MSG Joins With Every Single One Of Us; Undertakes Path-Breaking Mobile Advertising Research, Endorsed By Global Marketing Organizations
The press release goes out on the wire tomorrow a.m. (I’m personally distributing it via MSG partner RealWire), but my colleagues have allowed me a little scoop on this one. Every Single One Of Us, a global effort aggregating knowledge, and authorizing best practice and methodologies that ensure optimal mobile advertising user experience, is kicking off the Mobile Advertising U.K. research project, which I’m proud to report also has the endorsement of three leading global mobile marketing organizations: The Interactive Advertising Bureau (IAB), the Internet Advertising Bureau (IAB UK), and the Mobile Marketing Association (MMA).
Following an RFP (Request For Proposal), MSG was selected from among five research and consulting companies to take the lead role in Mobile Advertising U.K., conducting in-depth primary and secondary research — including one-on-one interviews with 25+ executives at a mix of agencies, enablers, and operators in the U.K. — as well as online and mobile surveys of U.K. consumers. This ambitious and far-reaching project will be coordinated by ÆNEAS Strategy Consulting and Management, an international consultancy firm founded by my esteemed colleague Tarik Fawzi that has driven the development of innovative mobile advertising strategies on behalf of players in the emerging business ecosystem since 2004.
Our research will be the first such project to include the views of both advertisers and consumers, thus providing the industry qualitative and quantitative insights into trends and attitudes. As we point out in the chart below, which shows the USPs of a range of mobile advertising research, our collaboration will quite literally set the bar.
To an extent, Mobile Advertising U.K. will follow the blueprint of Mobile Advertising Netherlands, a mobile advertising research project spearheaded by Tarik and his team that was sponsored by some 20+ companies including GroupM, a leading media investment management operation; telecom vendor Alcatel-Lucent; mobile operators and service providers Vodafone, T-Mobile, KPN, and Blyk; and full-service media agencies Starcom, Marvellous, MADS, Webads, DQ&A, Mindshare, Icemobile, and Mediaedge:CIA.
As Tarik put it in a press statement: “Following our success in the Netherlands, we are ready to rumble, and roll this out across Europe and the U.S., starting with the U.K., and later Germany. We are pleased to be working with Every Single One Of Us and MSearchGroove, and to have the endorsement of three of the leading global marketing organizations, strengthening us in our mission to make advertising mobile.”
Connect the dots, and it’s clear this is not about creating yet another mobile advertising research report. It’s about encouraging discussions about emerging business models, industry issues, and areas of growth to help companies engage with potential consumers and ultimately drive mobile advertising revenues and positive results.
Why?
Because the success of mobile advertising and subsidized models based on delivery of content, applications, and services, is dependent upon the willingness of participants to accept advertising on their mobile devices. Ultimately, users demand advertising that relates to their interests and is tailored to their specific needs. Anything else – as Every Single One Of Us founder Jonathan MacDonald is apt to point out - “will be perceived as ’spam’, which degrades the experience, increases the likelihood of churn, and breeds a distinct lack of trust.”
To build end-user trust, Every Single One Of Us calls on companies involved in the mobile advertising ecosystem to ensure content is delivered in accordance with the 3Ps: Permission (people will decide what brand messages they interact with); Privacy (people will decide where their data is collected and how it is used); and Preference (people will decide what content they find relevant).
The research project stage will conclude by the end of Q2 2009, and findings will be presented on June 25 in London, as part of a larger mobile advertising industry event organized by James Cameron, who has started his own events company to roll out a range of conferences, seminars and master-classes based on the findings and work of Every Single One of Us.
All of us at MSG wish James all the best in his new endeavor!
Disclaimer: MSG has partnered with Every Single One Of Us to conduct mobile advertising research in the U.K. and Gemany.
Tags: Blyk, DQ&A, Every Single One Of Us, Icemobile, KPN, MADS, Marvellous, Mediaedge:CIA, Mindshare, Mobile Advertising U.K., Starcom, T-Mobile, Vodafone, Webads
