MobileMonday January event discussed the hot topic, but probably not yet fully tapped, of this industry: Mobile Advertising.

Close to 150 persons attended the sessions. Including several guests from FMCG companies. Welcome guys, hope you enjoyed the stay and did learn something valuable! Thank you everyone for coming and thank you our sponsors for paying the bills.... It was a great session!!!

Amin Azman from WPP/Interaction Indonesia opened the session with the current snapshot of Indonesian mobile industry, mobile advertising potential, and application for Indonesia.

Then Aunkur Arya from AdMob highlighted the technology and the platform to deliver mobile advertising.

Finally, Edi Taslim of Kompas Mobile opened our eyes us with the global shift of newspaper readership pattern and what they are doing to address the new media era. Further he challenged the audience to participate in the change.

We ended the session with a nice warm dinner and a good networking session.

The theme for the event was are we ready for mobile ad? Or more importantly, are we ready for the new media? Remember the now famous term: Mobile is the 7th Mass Media.

For complete coverage... click the "Read More" link below.

See you in February MoMo with the topic "Mobile Social Networking"...

Amin Azman mentioned that Indonesia will hit close to 130 million subscriber by 2010. Which is half of the population. An enormous growth potential.

He explained what mobile ad unique capabilities are: to track consumer behaviour data, to provide interactivity, to enable precise ad targeting, to be location specific, and to encourage higher response.

However, mobile advertisers need to shift from interruption model towards engagement model.

Today, typical SMS/MMS ads are perceived to be spam and tend to be intrusive. Current use of mobile ad is mainly limited to the response device/channel of "traditional" ad.

In the future mobile ad should be the first and main screen where people see the ads, ads which are uniquely relevant to you. Advertisers should tweak the various form of mobile ad to create an effective advertising mix.

Challenge and application for Indonesia? Strategically, Indonesia advertisers need to understand the profile of the target audience and to create a fit mar-com strategy. Then there are still a few tactical challenges, e.g. Handset compatibility, acceptable price model, standard measurement for tracking.

Aunkur Arya then went on to demo-ed their mobile ad marketplace platform. The demo showed clearly how technology platform has evolved: it is so sophisticated, yet so easy to start doing mobile ad campaign. The platform allows advertisers to fully control ads to be displayed, based on audience device and profile. Plus the real-time statistics and reports to analyze the effectiveness of the ads. The opportunity to monetize mobile traffic might be looming in the horizon, waiting to be grabbed...

Edi Taslim explained how Kompas has engaged seriously to digitize Kompas newspaper and all KKG content. Their aims are to bring new content to online and mobile media.

This is answering the change in the media world. How the media has innovated itself and exploded into hundreds of new channels on which people can experience the news at their own time and pace. Consequently, newspaper nowadays may find less and less reader.

Edi gave several examples of the new media delivery channels, e.g. Channel in Nokia mobile phone, Langlang mobile application, mobile portal, Internet TV initiatives.

Finally he challenged the audience to provide platform that can address the shift to digital media.

Are you ready for Mobile Advertising and Mobile as the 7th Mass Media?

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