivered by SMS. Content service

 providers deliver their product via a mobile message, such

 as with ring tones, wallpaper, pictures, music and video. Ads

 can be inserted in SMS content that subscribers request

 and receive by using the free (non-used) space, up to the

 character or message size limit. Users typically receive free

 or subsidized content in exchange for viewing these ads.

 BUSINESS SERVICES AND CRM – •

 Businesses may use mobile messaging as a customer communication element of

 their core product offering. For example, a bank may offer

 text message alerts when an account drops below a certain

 balance, or an auto dealer may offer reminder messages

 when a vehicle is scheduled for routine service. Operators

 use messaging (today, mainly SMS) to notify subscribers of

 service events such as voice mail, network coverage, trans-

 action confirmations, roaming network welcome messages

 or account status (e.g., prepaid balance, loyalty points). Ads

 can be inserted in SMS or MMS alert service content us-

 ing the free (unused) space, up to the respective size limits.

 This may come in return for some value offered by the

 service provider.

 SEARCH AND INQUIRY SERVICES – •

 Media publishers or

 search service providers use SMS and MMS to send infor-

 mation in response to user inquiries. These include direc-

 tory inquiries for store locations, or phone numbers, price

 search services, and a large variety of other search-via-

 mobile services. The inquiry is typically invoked by tex-

 ting commands and/or keywords to short codes. Ads can

 be inserted in the free space in the message, up to the

 character or size limit of the message

 INTERACTIVE SERVICES –•

 Interactive services let users par-

 ticipate in voting, polls, contests or to become engaged

 with communities through chat or billboard arrangements.

 Often those services are integrated with other media ac-

 tivity, such as TV shows or print campaigns. Users are in-

 vited to vote and typically receive an automated response,

 which may also include advertising. Ads can also be in-

 serted in messages received by interactive chat participants.

 These ads can be inserted in the free space in the message,

 up to the character or size limit of the message

 MOBILE MESSAGING

 3.1 Mobile Messaging Overview

 Mobile messaging technology enables users to communicate

 in an asynchronous manner, where messages are stored in the

 network and delivered to the recipient as soon as the recipi-

 ent’s mobile phone can receive it. Once delivered, the message

 resides on the users’ mobile phone.

 SMS (Short Messaging Service) allows a mobile user to send

 and receive a text message of up to 160 characters and across

 virtually any operator network. This service is also referred to

 as “text messaging” or “texting”. All mobile phones shipped

 over the past few years support SMS. As a result, the large in-

 stalled base of SMS phones creates a large addressable market

 for SMS-based mobile marketing campaigns.

 MMS (Multimedia Messaging Service) is the rich media equiv-

 alent to SMS text messages. An MMS message can include

 graphics photos, audio and video, in addition to text. MMS is

 not yet universally supported by operator networks, however

 the market advertising opportunity is already significant and

 growing.

 SMS and MMS services are together referred to as “mobile

 messaging” or “messaging”. The stickiness of Mobile Messag-

 ing, the enormous reach of SMS and the rich media capabili-

 ties of MMS make this channel a highly rewarding advertising

 opportunity.

 Newer forms of mobile client-based messaging services (e.g.,

 mobile email, mobile instant messaging) are not addressed in

 these guidelines. Those messaging services are at different stag-

 es of deployment and/or evaluation internationally and have

 lower rates of adoption in mass markets than SMS and MMS,

 so are therefore not addressed in this document.

 3.2 Mobile Messaging as an Advertising Medium

 Mobile messaging represents an opportunity for advertising

 placement. Media publishers are using messaging to distribute

 mobile content. Businesses are providing consumer services

 through mobile messaging. These messages provide inventory

 into which advertisements can be inserted. In addition, it is

 now possible to purchase advertising in personal – person-to-

 person (P2P) – SMS and MMS messages.

