PROJECT ON ADV VIA MMS

PRESENTER: SAFDAR KHAN

REG: 1432-110036 PROGRAME: MBA (MKT) PRESENTED TO:SIR. INSTITUTE:PRESTON UNIVERSITY ISLAMABAD

ACKNOWLEDGEMENT

ACKNOWLEDGEMENT The special thank goes to my helpful Friend, Mr.sayed abbas ali shah. The support that he gave truly help the progression and smoothness of the project. The co-operation is much indeed appreciated. My grateful thanks also go to both Mr. Sayed abbas ali shah and Mr.sabeeh ahmed. A big contribution and hard worked from both of you during the3rd week is very great indeed. All projects during the program would be nothing without the enthusiasm and imagination from both of you. Besides, this project makes me realized the value of working together as a team and as a new experience in working environment, which challenges us every minute. Not forget, great appreciation go to the rest of my office co worker that help me from time to time during the project. The whole program really brought us together to appreciate the true value of friendship and respect of each other SAFDAR KHAN

TABLE OF CONTENTS
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DELECATION EXICUTIVE SUMMERY

INTRODUCTION OBJECTIVE METHOD CONCLUSION

ADVERTISING VIA MMS

Mobile marketing via MMS MMS mobile marketing can contain a timed slideshow of images, text, audio and video. This mobile content is delivered via MMS (Multimedia Message Service). Nearly all new phones produced with a color screen are capable of sending and receiving standard MMS message. Brands are able to both send (mobile terminated) and receive (mobile originated) rich content through MMS A2P (application-to-person) mobile networks to mobile subscribers. In some networks, brands are also able to sponsor messages that are sent P2P (person-toperson).

INTRODUCTION Mobile advertising is a rapidly growing sector providing brands, agencies and marketers the opportunity to connect with consumers beyond traditional and digital media directly on their mobile phones. This document is an overview on the mobile media channels available to advertisers today, including the benefits offered by each, and considerations to use in selecting and optimizing mobile advertising campaigns Today, mobile phones can be utilized for much more than just making and receiving calls. Besides voice services, mobile users have access to data services such Short Message Service (SMS), also known as text messaging, picture messaging, content downloads and the Mobile Web. These media channels carry both content and advertising. The mobile phone is an extremely personal device. One mobile phone typically has one unique user. This makes the mobile phone a precisely targeted communication channel, where users are highly engaged with content. As a result, the mobile channel delivers excellent campaign effectiveness and response levels compared to other media. Mobile is valuable as a stand-alone medium for advertising, but its also well suited for a vital role in fully integrated cross-media campaign plans, including TV, print, radio, outdoor, cinema, online and direct mail. These examples illustrate the ways brands and marketers use the mobile channel to engage and interact with consumers:

MMS ADVERTISING MMS advertising is defined as ad units that appear inserted to other content. The ad unit can either be static (no action can be taken by the end user) or dynamic (user can act on the message, e.g. by clicking or responding).

We make MMS advertising easy and effective

MMS advertising can be used to both build your brand and support direct response campaigns.

Direct-to-consumer
Deliver dynamic video via MMS as an upsell tool. Send dynamic full video, audio, and motion graphics ads directly to the phones of your customers, with a call-to-action that drives towards a direct purchase either in-store or on your mobile website.

We make MMS advertising easy and effective

Activate Retail POS Make your retail display, POS or product packaging truly interactive. A simple keyword call-to-action on in-store POS or packaging instantly delivers dynamic rich video back to your customer while they are standing in your store. Create direct links from your video, allowing your customer to evangelize within social media or deliver coupon or incentive.

We make MMS advertising easy and effective

Bring dynamic video or motion graphics to your latest print campaign. Bring print or outdoor to life through a call-to-action QR code or text-to-short-code that lets customers receive dynamic full video, audio, and motion graphics directly on their phone. Demonstrate product in action, show benefit or customer testimonials to drive home your unique selling proposition to your customer. Can also link directly to mobile website, provide map to closest store location, or deliver couponing to further incentives and drive purchases directly.

