8 April 2008
Case studies: Why Blyk is able to deliver industry leading response rates and what this means for brands
Below are the first in a series of Blyk cases studies to become available on our site. These cases demonstrate how Blyk has been used successfully and effectively by a variety of advertisers across a range of sectors.
Before reading the cases, it’s important to understand that Blyk brings two major shifts in mobile advertising (and actually in advertising altogether) - Blyk enables ‘relevancy’ and it enables ‘dialogue’.
I’ll start with the relevancy part - Unlike other media channels out there, Blyk can enable relevant communication because it knows it’s members. A process that starts when you join and you tell Blyk about your interests. The more you interact with communications on Blyk, the more Blyk learns about you and the better and more relevant it gets. So, advertising is not something to be ‘just tolerated’ but rather it becomes useful information. Blyk hopes to take the word ‘spam’ out of the vocabulary as related to mobile advertising.
In terms of dialogue, brands have long expressed the challenge of ‘engaging’ with the youth audience, so Blyk put ‘interactivity and dialogue’ at the core of it’s offering. As you’ll see from the cases, brands engage Blyk members in question/response type interactions. A conversation so to speak. Based on the answer a member gives, he/she will get further messages. For advertisers all responses and interactions by members are tracked, giving great accountability to the campaign. The interactions are also logged against the members’ profiles so that future communications from that advertiser can be even more relevant. Six months of campaigns on Blyk demonstrate that this type of simple, familiar type of interaction leads to tremendous response rates - 29% on average.
Blyk also demonstrates great value on a cost per response basis.
So what you get is high levels engagement coupled with value for money.
- Highest response in most cost effective way – average 29%
- Efficiency through relevant targeting
- High levels of engagement with an audience predisposed to receiving brand messages
(click text link to access case study pdfs)
Look forward to your feedback and keep your eye on this blog for new cases from Blyk in the near future.