Logo

Cox Tries Texting in Ads

Jan 6, 2008  •  Post A Comment

Cox is rolling out a mobile advertising component for its marketers starting this month, in a new initiative that should reach most of its footprint by year end.
The mobile capability builds on a handful of experiments Cox conducted in the fall in northern Virginia, San Diego, New England and Las Vegas to loop in text messaging to its TV ads.
Cox advertisers can include a tag in their spots urging consumers to send a text message to receive a special offer, tailored to each advertiser’s needs. That’s similar to how consumers vote for “American Idol” contestants.
The solution is low-tech, but it has produced strong results with early marketers. Also, the new offering gives Cox a toehold in mobile marketing as advertisers explore this nascent medium.
Mobile ad spending will grow from $1.6 billion in 2008 to $4.8 billion in 2011, according to eMarketer.
“We are looking full circle at what advertising can do,” said Peter Schultz, director of advanced advertising at Cox Media. “You have a 30-second spot, you layer with other technology like VOD and long-form ads, and interactive overlays and request for information, but there is still no force driving them to the final sale.”
Mr. Schultz said he hopes the mobile connection can close that loop. “We are making it relevant to you and sending the offer to your cell phone to drive you to the store,” he said.
Cox offers the mobile option via a partnership with marketing firm Ping Mobile, which handles the management of the mobile campaigns.
Cox first tested the mobile tie-in in September with gourmet pizza chain Vocelli in northern Virginia. The commercials included a tag letting consumers know they could send a text message to receive a coupon for money off a pizza. If a consumer sent in that first message, Cox then sent back a reply asking if they wanted to opt in to the Vocelli mobile club and receive additional discounts, Mr. Schultz said.
With the Vocelli campaign, Cox ran about 100 spots per week across various cable channels. Based on Nielsen ratings, Mr. Schultz estimates about 0.5% of viewers who saw the ads requested a coupon. That number is higher than most Internet ad click-through rates.
Of those who requested the coupon, 56% went on to redeem the coupon at a store and 32% chose to opt in to the Vocelli mobile club.
While text messaging is a seemingly simple entry into mobile marketing, Cox needed the partnership with Ping Mobile to manage the campaign, the database and compliance with marketing guidelines.
“When you send a message to a friend, you don’t need permission, but for a company to send a message it does need permission,” said Ping Mobile CEO Shira Simmonds. Clients include Delta Airlines, Macy’s, Sharper Image and Enterprise Rent-a-Car.

15 Comments

  1. Keep focusing on your blog. I love how we can all express our feelings. This is an extremely nice blog here 🙂

  2. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  3. Neat blog layout! Very easy on the eyes.. i like the colors you picked out

  4. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel 🙂

  5. High quality info here! Keep up the great work. I love the feelings being expressed.

  6. Kudos to you! This is a really good blog here and I love your style of writing. How did you get so good at blogging?

  7. This is the best blog I’ve ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

  8. Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

  9. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  10. This is the best blog I’ve ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

  11. High quality info here! Keep up the great work. I love the feelings being expressed.

  12. Good page, I like how the website looks! The type is terrific!

  13. Great web page, I like how the website looks! The model is excellent! Hi. Quite exciting site. I discovered it on Yahoo. I will definately suggest it to my friends. Please retain up the great get the job done.

  14. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  15. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

Leave a Reply to More Followers Cancel Reply

Email (will not be published)