We make MMS advertising easy and effective

Digital newsletter Keep your loyal customers informed by sending dynamic video with the latest and greatest offers that can link to coupons, mobile websites, or social media sites. Deliver video directly to the mobile devices of your most frequent customersand keep them in the loop with updates, exclusive offers, and new product introductions. Options include embedded links to coupons, mobile web, and social media to help increase the likelihood that your message will go viral. (insert image here) Build your mobile database As consumers opt in to your MMS advertising campaign, we will create and build your mobile database, providing you with an invaluable and direct link to your customers.

GROWING MMS ACCESS - MMS adoption levels are significantly lower than SMS, but even in developing markets, more than 70% of mobile phones can receive MMS. The MMS market continues to grow in both developed and developing markets.

PUSH CONTENT SERVICES Media publishers use SMS and MMS to send requested content (e.g., news, sports, jokes, gossip) or information to their users. A user can subscribe to these services on a daily or weekly basis, or request it on an ad-hoc basis. For example, CBS News has an MMS news alert program for Verizon Wireless subscribers, and Fox25 distributes American Idol pictures and content via MMS to AT&T Mobility subscribers. USA Today provides daily weather forecasts delivered by SMS. Content service providers deliver their product via a mobile message, such as with ring tones, wallpaper, pictures, music and video. Ads can be inserted in SMS content that subscribers request and receive by using the free (non-used) space, up to the character or message size limit. Users typically receive free or subsidized content in exchange for viewing these ads.

BUSINESS SERVICES AND CRM Businesses may use mobile messaging as a customer communication element of their core product offering. For example, a bank may offer text message alerts when an account drops below a certain balance, or an auto dealer may offer reminder messages when a vehicle is scheduled for routine service. Operators use messaging (today, mainly SMS) to notify subscribers of service events such as voice mail, network coverage, transaction confirmations, roaming network welcome messages or account status (e.g., prepaid balance, loyalty points). Ads can be inserted in SMS or MMS alert service content using the free (unused) space, up to the respective size limits. This may come in return for some value offered by the service provider.

SEARCH AND INQUIRY SERVICES Media publishers or search service providers use SMS and MMS to send information in response to user inquiries. These include directory inquiries for store locations, or phone numbers, price search services, and a large variety of other search-viamobile services. The inquiry is typically invoked by texting commands and/or keywords to short codes. Ads can be inserted in the free space in the message, up to the character or size limit of the message

INTERACTIVE SERVICES

Interactive services let users participate in voting, polls, contests or to become engaged with communities through chat or billboard arrangements. Often those services are integrated with other media activity, such as TV shows or print campaigns. Users are invited to vote and typically receive an automated response, which may also include advertising. Ads can also be inserted in messages received by interactive chat participants. These ads can be inserted in the free space in the message, up to the character or size limit of the message

MOBILE MESSAGING 3.1 Mobile Messaging Overview Mobile messaging technology enables users to communicate in an asynchronous manner, where messages are stored in the network and delivered to the recipient as soon as the recipients mobile phone can receive it. Once delivered, the message resides on the users mobile phone. SMS (Short Messaging Service) allows a mobile user to send and receive a text message of up to 160 characters and across virtually any operator network. This service is also referred to as text messaging or texting. All mobile phones shipped over the past few years support SMS. As a result, the large installed base of SMS phones creates a large addressable market for SMS-based mobile marketing campaigns. MMS (Multimedia Messaging Service) is the rich media equivalent to SMS text messages. An MMS message can include graphics photos, audio and video, in addition to text. MMS is not yet universally supported by operator networks, however the market advertising opportunity is already significant and growing.

