New (ways of using) Media

What Women Want… in Mobile

Monday, May 11th, 2009 | cleverwood trends session | 2 Comments

Here is a quick debrief of our Mobile Marketing Trends Session held on May 7th : What women want… in Mobile?

Because we are all different, we love different brands, we use our devices in different ways, Fabian Tilmant started by highlighting the importance of segmentation in mobile .

The first speaker, Mélanie Mc Cluskey (Director Customer Intelligence Center at Belgacom),  detailed us the Mobile usage: what women do, what women want, what women expect. She clearly understood what they want and what they don’t. ” Successful mobile initiatives and applications will have to answer the expressed and unexpressed women needs” said Mélanie.

Carole Lamarque, Business Unit Manager – Mobile at Sanoma Magazines Belgium, discussed the mobile marketing business models, the adoption strategies,  the long term opportunities in the belgian market and highlighted various advertising models.

She gave 3 mobile cases examples : Flair Mobile, Elle Mobile and Eurostar.

Olivier Beaujean concluded with a list of examples to show how cleverwood can help brands and media groups finding New Ways of using those media, before inviting the guests to the traditional networking drink.

If you missed the session, don’t worry you will find the full slides here, all pictures on Flickr and below a video summary from the Agence Wallonne de Télécommunication (AWT).

Tags: advertising, mobile, mobile marketing, new ways of, user experience, women

What women want… in Mobile?

Thursday, April 23rd, 2009 | cleverwood trends session | 2 Comments

Practical details and subscription

Tags: advertising, mobile, mobile marketing, user experience, women

Interview about Flair Mobile Mag (in french)

Thursday, March 26th, 2009 | mobile advertising | No Comments

Tags: branded service, Dynamic Insourcing, Flair Mobile, interest-based advertising, media, mobile, mobile advertising, mobile marketing, mobile monday, user experience

Google asks you which ad you want to see (or not?)

Thursday, March 19th, 2009 | Cleverwood | No Comments

Google recently announced on its official blog the launch of the interest-based advertising and hopes to offer a better user experience for each stakeholder in the process: the advertisers, publishers and the Google users.

The principle is quite simple: each time a user googles a keyword, a number of specific interests-based commercial ads will be displayed depending on the previous search queries and on some preferences the user can indicate. Both information are stored in a cookie.

The first interest-based ads are expected to be launched during the second quarter 2009.

What I liked :

• Everyone should find his interest: both surfers, publishers and advertisers.
• Give relevant ads to users.
• Higher returns for advertisers and publishers.
• Easy and flexible : Settings can be changed easily at any time

Challenges I expect :

• There will certainly be some reluctance with regards to the privacy policy, the feeling of data being stored at Google will be strong at least for some users.
• If you delete your cookies, you’ll have to repeat the same operation again.
• To switch off permanently the preference based ads, you have to download a plug-in, which is in my eyes a barrier (one plug-in for each  browser).
• For those like me who tend to use various browsers and/or several computers, you must perform the deactivation or the customization for each browser and each computer.
• The publishers using AdSense on their site will have to adapt their Privacy Policy.

Tags: advertising, google, interest-based advertising, user experience