I read an interesting article the other day about wireless advertising. The article featured a firm called Mobliss (now PressOK Entertainment) that is fast becoming what some industry experts believe to be one of the leaders in the delivery of wireless advertising. They may very well be on to something.
Mobliss founders have developed a pretty unique business model that delivers advertising, with permission, to those looking to “save time or to kill time.” Mobliss, which views itself as a media company, has bet on the “kill time” approach to engaging the consumer. Through the use of gaming and entertainment-oriented content, Mobliss can deliver promotional messages with to wireless devices. These promotions can also be targeted, relevant and location-based. The firm has partnered with gaming and entertainment providers-Group Lotto and Tribune Media Services, among them– for branded content.
It works by offering a variety of message opportunities–from contextual advertising to mobile alerts–to those accessing the Mobliss servers. One example is their recent partnership with 1-800 Contacts where users, after playing the word unscramble game, Jumble, are presented with an opportunity to call 1-800 Contacts to order contact lenses. In this case, the campaign is even integrated into the game, with the word “vision” as one of the jumbled words. Like other web-based marketing programs, Mobliss promotions can be tracked and are measurable in a variety of ways.
As I read this article, I couldn’t imagine anyone sitting around playing games on their cell phones while killing time. I then remembered; the day prior I was sitting in the airport waiting to pick up a friend and found myself, for the first time, playing a game on my cell phone. The difference is that my game is loaded on the phone and doesn’t cost anything to play. To take advantage of these other games or entertainment, it requires a connection to a server, and that means I’m paying for the call and the data transfer. Call me cheap-make that “frugal”-but, I’d never do it as long as the wireless pricing models are as they are today. That does not mean, however, that others won’t. Or that future improvement in technology won’t make mobile gaming easier for everyone.
I understand that there are some 12 million wireless subscribers in the United States, with somewhere around 5.6 million who use their wireless devices for things other than phone calls. But are they using the devices for entertainment in this sense? Who knows? If they are, and I had an appropriate product for those folks, I would test the Mobliss approach.
My thanks to Brian Levin, CEO at Mobliss for providing clarification and validation of his firm’s services, for this article.
David Harkins is a serial entrepreneur with significant experience in branding, strategy, licensing and marketing.
In his spare time, he consults, coaches, speaks, writes, hikes, explores, and creates art. Although, not necessarily in that order.
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