Itsmy.com Gives Users Control Over Mobile Ads; Context And Relevancy Rule!
Mobile-only social network itsmy.com have turned the tables on targeted advertising by placing control over advertising in the hands of their users, allowing them to choose their favourite categories from a range of 15 advertising channels that include content from fashion, sports, entertainment, and education. Not only does the strategy deliver context and relevancy by virtue of user choice, but it also increases the time and attention they dedicate to these brands and products significantly.
In the first test of the new strategy carried out by itsmy.com on 20,000 users in the U.K. and U.S., a whopping 82 percent of users made a personal advertising choice, delivering an average CTR of 3 percent. These results present an interesting change and challenge for the advertising industry, and may over time make demographic and age related targeting redundant. While users show willingness to engage with brands, advertisers must now generate compelling content that will cement the brand-user relationship and reward users for loyalty.
Peggy adds: Other mobile social networks (notably Germany’s Peperoni) recognize empowered users want content (and advertising is becoming a form of content) on their terms. Itsmy.com reports significant CTRs – a track record that, as James suggests, could convince even the more conservative brands to experiment with mobile advertising. Another company building its business model on explicit user acceptance of mobile ads is Blyk. I’ll have an exclusive podcast with Blyk explaining its user-generated mobile advertising strategy and some surprising results when I return from chairing the Mobile Content Awards in London next week.
