{"id":42761,"date":"2013-03-05T10:10:07","date_gmt":"2013-03-05T09:10:07","guid":{"rendered":"https:\/\/visionarymarketing.wordpress.com\/?p=3358"},"modified":"2020-09-19T09:23:32","modified_gmt":"2020-09-19T07:23:32","slug":"these-norwegians-who-boost-mobile-advertising-mwc13","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2013\/03\/05\/these-norwegians-who-boost-mobile-advertising-mwc13\/","title":{"rendered":"These Norwegians Who BOOST Mobile Advertising"},"content":{"rendered":"

\"innovation\"<\/a>On my third day at Mobile World Congress in Barcelona, I stopped by the Boost communication<\/a>s booth in order to have a chat with some of the world\u2019s trailblazers and innovators in the mobile marketing market. It\u2019s true that mobile advertising is the next big thing, but not much has happened yet by way of innovation in that area. All we are given to see is plain banners which divert people\u2019s attention and takes them away from the page once they have clicked on them. Yet, new models are possible, and tools are being built by the likes of Boost, a Norwegian company now expanding on the UK market. Here is the report of my encounter with one of the company\u2019s founders, \u00d8ystein Skiri (photo).<\/span><\/i><\/p>\n

\"Oystein<\/a>
\n<\/a> Mobile marketing since \u2026 2000!<\/strong> Boost communications was founded 13 years ago and the 2 co-founders started working on mobiles from day one, which was very visionary. Their idea was that \u201c[they] could use them for more than just making calls\u201d. They pioneered early solutions like SMS and MMS messages as soon as 1999. This is a period I can remember very well for I was in that industry too at the time.<\/p>\n

Today, \u201cthe world has evolved into the landscape of paid, earned and owned media but a lot of the principles which were laid out in those days and are still valid\u201d, \u00d8ystein Skiri, one of the two founders, declared. \u201cOne can actually increase the rate of advertising and direct marketing through the use of pertinent information, permission marketing\u201d and, to put it plainly, the respect of users. This is typically what the founders of Boots Communications started to experiment at the end of the 1990s.
\nAs \u00d8ystein Skiri showed me in the picture below, the company started very early on with the idea that customers had to give their consent about what kind of information they wished to receive, how often, and how pertinent this information had to be with regard to their needs. \"Permission<\/a> [permission marketing pioneers \u2013 Skiri points at a 2001 permission marketing form for direct marketing; Seth Godin will appreciate]<\/span><\/em> push marketing is never going to disappear<\/b> Yet, even with more respect, \u201cpush marketing is never going to disappear\u201d to put it in the words of the founder of Boost Communications. Marketing has to evolve, and mostly on the mobile where click-through rates are very low because of the extensive use of disruptive mobile banners. \u201cMobile consumption has evolved\u201d Skiri added. “Now that all are using smartphones and tablets, and we can now do display adverts, rich media and video advertising. The problem is that when we are using banners, the user who clicks on it will leave the current page so we had to create a device within the banner which is not going to divert attention.\u201d
\nThis is particularly the area in which Boost Communications has been innovating by creating new display banners that look different. “Display banners don’t quite work at the moment. Mobile advertising needs to be taken to a level higher through the understanding and interpretation of reading context, location and the understanding of previous user behaviour” \u00d8ystein Skiri said.
\nI have been able to see 3 kinds of innovation in the field of mobile display which I found particularly interesting:<\/p>\n