Enpocket To Give Advertisers New Insight Into MMS
Mobile marketing company Enpocket has teamed up with O2 to launch the first major study into the benefits of advertising via multimedia messaging (MMS).
The MMS Insight research programme will give marketers the opportunity to test a range of multimedia campaigns, including photos, music, colours, logos and animation, on selected O2 users.
Four major brands including First Direct and others represented by Carat Insight have already signed up to the initiative and there is limited availability for seven more brands to participate.
The study is intended to give advertisers a detailed understanding of how MMS marketing should best be employed for their brand and how it integrates into traditional digital media campaigns. A key element of the programme will also be testing and understanding how content and advertising fuse together in MMS.
Commenting on the initiative, Laurence Alexander, CEO of O2 online, said: “Enpocket and O2 have worked together since 2001 to provide brands with leading edge understanding of how mobile delivers as a marketing medium. MMS Insight extends this lead by helping brands understand the next significant step in the rapid evolution of the medium.”
Rob Lawson, co-founder of Enpocket, added: “Enpocket has shown through over 50 market research studies into more than 200 SMS campaigns that mobile is a very powerful medium. It will be exciting to see with MMS how the added richness of colour pictures, audio and animation improves performance for marketers.”
A recent study from Continental Research suggests the market for new mobile services could almost double by the end of the year, with around 13% of mobile phone users predicted to have adopted picture messaging within the next six months (see Picture Messaging Set To Take Off In Next Six Months).
Earlier this year Nightfly, the Diageo backed mobile marketing company, launched the UK’s first monthly research project to investigate young people’s attitudes towards mobile services (see Nightfly Launches Major Mobile Research Study).
Enpocket: 0207 404 2090 www.enpocket.com
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