TheMarketingSite.com

Industry Updates

Dialling into the power of Catch. Click. Convert.

17 Dec 2015


Dialling into the power of Catch. Click. Convert. using USSD


Dialling into the power of the majority, local mobile marketing agency, MobiMedia (a division of the Ole! Media Group), has created a South African first, with the launch of ‘three-C’, its new USSD ad serving platform.

By first catching mobile phone users' attention, then encouraging them to click through to the next menu and ultimately converting the user to the brand’s desired objective/outcome, brands can now access users who don’t have smartphones or online ability, but who are nevertheless, on mobile every day, and who deserve to be served.

In creating this, MobiMedia has opened up the market to brands looking to engage with literally millions of ‘connected’ people who are not necessarily smartphone users, as USSD is a device agnostic technology that is very popular with consumers across Africa. Three-C is available to both smart and feature phone users allowing marketers broader reach. This is also excellent news for publishers using USSD portals as they can now operate ads on these strings, potentially generating additional revenue in the process.

The unique model answers the need for marketers to reach more people with their messages. “Considering that the vast majority of South Africans are still feature phone based and reliant on USSD to keep them informed (news and market offerings), we believe that ‘three-c' (catch. click. convert.) is an all round winning solution for each party in the chain – brands, publishers and consumers” commented Tim Legg, Director of MobiMedia and CEO of the Ole! Media Group.

“Please connect with us” – serving the under-served.

Astounding results were achieved in a recent test campaign run with a leading Mobile Network Operator (MNO) using daily news and sports menus.  Click through rates during the seven-day campaign ran at a minimum of 5%, with approximately 20% of these converting into positive leads.  The overall outcome endorses the requirement for a product of this type, unambiguously confirming that the main market wishes to receive information and offers from marketers.  This is as much about being included in the knowledge share as it is about getting first hand information and deals.

Advertisers pay for the service, which users access free of charge. It’s not rocket science says Orrill, but it is a new and fresh service for the advertisers seeking to reach the main market, clearly demonstrating a degree of understanding into this market segment which - despite advances in technology- remains ‘under-served’.

The USSD ad server was built by MobiMedia, and is being promoted by another of the OMG companies, AddSuite.


For further information about getting connected through ‘three-c’, contact Greg.mason@addsuite.com

About MobiMedia:
Mobile First: MobiMedia is a mobile marketing agency, which provides mobile media, content, messaging and technology services. We help our clients to drive revenues and build audiences through compelling content and innovative interactive mobile tools. MobiMedia takes the jargon out of tech, simply providing effective mobile solutions, that meet the business objectives, brand requirements and – of course, budgets – of clients across the continent. www.mobimedia.co.za

About the Ole! Media Group

Ole! Media Group is a dynamic digital media company that specialises in holistic publishing, marketing and advertising solutions for the information age. The Ole! Media Group has a global publishing network and international client base, which it services from offices in Cape Town, Johannesburg, London and Leeds.
AddSuite and HoneyKome, two of the companies within the group, are proficient across a number of programmatic exchanges and a full suite of Google advertising products, including AdWords.
 
In 2013, Tim Legg and Deseré Orrill amalgamated several companies to form the Ole! Media Group. The group currently comprises: MobiMedia, TEAMtalk media; AddSuite, HoneyKome and www.olemediagroup.com
 
Andzani Sibiya
PR Angel
t:   +27 (0) 87 754 4142
www.networxpr.co.za