 There are two primary types of advertising inventory:

 Application-to-Person (A2P): This type of inventory in-

 cludes SMS and MMS messages sent by a business or other or-

 ganization/entity via an automatic application to a consumer’s

 mobile phone. In many cases, the consumer may interact with

 the application through messaging. It is possible to insert ad-

 vertising on this type of inventory, provided there is sufficient

 space left within the message.

 A2P messaging is used for a wide range of services:

Multimedia Messaging (MMS)

 Multimedia Messaging Service (MMS) is a rich media messaging service that allows mobile users to send and receive

messages/media that can include graphics, photos, audio, video and text. Unlike the Mobile Web, this media resides on

the user’s mobile phone, so a data connection isn’t required to access the ad content once the message has been

received. MMS is not yet universally supported by all operator networks and all mobile phones; however the

advertising opportunity using MMS is significant.

 These guidelines seek to ensure a clear distinction of MMS Advertising units from content to avoid the perception of

MMS Advertising as unsolicited communication and to ensure maximum ad campaign effectiveness.

 The MMS guidelines consist of a set of ad unit dimensions, file formats and maximum file sizes, as well as additional

considerations for advertisers and publishers.

MMS Advertising Unit Definitions

 The recommended ad units for MMS are as follows:

 MMS Short Text Ad is a supplementary text ad unit appended to the content (or body) portion of an MMS slide

containing the primary, non-advertising content of the MMS slide. A MMS Short Text Ad can contain links that are

clickable by the end user. As a principle, focus should remain on the content portion of the MMS slide which should

not be compromised by the ad unit.

 MMS Long Text Ad is a supplementary text ad unit filling all of an MMS slide, whereby the text can contain a link that

is clickable by the end user.

 MMS Banner Ad is a supplementary color graphics ad unit displayed at the top or bottom of an MMS slide. The

supplementary MMS Banner Ad is defined as a still image intended for use in mass-market campaigns where the goal

is a good user experience across all mobile phone models, network technologies and data bandwidths. However, in

some cases, particularly in Europe, supplementary animated MMS Banner Ads are available for use in campaigns where

it is imperative to convey a richer experience. An MMS Banner Ad can be clickable by the end user, in which case a

separate text link can be considered. The MMS Banner Ad unit specification is similar to the Mobile Web Banner Ad

specification in terms of dimension.

 MMS Rectangle Ad is a universal color graphics file plus optional text ad unit filling all of an MMS slide. The universal

MMS Rectangle Ad is defined as a still image intended for use in mass-market campaigns where the goal is a good user

experience across all mobile phone models, network technologies and data bandwidths. However, in some cases,

particularly in Europe, supplemental animated MMS Rectangle Ads are available for use in campaigns where it is

imperative to convey a richer experience. An MMS Rectangle Ad can be clickable by the end user, in which case a

separate text link below the graphics is recommended. An MMS Rectangle Ad can be placed before the original content

(pre-roll), within (mid-roll) or after (post-roll) of the MMS, on a separate slide. Mixing an MMS Rectangle Ad with

other content (except audio) on one slide is not recommended.

 MMS Audio Ad is a supplementary audio clip that is played while an MMS Rectangle Ad or an MMS Full Ad is

displayed

 MMS Video Ad is a supplementary video ad unit which is usually delivered as part of a MMS Full Ad.

 MMS Full Ad is a supplementary ad unit which only contains advertising content. The MMS Full Ad is a complete

MMS composed of elements of MMS Short Text Ads, MMS Long Text Ads, MMS Banner Ads, MMS Rectangle Ads,

MMS Audio Ads and MMS Video Ads and distributed over one or multiple slides. There is no primary, non-advertising

content in the MMS Full Ad and this ad unit is typically delivered in response to an ad request or based on some form

of valid consent (opt-in) provided by the recipient.

 4.2 MMS Advertising Unit Specifications

 Specification Components

 The following ad unit specifications provide the framework for producing MMS ad creative material suitable across a

broad range of mobile phones and which offers a compelling and engaging user experience.

