Advertising Vai Mms

8/3/2019 Advertising Vai Mms

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PROJECT ON ADV VIA MMSPRESENTER:SAFDAR KHANREG: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. Thesupport 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 fromboth of you. Besides, this project makes me realized the value of working togetheras 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 timeduringthe project. The whole program really brought us together to appreciate the true value of friendship and respect of each other

SAFDAR KHAN



TABLE OF CONTENTS1 DELECATION2 EXICUTIVE SUMMERY

3 INTRODUCTION

4 OBJECTIVE

5 METHOD6 CONCLUSION



ADVERTISING VIA MMSMobile 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 andreceiving standard MMS message. Brands are able to both send (mobileterminated) and receive (mobile originated) rich content through MMS A2P(application-to-person) mobile networks to mobile subscribers. In somenetworks, brands are also able to sponsor messages that are sent P2P (person-to-

person).



INTRODUCTIONMobile 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 theirmobile phones. This document is an overview on the mobilemedia channels available to advertisers today, including the ben-efits offered by each, and considerations to use in selecting and

optimizing mobile advertising campaignsToday, mobile phones can be utilized for much more than justmaking and receiving calls. Besides voice services, mobile usershave 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 bothcontent 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, whereusers are highly engaged with content. As a result, the mobilechannel delivers excellent campaign effectiveness and responselevels compared to other media.Mobile is valuable as a stand-alone medium for advertising, butit’s also well suited for a vital role in fully integrated cross-mediacampaign plans, including TV, print, radio, outdoor, cinema, on-line and direct mail. These examples illustrate the ways brandsand marketers use the mobile channel to engage and interact

with consumers:



MMS A DVERTISING MMS advertising is defined as ad units thatappear inserted toother content. The ad unit can either bestatic (no action canbe taken by the end user) or dynamic (usercan act on the message, e.g. by clicking orresponding).





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




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 videoback 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.




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 yourcustomer.• Can also link directly to mobile website, provide map to closest store location, or deliver couponing to further incentives and drivepurchases 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 tocoupons, 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 socialmedia 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 adoptionlevels are sig-

nificantly lower than SMS, but even indeveloping mar-kets, more than 70% of mobile phones canreceive MMS.The MMS market continues to grow in bothdeveloped

and developing markets.



PUSH CONTENT SERVICES – • Media publishers use SMS andMMS to send requested content (e.g., news, sports, jokes,gossip) or information to their users. A user can subscribeto these services on a daily or weekly basis, or request it on

an ad-hoc basis. For example, CBS News has an MMSnews alert program for Verizon Wireless subscribers, andFox25 distributes American Idol pictures and content viaMMS to AT&T Mobility subscribers. USA Today providesdaily weather forecasts delivered by SMS. Content serviceproviders deliver their product via a mobile message, suchas with ring tones, wallpaper, pictures, music and video. Adscan be inserted in SMS content that subscribers requestand receive by using the free (non-used) space, up to thecharacter or message size limit. Users typically receive freeor subsidized content in exchange for viewing these ads.



BUSINESSSERVICES AND CRM – • Businesses may use mobile messaging as a customer communication element of their core product offering. For example, a bank may offertext message alerts when an account drops below a certainbalance, or an auto dealer may offer reminder messages

when a vehicle is scheduled for routine service. Operatorsuse messaging (today, mainly SMS) to notify subscribers of service events such as voice mail, network coverage, trans-action confirmations, roaming network welcome messagesor account status (e.g., prepaid balance, loyalty points). Adscan 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 theservice provider.



SEARCH AND INQUIRY SERVICES – • Media publishers orsearch 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 canbe inserted in the free space in the message, up to thecharacter or size limit of the message



INTERACTIVESERVICES – • 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 OverviewMobile messaging technology enables users to communicatein an asynchronous manner, where messages are stored in thenetwork and delivered to the recipient as soon as the recipi-

ent’s mobile phone can receive it. Once delivered, the messageresides on the users’ mobile phone. SMS (Short Messaging Service) allows a mobile user to sendand receive a text message of up to 160 characters and across virtually any operator network. This service is also referred toas “text messaging” or “texting”. All mobile phones shippedover the past few years support SMS. As a result, the large in-stalled base of SMS phones creates a large addressable marketfor SMS-based mobile marketing campaigns.MMS (Multimedia Messaging Service) is the rich media equiv-alent to SMS text messages. An MMS message can includegraphics photos, audio and video, in addition to text. MMS isnot yet universally supported by operator networks, howeverthe market advertising opportunity is already significant andgrowing.



