mywaves Inc. News
mywaves' Advertising Momentum Grows
"mywaves offers brands one of the most engaged and largest mobile video audiences, reaching more than 20 million mobile devices, and averaging 5 million monthly uniques, worldwide," said Rajeev Raman, CEO and founder at mywaves. "In order for us to continue making our service enjoyable for consumers and effective for our advertising partners, we remain dedicated to monitoring all aspects of our service so we remain savvy to what works and what doesn't work for both. With the combination of our reach, researching and targeting capabilities, and variety of ad units to reach mobile consumers, our video service has become a leading platform for mobile ad delivery."
Advertising with Impact on mywaves
Beginning this week, mywaves will launch a CPM general awareness campaign for Microsoft in
In mid-March, mywaves began a hybrid ad campaign to promote the new Toyota Matrix. Two ad units used include both WAP banners and Toyota videos running as 15-second pre-roll spots. The campaign will continue through the end of April.
In early Q1, mywaves worked with a US targeted campaign for the Mini brand to launch its new car model "Club Man." The campaign consisted of four, 15- second video spots, which ran as pre-rolls for select content on the mywaves service. The duration of the campaign has lasted two months and is expected to reach more than 1.5 Million views for Mini by the end of Q1.
"When we conceptualized the mobile components of the Mini and Toyota campaigns, we knew using mywaves was the right mobile ad vehicle," said
Study, Learn and Improve: New production unit maximizes current creative
In an effort to better support its growing client roster, mywaves completed an in-house study to gauge user tolerance levels for different ad units within the mobile video environment. Testing video ads from well-known international brands, mywaves tracked viewing behavior when consumers came upon 5, 15, and 30-second pre-roll spots. Abandonment rates dramatically increased with 30-second spots. These findings, coupled with results from several in-video ad campaigns, demonstrate that the shorter-form pre-roll reigns supreme with mywaves users.
Many advertisers are looking to maximize their creative investment by using the same ads they produced for their online and TV buys for their mobile campaigns. To eliminate the costs of producing shorter-form spots, mywaves is providing production assistance to help clients edit 30:second brand spots or other existing creative assets to the shorter-form ad units that perform better with the mywaves audience.
About mywaves Inc.
mywaves is the largest mobile video destination for consumers, attracting over 5 million unique visitors monthly to its free mobile video service. Consumers can browse through nearly 400,000 channels of professionally programmed videos and have their favorites automatically updated and delivered to their phones. Most users tune in to watch mywaves video weekly with average viewing times of 24 minutes per session. The service works globally across all 3G, EDGE, BREW and EV-DO carriers as well as most video-capable mobile phones, including Palm, Windows Mobile, Symbian and RIM based phones. Headquartered in
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