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Mobile Web outperforms Internet: Nokia exec

BOSTON -- Mobile isn't just a snacking medium anymore, with major brands finding that the sites they create for the mobile Web are now outperforming their regular Internet sites.

In order to get the most from a WAP site, companies need to engage consumers in a completely different way from what they're used to seeing, according to a panelist at Mobile Internet World in Boston.

"In the automotive sector, mobile outperformed the Internet in terms of video downloads," said Nick Lim, Boston-based director of products for Nokia Interactive Advertising. "Automotive companies are seeing greater success driving consumers into their showrooms with mobile than any other digital media, television or print.

"Brands like Ford, Land Rover, Subaru, Hyundai, Toyota and Mercedes Benz are seeing remarkable numbers because of mobile," he said. "It really works."

There is definitely an opportunity in the mobile space, with 3.3 billion wireless phones worldwide versus 1.5 billion TVs and 1.1 billion PCs.

Studies show that by 2015, there will be 5 billion wireless devices.

The entertainment industry is also using mobile.

Almost every single new film from a major studio is launched with a mobile Web site.

A Dynamic Logic study showed mobile advertising increased consumer intent to see the "Superbad" movie opening.

The consumer goods and services sector has seen great success with mobile as well.

A teen shampoo brand had more visits to its mobile site than the online equivalent.

Pepsi's mobile Superbowl campaign resulted in over 175,000 Pepsi logo downloads.

Using demographic targeting, a financial company generated an extremely high volume of call inquiries for a credit card promotion via a mobile banner ad campaign.

There are many myths in mobile.

"A major misconception in mobile is the small screen," Mr. Lim said. "It is a small device, but when it's in front of a consumer it can have the same impact of watching a high-definition TV.

"Mobile screens' resolution will continue to get better and better, devices will get better and will look like a full-fledged screen in front of you."

He said that another myth is that the mobile Internet doesn't have enough reach.

According to Nielsen, the mobile Internet extends reach of leading Internet sites by 13-20 percent.

"Agencies must create content so that mobile phone users will be willing to seek it out," Mr. Lim said. "There are ways to draw people to the mobile Internet."

Mr. Lim said that SMS campaigns should always include links to WAP sites for more information.

Accurate mobile search results will also drive the usage of the mobile Web.

U.S. consumers search for maps, directions, local information, news, entertainment, sports and finance from their mobiles.

"Get people attached to your brand by letting them perform searches right from your mobile site," Mr. Lim said.

Mr. Lim also said that although marketers think that mobile is not currently a rich medium, it is.

"Apple has done a fantastic job increasing our awareness," he said. "Nokia's Web-enabled handsets have very strong brand loyalty internationally."

Ads on a mobile site take up about 25 percent of the screen, as opposed to Internet ads, which take up a far smaller percentage of space, and are thus easier for a consumer to tune out.

Pepsi did a mobile campaign where consumers went to its mobile Internet site and downloaded a video.

This campaign had a viral affect because of how easy it is to forward stuff to friends from a mobile phone.

"For some reason developed countries' mobile Internet adoption is quite low when compared to the adoption of SMS," Mr. Lim said. "There is no rule of thumb, because it depends on what audience a brand wants to target, so it's best to take a multi-channel approach."