 4.2.1 Media Formats for MMS ad units are as follows:

 JPG or GIF as universal formats for still images.

 GIF for animated images.

 AMR-NB (on GSM networks) and QCELP (on CDMA networks) are prevailing audio formats.

 AAC+, AAC, MP3, WAV (PCM encoded) are increasingly available on mobile phones.

 3GP and 3G2 are the prevailing video formats. Recommended audio quality: @ 16bit 44 KHz Stereo; Recommended

video quality: QVGA @250kbps, 20-30 frames per second.

 4.2.2 Dimensions

 For all graphical MMS Ad elements, widths & heights are recommended as defined for the Mobile Web Banner Ad units in Section 2.2, i.e.

 XX-Large MMS Image (width 320 pixels)

 X-Large MMS Image (width 300 pixels)

 Large MMS Image (width 216 pixels)

 Medium MMS Image (width 168 pixels)

 Small MMS Image (width 120 pixels)

 The Large MMS Image width (216 pixels) is the universal dimension recommended for use in MMS Ad campaigns where only one

dimension is used. This width has proven to produce satisfactory user experience across modern mobile phones in mature mobile markets,

such as found in the USA or Europe.

 For all MMS Video Ad elements, the following are the most common examples of frequently used dimensions:

 Large MMS Video (320 x 240 pixels)

 Medium MMS Video (176 x 144 pixels)

 Small MMS Video (128 x 96 pixels)

 4.2.3 File Size

 The maximum MMS message file size available for advertisements depends on the following factors:

 Mobile phones are currently capable of receiving MMS messages between a maximum of 100 KB to 600 KB sizes2.

 Mobile network configurations apply irrespective of the mobile phone capability. Currently most networks support a maximum of 300 KB.

However, some networks have already increased this limit to 600 KB.

 In order to reach a broad audience, the MMA recommends that the complete MMS file size does not currently exceed 300 KB. Maximum

MMS file size and maximum ad file sizes are inclusive of all applicable elements (e.g., graphics, text and audio3).

 3 In case of using SMIL, about 1 KB of formatting information should be considered part of the MMS size.

 4 Please reference the MMA Global Code of Conduct: http://www.mmaglobal.com/codeofconduct.pdf

 For ads inserted to other content, the MMS ad file size should not exceed 100 KB. This limit allows 200 KB or more for the original content.

This file size allows for good quality MMS Rectangle Ad images, even for many animated images.

 For the MMS Full Ad unit, a maximum file size of 300 KB is recommended.

 MMS Advertising Creative Design Principles

 4.3.1 Sender identification

 The sender of the MMS Full Ad message should be clearly identifiable by the message recipient. The “from” and

“subject” field as well as the first message slide should reflect the consumer request or opt-in context that resulted in

delivery of the full ad. The message subject field alone is not sufficient for carrying this information because it is not

shown on many mobile phones.4

 For example, if the consumer has opted in to receiving advertisements from brand XYZ, the full ad messages delivered

should have “XYZ” not only in the “from” and “subject” field but also in the first element (text or graphic) of the first

slide. Local market guidelines or regulation may also be in place requesting sender identification placement.

 4.3.2 Ad Indicators

 Advertisers should consult their publisher and local markets to determine requirements for ad indicators. Indicators

could be used with both text and graphical ads:

 Text ad indicators, where text is used to indicate the text is an ad. An example is the use of “Ad:” preceding the ad text.

See also Section 3.4.1 on SMS ad indicators for more guidance.

 Graphical ad indicators, where a part of the creative is used to display the ad indicator and thus make it clear that the

graphic is an ad rather than content. The indicator typically is located on the side or the corner of the creative and may

use text (e.g., “AD” in English speaking markets or “Anzeige” or “-w-“ in Germany) or an icon to indicate that the image

is an ad.

