A new ad-funded video marketing crusade for Sony BraviaTV targeted at Reliance GSM WAP customers in India, resulted in 301,000 downloads in the first 10 days. The liberated ambulatory Mobile Video service was launched last month by 3rd Space - a global provider of ambulatory entertainment and marketing services for brand advertisers – with Reliance Communications, India's leading desegrated telecommunications company with over 92 million subscribers.
Key Points
*Advertising funded model points to the forthcoming of video on mobile;
*free ambulatory video launched on R World, the Reliance owned WAP vena focusing on 5 million GSM WAP users;
*the vena was promoted through WAP Banners followed by an sms crusade in constituent to links promoted on Mobile internet pages;
* 30,000 people a day see Sony BraviaTV ambulatory ad;
*fashion and Bollywood videos prove a hit with Indian ambulatory users.
Reliance Communications launched the ambulatory marketing crusade with Sony during the October Diwali celebrations in India, sending 700,000 SMS text messages to a cross-section of its ambulatory subscriber-base over ten days. The result was an unexampled 43% conversion rate with whatever 30,000 recipients per day following the embedded text link to browse the Reliance ambulatory internet site and download an average of digit liberated videos.
The videos, between 2 and 3.5 minutes long and featuring planetary fashion shows along with Bollywood concerts and flick clips, were all pre-rolled by a 15 second advertisement for Sony BraviaTV.
3rd Space provided the ambulatory noesis and advertising support that enabled Reliance to deliver these popular videos liberated of charge to its ambulatory customers and liberated of integration and deployment costs. The text messages were dispatched to Reliance customers with WAP- enabled handsets and data plans, and the 3rd Space platform automatically optimised video delivery to a total of 558 different phones, making sure that everyone got outstanding video quality.
“The launching of our ad-funded service with 3rd Space has proven the viability of forthcoming ambulatory marketing campaigns, bringing together popular video noesis and major advertising brands in India,” said Mr. Krishna Durbha, Head of Value Added Services at Reliance Communications.
“Whilst many hit been sceptical about the ad-funded model on mobile, the initial conversion rate achieved with Reliance is unique in terms of magnitude and response and supports our belief that ad-funded is the forthcoming for flush multimedia delivery,” said Warwick Hill, CEO of 3rd Space. “It is clear that consumers poverty noesis for liberated on their mobiles – whether they don’t poverty to clear or simply can’t afford to clear – while brands are eager to find the best way to target millions of ambulatory users.”
\"India is a very dynamic ambulatory marketplace and we are delighted to be partnering with Reliance Communications to pioneer conception in the ambulatory video and advertising space. We are already talking to many more leading noesis providers and advertisers, as well as other global network operators,” added Hill.
