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USSD Mobile
Advertising
Targeted Mobile Advertising
YOUR AD HERE
USSD is the ultimate low-cost, high reach advertising channel.
What is USSD Mobile
Advertising?
Mobile advertising is a form of advertising via mobile
phones or devices. Marketers can provide short, precise
content to manipulate the different channels provided by mobile phones. Currently, the most successful
channel is SMS. Some channels like USSD have not been
fully exploited, even though they offer far greater reach
because of their ubiquitous nature. Mobile advertising
has proven to be very successful when used in medium
combinations i.e. USSD and SMS or WAP and SMS.
USSD has the unique advantage of offering a simple
browsing experience through a menu system. It is
familiar to the mobile market thanks to “please call
me”. Codes can encompass once off requests or interactive navigation with a menu based application and is
extremely effective when targeting a lower market as it
is supported by all handsets and networks and requires
no internet connection – it therefore has great reach
and adoption within your market. Mobile advertisers
are beginning to explore using USSD as a marketing
channel.
Reasons for using mobile advertising include:
• Targeted markets – Direct ads to a specific market
segment.
• Mobile phone users are active consumers – Reach
active consumers looking for information and innovations. It is great for placing advertising messages.
• Viral marketing – Like Internet, mobile is a mass
media, so advertisers can use viral marketing where
one recipient of a mobile ad will forward it to another.
The Impact
Nothing gets Marketers closer to their consumers than
Mobile. Mobile has sparked a new world of media in
which every object is a medium and every place is an
opportunity for a message. There is no other platform
that is as personal, as pervasive, and provides the opportunity for proximity to connect with consumers in the
right place and time. It is time to reimagine marketing
with mobile leading the charge. In South Africa today:
• 29.6M adults are targetable through mobile ads.
• There are 4.6 times more households with a cellphone
than a computer meaning 95% of adults can respond
to marketing and advertising through mobile.
• 14.8M subscribers use voice, SMS and USSD. 14.7M
use Internet and data with voice, SMS and USSD. So,
99% of subscribers use SMS and USSD.
For operators, the impact is positive:
• Advertising does not induce negative emotions as
relevant information is timely received and ads in the
message do not disturb subscribers.
• 80% of subscribers prefer USSD. Most phones also
support USSD so it can be used by a far greater
number of people as compared to other channels.
• It is the only free service that always works in roaming
and reaches roamers with ads.
USSD Mobile Advertising
The Challenge
The smartphone penetration levels in a mid to high tier
emerging economy is approximately 30%. Moreover, the
most popular mobile activities in those markets have
nothing to do with downloading apps or making in-app
purchases. In South Africa, the most popular activity is
still sending and receiving “Please Call Me” messages.
Coupled with relatively high costs for data, most people
in these countries are economically unable to enjoy
smartphones and there applications.
This has a direct effect on mobile advertising campaigns.
There is a large potential target market that is still not
accessible through in-app or smartphone-focused
advertising. This means that, for mobile advertising,
ignoring the lower levels of technologies, like SMS and
USSD, can be detrimental to campaigns. Perhaps it is the
marketing and subscriber participation aspects of it that
are not fully explored. In addition, legislation in certain
economies, places restrictions and regulations on data
collection of individual subscribers.
Not only does USSD help reach the bottom of the pyramid,
but it also helps operators stick within the regulations
put forward by legislation, related to opt-in databases
and client information privacy concerns. Operators can
extract and explore a wealth of informative data about
their subscribers in an automated fashion.
Supports multiple connections and interfaces.
Integrates with billing systems for charging mechanisms and billing scenarios.
Quick roll-out with cloud technologies.
Transparent high-level architecture automates the
tasks related to administration.
Lower development, deployment and administration costs of mobile services.
No large investment, if deployed in a cloud.
You can gain the competitive
advantage
Conor’s USSD Mobile Advertising Solution is easy to
develop using API’s. Our team has almost 2 decades of
experience in infrastructure solutions and VAS mobile
services for major mobile operators worldwide.
Conor will consult with you, design and develop your
application and integrate to your backend. If you don’t
have a USSD gateway, Conor will offer you our platform
and when added to the new advertising channel, will
accelerate ROI in the platform and transform even free,
self-care messages into revenue.
The Solution
Mobile Advertising is Interactive, Targeted, Instantaneous, Cost Effective and Absolutely Measurable.
Conor’s USSD Mobile Advertising Solution is a class
leading Application server that offers USSD development at an affordable cost. It allows operators to monetize free space within messages and intelligently filters
ads in order to offer advertisers a very effective and controlled way of reaching their target groups.
Operators can exploit the USSD tail by creating mobilebased, menu driven applications that revolve around
surveys, polls, information requests, questionnaires,
competitions, payments and balance checks, thus capitalizing on volume and scope. Content can be personalized and responses obtained in real time. Ads can be
targeted according to region and location, subscriber
previous actions, subscriber preferences etc.
Features and capabilities of the USSD platform that supports mobile advertising include:
Deliver USSD services using one simple API.
For more information, please contact
[email protected] or visit www.conor.co.za
Floor 2, Block 3, Crossway Office Park,
240 Lenchen Avenue, Centurion,
South Africa
+27 (0)11 100 2315
[email protected]
www.conor.co.za
About Conor
Conor was founded in 2007 and has since built up a
comprehensive track record of successes as a leading
South African Telco services and solutions provider. Our
management team has grown in experience, kept up with the
latest technology and retain a very hands on approach.
Copyright © 2014 Conor Information Technologies (Pty)
Ltd. All rights reserved. October 2014.