 The ad indicator is part of the graphical and text ad elements as per the technical specifications in Section 4.2. The

MMA recommends that when advertisers choose to use an ad indicator, it should be included with the creative

material. Conventions for ad indicators vary by market and publisher.

 Illustrations

 The following example seeks to illustrate a possible pre-roll design.

 Example 1: MMS Pre Roll

 4.4 MMS Advertising Insertion and Delivery

 4.4.1 Impact of Transcoding and Rendering of media on mobile phones

 MMS Message delivery includes two steps, transcoding and rendering; both which potentially impact the quality of the message, its

formats, and the resolution of media elements.

 Many mobile operators support transcoding, also known as media adaptation. Transcoding, which automatically adapts content

during message delivery, is done according to the receiving mobile phone capabilities (e.g. screen resolution, maximum message file

size, supported media formats) to avoid negative user experience. While transcoding ensures that advertisements (along with possible

other content) are consistently presented on all mobile phones, it can have a negative impact on the audio and visual elements if

applied extensively. The ad unit specifications as defined in chapter 4.1 seek to reduce the need for transcoding, and retain the quality

of the ad creative.

 Transcoding and rendering have advantages that are relevant for the purpose of MMS advertising:

 To provide a good experience for users on almost all MMS-capable mobile phones.

 To allow creative material to be provided in one version only.

 However, some caution is recommended:

 Image creative should be chosen that properly resizes down to lower resolutions. For example, tiny text and graphical details should

be avoided.

 Extensive media adaptation (from very large graphics down to very small ones) may render some creative material a poor quality when

shown on low-resolution mobile phone screens. This can happen to graphics containing text, details, thin lines or color palettes with

texture.

 Creative producers are recommended to contact MMS service providers and/or network operators for more details. In case

transcoding is not available on a network, only the standard audio formats (AMR-NB on GSM networks and QCELP on CDMA

networks) are recommended in MMS advertising5 6.

 The process of MMS delivery can influence the content of MMS, therefore; testing the impact of resizing on quality

and legibility of the creative material is recommended. The MMA further recommends that MMS ad delivery be tested

on real phones prior to any campaign execution.

 4.4.2 Synchronized Multimedia Integration Language (SMIL)

 For MMS messages, SMIL defines the order of images and text on a slide, the time a slide is displayed, and other

parameters. Media creators should consider the following SMIL parameters:

 Region – defines the order of text and graphics on MMS slides. It determines whether all slides of an MMS will start

with graphics followed by text or vice versa. Without this parameter it is up to the MMS client to set the order of image

and text on one slide, which may lead to an unfavorable display representation.

 Height – determines the percentage of display space reserved for text and graphics respectively; this enables forcing

the display of text below a picture in the visible area of the mobile phone display.

 Duration (dur) – controls the duration of display for each individual slide of the MMS. This parameter is of

importance to synchronize the duration of slide display and length of audio play measured in seconds. If not properly

set, the slide show may progress to the next slide before the audio (or video) has finished playing.

 Other Considerations

 International Roaming

 Inserting ads into MMS messages sent to users who are roaming abroad can generate additional user costs because

mobile network operators typically charge roaming fees for MMS data usage. The industry is still developing best

practices for this situation. Some MMS service providers/operators provide the ability to block ad injection and

sending of ad MMS messages to roaming users, thus ensuring a good customer experience. If possible, this option

should be used.

 Response timing (return MMS)

 If a user requests advertising information to be delivered to him via MMS, this request should be respond to within 12

hours or the request (opt-in) for that particular message will be deemed expired.

 MMS Video Ads

 Advertisers should consider the following when developing MMS Video Ads:

 Avoid using fast-moving videos

 Avoid rapid scene changes (many scene changes in a short period)

 Avoid using small letters for advertising messages

 For further considerations, please refer to the Mobile Video and TV Advertising Creative Design Principles in Section

5.2.