SMS and MMS services are together referred to as mobile messaging or messaging. The stickiness of Mobile Messaging, the enormous reach of SMS and the rich media capabilities of MMS make this channel a highly rewarding advertising opportunity. Newer forms of mobile client-based messaging services (e.g., mobile email, mobile instant messaging) are not addressed in these guidelines. Those messaging services are at different stages of deployment and/or evaluation internationally and have lower rates of adoption in mass markets than SMS and MMS, so are therefore not addressed in this document. 3.2 Mobile Messaging as an Advertising Medium Mobile messaging represents an opportunity for advertising placement. Media publishers are using messaging to distribute mobile content. Businesses are providing consumer services through mobile messaging. These messages provide inventory into which advertisements can be inserted. In addition, it is now possible to purchase advertising in personal person-toperson (P2P) SMS and MMS messages.

There are two primary types of advertising inventory: Application-to-Person (A2P): This type of inventory includes SMS and MMS messages sent by a business or other organization/entity via an automatic application to a consumers mobile phone. In many cases, the consumer may interact with the application through messaging. It is possible to insert advertising on this type of inventory, provided there is sufficient space left within the message. A2P messaging is used for a wide range of services:

Multimedia Messaging (MMS)

Multimedia Messaging Service (MMS) is a rich media messaging service that allows mobile users to send and receive messages/media that can include graphics, photos, audio, video and text. Unlike the Mobile Web, this media resides on the users mobile phone, so a data connection isnt required to access the ad content once the message has been received. MMS is not yet universally supported by all operator networks and all mobile phones; however the advertising opportunity using MMS is significant. These guidelines seek to ensure a clear distinction of MMS Advertising units from content to avoid the perception of MMS Advertising as unsolicited communication and to ensure maximum ad campaign effectiveness. The MMS guidelines consist of a set of ad unit dimensions, file formats and maximum file sizes, as well as additional considerations for advertisers and publishers.

MMS Advertising Unit Definitions

The recommended ad units for MMS are as follows: MMS Short Text Ad is a supplementary text ad unit appended to the content (or body) portion of an MMS slide containing the primary, non-advertising content of the MMS slide. A MMS Short Text Ad can contain links that are clickable by the end user. As a principle, focus should remain on the content portion of the MMS slide which should not be compromised by the ad unit. MMS Long Text Ad is a supplementary text ad unit filling all of an MMS slide, whereby the text can contain a link that is clickable by the end user. MMS Banner Ad is a supplementary color graphics ad unit displayed at the top or bottom of an MMS slide. The supplementary MMS Banner Ad is defined as a still image intended for use in mass-market campaigns where the goal is a good user experience across all mobile phone models, network technologies and data bandwidths. However, in some cases, particularly in Europe, supplementary animated MMS Banner Ads are available for use in campaigns where it is imperative to convey a richer experience. An MMS Banner Ad can be clickable by the end user, in which case a separate text link can be considered. The MMS Banner Ad unit specification is similar to the Mobile Web Banner Ad specification in terms of dimension.

MMS Rectangle Ad is a universal color graphics file plus optional text ad unit filling all of an MMS slide. The universal MMS Rectangle Ad is defined as a still image intended for use in mass-market campaigns where the goal is a good user experience across all mobile phone models, network technologies and data bandwidths. However, in some cases, particularly in Europe, supplemental animated MMS Rectangle Ads are available for use in campaigns where it is imperative to convey a richer experience. An MMS Rectangle Ad can be clickable by the end user, in which case a separate text link below the graphics is recommended. An MMS Rectangle Ad can be placed before the original content (pre-roll), within (mid-roll) or after (post-roll) of the MMS, on a separate slide. Mixing an MMS Rectangle Ad with other content (except audio) on one slide is not recommended. MMS Audio Ad is a supplementary audio clip that is played while an MMS Rectangle Ad or an MMS Full Ad is displayed

