FOR IMMEDIATE RELEASE

1, 2, 3…Wink!

Brewster, New York 10509

July 8, 2009

By Steve Dunn and Mark Kaliss

We’ve seen email, done instant messaging, and have had our fair share of inboxes overflowing with incessant texts. As technology rapidly advances, the way we communicate is becoming quicker and more enhanced. What’s next on the list of technological improvements? The new phenomenon is called, a Wink. And no, we’re not referring to the facial expression, but instead a banner-like impression that appears on mobile device websites.

The wink offers a more appealing display to the reader’s eye. Unlike text messages which bombard a consumer’s cell phone, Winking is inoffensive and a great new way to reach out to customers. Winks possess the capability of being optimized and controlled by the hour. This is what makes them so unique and efficient. The impression is immediately delivered and due to precise targeting methods can even be personalized.

Winks are able to target new prospects with precision. They can be segmented by: geographic location, demographics such as age and gender and lifestyle. Target prospects can even be narrowed to time of day your potential customers are on their mobile device. Since this opportunity is in its infancy, pricing is designed to be flexible, allowing marketers to design programs that fit within their existing budgets. Winks may be bought on a Cost Per Thousand or Cost Per Click basis with prices that are much lower than the traditional web based desktop banner. Some marketers have even had programs designed for them on a cost per lead basis.

Winks is unique in that it has put together the largest network of publishers to deliver messages across platforms, mobile devise manufacturers and carriers. 5,000 publishers have joined this network and the number is growing daily as more and more companies develop Mobile specific web sites. The network currently serves up to 6 billion impressions a month nationwide. The reach extends to mobile website publishers including: MTV, MySpace, The NYTimes, Weather Bug, Pandora, Major League baseball and thousands of others.

How does an advertiser go about creating and executing a mobile banner marketing campaign? It’s simple. Suppose Company A has a budget of $7,500 to spend on advertising. They want to promote brand awareness for their new eco-friendly line of products. Their goal is to reach as many people as they can in the shortest amount of time. By using mobile marketing strategies, Company A is able to quickly send out a message regarding the eco-products and directly address people who are interested in preserving the environment.

When a prospect clicks a Wink, three options are presented: press to place a call to the advertiser’s call center, fill out a short form to send contact information via email, or click to visit the mobile advertisers’ website. One of the amazing things about Winks is the ability to instantaneously read, react to and optimize results in real time.

The Internet has the ability to reach a consumer through virtually any technological device. Whether you are on your desktop, laptop, iPod Touch, or smartphone, there is a means to access the Internet. Mobile marketing is the most current and cost effective way of reaching these consumers. Over the past two years use of handheld mobile devices has grown exponentially allowing marketers to reach a vast audience. With mobile user rates reaching over 200 million in the United States alone and climbing, the best way to attain consumers is to keep them informed through mobile marketing. Mobile ad spend will grow to $5.7 billion by the year 2014, according to a June 2009 study published by Juniper Research. According to a press release, the firm surmises that according to its research, “The need for engagement with the consumer, and a quantifiable ROI, meant that mobile was increasingly being perceived as a key medium through which to pursue this strategy.”

Other findings from Juniper’s new report:

• Mobile Internet will become the most popular mobile delivery channel for advertisers in 2009, and will attract the largest proportion of mobile adspend throughout the forecast period.
• Mobile Cost Per Clickthrough (CPC) and Cost Per Mille (CPM) rates have fallen sharply over the past year in large part due the negative impact of the economic downturn.
• Mobile advertising response rates remain substantially higher than those in other media.

Many advertisers wish they had jumped on web site banner advertising bandwagon earlier and came to regret their decision to “watch how this new media would progress.” Mobile banner advertising is the newest way to reach consumers wherever they are. Advertisers should not wait around to see how this opportunity shakes out, but rather should get started testing now.

About Dunn Data Company – Dunn Data Company is a leading data aggregator with sales and marketing concentration in direct mail postal, email, internet and mobile

Steve Dunn is President and CEO of Dunn Data Company (steved@dunndata.com).

Mark Kaliss is Vice President of Mobile Marketing at Dunn Data Company (mark@dunndata.com)

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