SMS and MMS services are together referred to as “mobilemessaging” 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 advertisingopportunity.

Newer forms of mobile client-based messaging services (e.g.,mobile email, mobile instant messaging) are not addressed inthese guidelines. Those messaging services are at different stag-es of deployment and/or evaluation internationally and havelower 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 MediumMobile messaging represents an opportunity for advertisingplacement. Media publishers are using messaging to distributemobile content. Businesses are providing consumer servicesthrough mobile messaging. These messages provide inventory into which advertisements can be inserted. In addition, it isnow 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’smobile phone. In many cases, the consumer may interact with

the application through messaging. It is possible to insert advertising on this type of inventory, provided there is sufficientspace 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 receivemessages/media that can include graphics, photos, audio, video and text. Unlike the Mobile Web, this media resides onthe user’s mobile phone, so a data connection isn’t required to access the ad content once the message has beenreceived. MMS is not yet universally supported by all operator networks and all mobile phones; however theadvertising 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 additionalconsiderations for advertisers and publishers.



MMS Advertising Unit DefinitionsThe 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 slidecontaining the primary, non-advertising content of the MMS slide. A MMS Short Text Ad can contain links that areclickable by the end user. As a principle, focus should remain on the content portion of the MMS slide which shouldnot 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. Thesupplementary MMS Banner Ad is defined as a still image intended for use in mass-market campaigns where the goalis a good user experience across all mobile phone models, network technologies and data bandwidths. However, insome cases, particularly in Europe, supplementary animated MMS Banner Ads are available for use in campaigns whereit is imperative to convey a richer experience. An MMS Banner Ad can be clickable by the end user, in which case aseparate text link can be considered. The MMS Banner Ad unit specification is similar to the Mobile Web Banner Adspecification 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 universalMMS Rectangle Ad is defined as a still image intended for use in mass-market campaigns where the goal is a good userexperience 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 isimperative to convey a richer experience. An MMS Rectangle Ad can be clickable by the end user, in which case aseparate 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 withother 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 isdisplayed



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 completeMMS 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-advertisingcontent in the MMS Full Ad and this ad unit is typically delivered in response to an ad request or based on some formof valid consent (opt-in) provided by the recipient.

4.2 MMS Advertising Unit SpecificationsSpecification ComponentsThe following ad unit specifications provide the framework for producing MMS ad creative material suitable across abroad 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 DimensionsFor 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 onedimension 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 SizeThe 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. MaximumMMS 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 or iginal 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 identificationThe 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 indelivery of the full ad. The message subject field alone is not sufficient for carrying this information because it is notshown on many mobile phones.4

For example, if the consumer has opted in to receiving advertisements from brand XYZ, the full ad messages deliveredshould have “XYZ” not only in the “from” and “subject” field but also in the first element (text or graphic) of the firstslide. 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. Indicatorscould 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 thegraphic 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 imageis an ad.The ad indicator is part of the graphical and text ad elements as per the technical specifications in Section 4.2. TheMMA recommends that when advertisers choose to use an ad indicator, it should be included with the creativematerial. Conventions for ad indicators vary by market and publisher.



IllustrationsThe 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 phonesMMS Message delivery includes two steps, transcoding and rendering; both which potentially impact the quality of the message, itsformats, and the resolution of media elements.Many mobile operators support transcoding, also known as media adaptation. Transcoding, which automatically adapts contentduring message delivery, is done according to the receiving mobile phone capabilities (e.g. screen resolution, maximum message filesize, supported media formats) to avoid negative user experience. While transcoding ensures that advertisements (along with possibleother 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 shouldbe avoided.Extensive media adaptation (from very large graphics down to very small ones) may render some creative material a poor quality whenshown on low-resolution mobile phone screens. This can happen to graphics containing text, details, thin lines or color palettes withtexture.Creative producers are recommended to contact MMS service providers and/or network operators for more details. In casetranscoding 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 testedon 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 otherparameters. 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 imageand 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 forcingthe 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 ConsiderationsInternational RoamingInserting ads into MMS messages sent to users who are roaming abroad can generate additional user costs becausemobile network operators typically charge roaming fees for MMS data usage. The industry is still developing bestpractices for this situation. Some MMS service providers/operators provide the ability to block ad injection andsending 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 12hours 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 messagesFor further considerations, please refer to the Mobile Video and TV Advertising Creative Design Principles in Section5.2.





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