Mobility World Congress: Richard Saggers Head of Mobile Advertising Vodafone Group

Rating: its all about moments

by Bena Roberts

Richard Saggers from Vodafone gave an engaging opening to the Mobility World session this morning in Hong Kong. He spoke about “moments”. Unfortunately, it made me think of the Pop Idol “for a moment like this” song which is now ringing around non stop in my head.

So what is a “moment”?
Well basically it’s a new spin on the concept that users have the mobile device with them all day long and advertisers can engage at times and slots of the day that are relevant rather than to simply push out an advert (say via TV) and hope that the person is watching. The idea is similar to the Blyk strategy that Antii Ohrling told me about back in April. Basically, mobile advertisers have the ability to drive the message across because mobile is the most engaging media and users often sleep, eat, drink and go to the toilet with the mobile device.

Mr. Saggers elaborates that in the 1960’s advertisers could attract 80% of their target market by purchasing three TV ad slots. But now times have changed and engaging the right market is a tough challenge. But now finding where to put ad dollars is a huge challenge.

Why buy Vodafone ad traffic?
Of course at the end of the day Vodafone wants to build its ad-inventory and these are Richard’s reasons why brands should advertise on Vodafone.

Vodafone Mobile is about accessibility and getting moments is about being distinctive, credible and relevant.

How do you make an advert successful?
1. Make it relevant
2. Make it engaging and interactive – competition types of advertising
3. Build in a benefit or reward
4. Make sure its not intrusive – sympathetic to the context – short, hot adverts vs long ones can make or break acceptance

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