NAIROBI, Kenya, April 30 – Advertising agencies will now be able to interact more with consumers following the introduction of a mobile phone application dubbed ‘Eyeballs Mobile Advertising.’
The initiative by BrandKey Marketing will enable marketers to get feedback from consumers in real-time and react speedily to demands in the sector.
Managing Director Judy Kirui said on Friday that they will also be able to access consumers and customers directly through their mobile phones and stated that ads will be sent to subscribers according to their interests.
“It is an application that will be sitting on your phone once you upload it. You will have said what your interests are for example; I am female and aged X. I love the movies, shopping traveling and so on,” she explained.
“Once you have provided that information, companies will be able to directly communicate with you according to your needs,” she said.
She further stated that other functions of the phone will not be interfered with when one receives an advertisement.
“It works with dual processing methodology on the phone. It does not interfere with the settings of your phone,” she said.
“So whatever way you have set your phone the moment you receive the advertising, it does not necessarily mean it will interfere with its normal operations.”
She explained that it allows people to view adverts whenever they send or receive either an SMS or a phone call.
She termed it a brilliant concept since it allows agencies to target users on the device they use the most.
She pointed out that the service only works on Symbian 60 phones and is limited to the more expensive Nokia phones and some Samsung phones.
In some markets, this type of advertising is most commonly seen as a Mobile Web Banner (top of page) or Mobile Web Poster (bottom of page banner), while in others, it is dominated by SMS advertising).
Other forms include Multimedia Messaging service (MMS) advertising, advertising within mobile games and mobile videos, and mobile TV receipt.
Mrs Kiruri explained that the effectiveness of a mobile ad campaign can be measured in a variety of ways.
She pointed out that the main measurements are impressions (views) and click-through rates. Additional measurements include conversion rates, such as click-to-call rates and other degrees of interactive measurement.