Vodafone Germany foot-stamps it way into self-service mobile advertising with myCampaign
Vodafone D2 myCampaign
Besides news of the recession and a tumble in mobile advertising uptake and sales – something remarkable is happening. Over the past two months two of Germany’s mobile operators have launched mobile advertising self-service offerings.
It seems that besides economic ruin – this financial crisis is also making mobile operators ring their own mobile advertising bell. But are these initiatives innovative or merely vapour hype?
A few weeks ago, I might have said “vapour hype” but after an in-depth look at Gettings.de from E-Plus and Vodafone Germany’s myCampaign; my money has changed hands.
Vodafone launching its own self-service mobile advertising offer could be one of the biggest gambles in the industry at the moment. But the gamble has paid off. In fact, Vodafone, it can be said has instantly changed from being an aid to a catalyst in mobile advertising.
Earlier this week I spoke to one of the Vodafone myCampaign product managers and found out that due –diligence and planning is behind the self- service initiative. Taking that into account; please see below for a picture summary of how to buy mobile advertising on Vodafone live.
Vodafone’s self-service mobile advertising campaign offers a simple four step system that will enable users to create and serve a banner.
Step1 – Set up the campaign
Highlights: Clean easy to use interface
Step 2 – choose and add the creative
Lowlights – I didn’t have a graphic that matched so couldn’t add one here. But our first paid report is coming soon on GoMo News and that will have more detail of results and managing a full campaign.
Step 3 – Set the targeting
Highlights: Love the age based targeting. This is vital for brands and Vodafone has 3.5 million live users which is also a super large audience to target.
Step 4 – Set the budget
Highlights: EUR 40 per CPM 1000 is very affordable. Its even cheaper than GoMo News which will make me review my prices! Who can resist a campaign for as little as EUR 40 CPM? I have heard some UK ad players wanting a CPM of GBP 250! This is an excellent opt-in price.
What we think?
Simple. myCampaign is Vodafone’s effort to reform mobile advertising and take control of the potential crisis.
Again, myCampaign is ambitious and if it is a mistake it will be a huge mistake to fix. But with a CPM of EUR 40, a dedicated product team and up to two years of planning to ensure that this a success – I am optimistic.
More to follow: myCampaign vs Gettings.
One Response
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Interesting story Bena. I think building a self-service solution always contributes to the maturity of our market. I do wonder if Voda has developed this by their own or used Jumptap, MADS etc’.
The CPM rates are also very interesting, comparable to Admob’s, about x1000 higher. How do you think the advertisers will react and how can one bring himself to get these prices?
Best,
Offer.