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T-MOBILE CZECH STUDY SAYS SMS/MMS AD RESPONSE RATE 27 TIMES HIGHER THAN INTERNET BANNER CAMPAIGNS. The project confirmed the high response rates of SMS and MMS ads, based on campaigns from 22 advertisers, including Coca-Cola, Nestle, L'Oreal, Ford, Komercni banka and Eurolines. The most successful campaign had a response rate of almost 12 percent, while even the results of the least successful campaign were three times higher than the average response rate for Czech internet campaigns. Source The bottom line: These results highlight the potential of compelling, relevant and properly targeted messages. In particular, they illustrate how much more likely are consumers are to respond to SMS and MMS ads than simple Internet banners. Peggy adds: Mobile Advertising Research U.K. confirms this, but there's also a lot of mileage left in banners. For more on what makes for a great mobile advertising experience and a balanced value chain check back tomorrow for my take on a new-launch Hardees campaign. *** TOP APPLICATIONS ON THE APPLE APP STORE HAVE MORE THAN 1 MILLION USERS, according to AdMob's latest Mobile Metrics Report for May 2009. The report found that the most popular free applications in AdMob's iPhone network generated the majority of usage, with the top 5 percent of applications garnering more than 100,000 users in May, and some apps showing more than 1 million active users. A further 14 percent of applications had between 10,000 and 100,000 active users, while 54 percent of applications had less than 1,000. AdMob reached 15.1 million unique users through iPhone and iPod touch devices across 2,309 applications in May, with the average user accessing four applications. 44 percent of iPhone ad requests came from devices running the new version 3.0 of the iPhone OS, compared to just 1 percent of iPod touch requests. Source

Mobile marketing insights, an update on mobile search behavior, and a few choice stats were among the highlights at last week's meeting of the Telecom Council of Silicon Valley at Hewlett Packard's headquarters in Palo Alto. The event, which brought together an exciting cross-section of industry movers and shakers, is the subject of a special two-part post. Is this a banner year for advertising? No pun intended, but it's not a laughing matter for Ari Paparo, group product manager for advertiser products for DoubleClick, a division of Google. As he pointed out during the Telecom Council of Silicon Valley event last week, the tools companies use to optimize ad dollars online--such as advertising metrics and planning and executing ad campaigns at scale and across multiple channels-- don't carry over into mobile. To make matters worse, frequency capping, the technique used to control the number of times a user sees a specific ad, is limited. Paparo said he's also not satisfied with creative capabilities in mobile advertising. In fact, he described the MMA's guideline for an extra-large image banner ad as unexciting. It "won't move dollars," he said.