MMS Video Ad is a supplementary video ad unit which is usually delivered as part of a MMS Full Ad. MMS Full Ad is a supplementary ad unit which only contains advertising content. The MMS Full Ad is a complete MMS composed of elements of MMS Short Text Ads, MMS Long Text Ads, MMS Banner Ads, MMS Rectangle Ads, MMS Audio Ads and MMS Video Ads and distributed over one or multiple slides. There is no primary, non-advertising content in the MMS Full Ad and this ad unit is typically delivered in response to an ad request or based on some form of valid consent (opt-in) provided by the recipient. 4.2 MMS Advertising Unit Specifications Specification Components The following ad unit specifications provide the framework for producing MMS ad creative material suitable across a broad range of mobile phones and which offers a compelling and engaging user experience. 4.2.1 Media Formats for MMS ad units are as follows: JPG or GIF as universal formats for still images. GIF for animated images. AMR-NB (on GSM networks) and QCELP (on CDMA networks) are prevailing audio formats. AAC+, AAC, MP3, WAV (PCM encoded) are increasingly available on mobile phones. 3GP and 3G2 are the prevailing video formats. Recommended audio quality: @ 16bit 44 KHz Stereo; Recommended video quality: QVGA @250kbps, 20-30 frames per second.

4.2.2 Dimensions For all graphical MMS Ad elements, widths & heights are recommended as defined for the Mobile Web Banner Ad units in Section 2.2, i.e. XX-Large MMS Image (width 320 pixels) X-Large MMS Image (width 300 pixels) Large MMS Image (width 216 pixels) Medium MMS Image (width 168 pixels) Small MMS Image (width 120 pixels) The Large MMS Image width (216 pixels) is the universal dimension recommended for use in MMS Ad campaigns where only one dimension is used. This width has proven to produce satisfactory user experience across modern mobile phones in mature mobile markets, such as found in the USA or Europe. For all MMS Video Ad elements, the following are the most common examples of frequently used dimensions: Large MMS Video (320 x 240 pixels) Medium MMS Video (176 x 144 pixels) Small MMS Video (128 x 96 pixels) 4.2.3 File Size The maximum MMS message file size available for advertisements depends on the following factors: Mobile phones are currently capable of receiving MMS messages between a maximum of 100 KB to 600 KB sizes2. Mobile network configurations apply irrespective of the mobile phone capability. Currently most networks support a maximum of 300 KB. However, some networks have already increased this limit to 600 KB. In order to reach a broad audience, the MMA recommends that the complete MMS file size does not currently exceed 300 KB. Maximum MMS file size and maximum ad file sizes are inclusive of all applicable elements (e.g., graphics, text and audio3). 3 In case of using SMIL, about 1 KB of formatting information should be considered part of the MMS size. 4 Please reference the MMA Global Code of Conduct: http://www.mmaglobal.com/codeofconduct.pdf For ads inserted to other content, the MMS ad file size should not exceed 100 KB. This limit allows 200 KB or more for the original content. This file size allows for good quality MMS Rectangle Ad images, even for many animated images. For the MMS Full Ad unit, a maximum file size of 300 KB is recommended.

MMS Advertising Creative Design Principles 4.3.1 Sender identification The sender of the MMS Full Ad message should be clearly identifiable by the message recipient. The from and subject field as well as the first message slide should reflect the consumer request or opt-in context that resulted in delivery of the full ad. The message subject field alone is not sufficient for carrying this information because it is not shown on many mobile phones.4 For example, if the consumer has opted in to receiving advertisements from brand XYZ, the full ad messages delivered should have XYZ not only in the from and subject field but also in the first element (text or graphic) of the first slide. Local market guidelines or regulation may also be in place requesting sender identification placement. 4.3.2 Ad Indicators Advertisers should consult their publisher and local markets to determine requirements for ad indicators. Indicators could be used with both text and graphical ads: Text ad indicators, where text is used to indicate the text is an ad. An example is the use of Ad: preceding the ad text. See also Section 3.4.1 on SMS ad indicators for more guidance. Graphical ad indicators, where a part of the creative is used to display the ad indicator and thus make it clear that the graphic is an ad rather than content. The indicator typically is located on the side or the corner of the creative and may use text (e.g., AD in English speaking markets or Anzeige or -w- in Germany) or an icon to indicate that the image is an ad. The ad indicator is part of the graphical and text ad elements as per the technical specifications in Section 4.2. The MMA recommends that when advertisers choose to use an ad indicator, it should be included with the creative material. Conventions for ad indicators vary by market and publisher.

Illustrations The following example seeks to illustrate a possible pre-roll design. Example 1: MMS Pre Roll 4.4 MMS Advertising Insertion and Delivery 4.4.1 Impact of Transcoding and Rendering of media on mobile phones MMS Message delivery includes two steps, transcoding and rendering; both which potentially impact the quality of the message, its formats, and the resolution of media elements. Many mobile operators support transcoding, also known as media adaptation. Transcoding, which automatically adapts content during message delivery, is done according to the receiving mobile phone capabilities (e.g. screen resolution, maximum message file size, supported media formats) to avoid negative user experience. While transcoding ensures that advertisements (along with possible other content) are consistently presented on all mobile phones, it can have a negative impact on the audio and visual elements if applied extensively. The ad unit specifications as defined in chapter 4.1 seek to reduce the need for transcoding, and retain the quality of the ad creative. Transcoding and rendering have advantages that are relevant for the purpose of MMS advertising: To provide a good experience for users on almost all MMS-capable mobile phones. To allow creative material to be provided in one version only. However, some caution is recommended: Image creative should be chosen that properly resizes down to lower resolutions. For example, tiny text and graphical details should be avoided. Extensive media adaptation (from very large graphics down to very small ones) may render some creative material a poor quality when shown on low-resolution mobile phone screens. This can happen to graphics containing text, details, thin lines or color palettes with texture. Creative producers are recommended to contact MMS service providers and/or network operators for more details. In case transcoding is not available on a network, only the standard audio formats (AMR-NB on GSM networks and QCELP on CDMA networks) are recommended in MMS advertising5 6.

The process of MMS delivery can influence the content of MMS, therefore; testing the impact of resizing on quality and legibility of the creative material is recommended. The MMA further recommends that MMS ad delivery be tested on real phones prior to any campaign execution. 4.4.2 Synchronized Multimedia Integration Language (SMIL) For MMS messages, SMIL defines the order of images and text on a slide, the time a slide is displayed, and other parameters. Media creators should consider the following SMIL parameters: Region defines the order of text and graphics on MMS slides. It determines whether all slides of an MMS will start with graphics followed by text or vice versa. Without this parameter it is up to the MMS client to set the order of image and text on one slide, which may lead to an unfavorable display representation. Height determines the percentage of display space reserved for text and graphics respectively; this enables forcing the display of text below a picture in the visible area of the mobile phone display. Duration (dur) controls the duration of display for each individual slide of the MMS. This parameter is of importance to synchronize the duration of slide display and length of audio play measured in seconds. If not properly set, the slide show may progress to the next slide before the audio (or video) has finished playing.

Other Considerations International Roaming Inserting ads into MMS messages sent to users who are roaming abroad can generate additional user costs because mobile network operators typically charge roaming fees for MMS data usage. The industry is still developing best practices for this situation. Some MMS service providers/operators provide the ability to block ad injection and sending of ad MMS messages to roaming users, thus ensuring a good customer experience. If possible, this option should be used. Response timing (return MMS) If a user requests advertising information to be delivered to him via MMS, this request should be respond to within 12 hours or the request (opt-in) for that particular message will be deemed expired. MMS Video Ads Advertisers should consider the following when developing MMS Video Ads: Avoid using fast-moving videos Avoid rapid scene changes (many scene changes in a short period) Avoid using small letters for advertising messages For further considerations, please refer to the Mobile Video and TV Advertising Creative Design Principles in Section 5.2.