MOJO Ad
365 McReynolds Hall
Missouri School of Journalism
Columbia, MO 65211-1200

Media Contact:
Ryan Meyer, Mojo Ad, WRMeyer@mizzou.edu

FOR IMMEDIATE RELEASE

Mojo Ad Pitches Mobile Platform Strategies to TVB Executives

Columbia, Mo. (March 14, 2008) -- Mojo Ad presented three campaigns to the nation’s leading trade association for broadcast television, the Television Bureau of Advertising (TVB). The presentation took place at member station KSDK-TV in St. Louis.  Each campaign targeted the 18-24 year-old Youth and Young Adult (YAYA) market through a mobile phone platform.

In order to develop viable mobile advertising campaigns, Mojo Ad’s three internal teams analyzed mobile phone advertising trends and conducted new research. The teams used consumer insights to develop mobile advertising programs that would allow YAYAs to opt-into highly targeted and narrowly tailored messages. They developed strategies to get advertisers integrated into the mobile programs and monetize the new services.

Team myPerbole created a virtual venue called “The Ampere” where Mid-Missouri residents can register for mobile applications that connect them to the local music scene. Ampere users can get information about concerts and artists that is sponsored by local advertisers.

Team 9 to 9 developed a program called “Mid-Mo Know and Go Text” which sends YAYA’s mobile text updates about sales, specials and events from local advertisers. Users opt-into the messages they want to receive, so they are always “in the know” about what is happening in the local scene.

Team YOUniverse created a job search program called “ProMo” where users can find their dream job or internship. ProMo users benefit because this site only offers job geared toward their age group. Also, advertisers benefit because they can highly target this group with narrowly tailored messages.

TVB employed Mojo Ad to complete the project on behalf of their members, local television stations. Mojo Ad used KOMU, the local NBC affiliate, as a test model for their programs and developed guidelines about how the programs could be implemented in other markets.

As the media mix changes, TVB and others in the industry are trying to diversify the way they reach their audience and find new ways to incorporate advertisers. Organizations, like TVB, are tapping into the mobile advertising platform.

“Mobile marketing today is where the Internet was in 1995 – getting ready to explode,” said Gary Belis, Vice-President of Communications for TVB.

In addition to developing a new mobile marketing service, Mojo Ad also presented creative advertising, promotional campaigns and media plans to create buzz about their programs.

Belis said he was very impressed by the Mojo Ad student’s high caliber of talent and creativity. And said that their cutting-edge campaigns will be used to solve everyday business problems.

Belis and other industry executives chose Team myPerbole’s strategy to “amp your cell” with music updates from The Ampere as the strategy TVB would like to further expand.

Still, all students gained tremendous industry knowledge and professional confidence from this client assignment.

“This project allowed me to really attack an issue that advertisers are facing in the real-world,” said Account Executive Alison Mueller, who led YOUniverse to develop their strategy. “It is always hard to think of something that has never been done before and get people interested in it. But, now I feel like I am expert in mobile phone advertising.”

Mueller said presenting her team’s strategy to such high-level executives in the industry was extremely rewarding on a personal level and further prepared her for the professional world.

“The best compliment they gave us was that we could get a job anywhere with what we know about mobile advertising,” Mueller said.

This is second year Mojo Ad has developed recommendations for TVB to help find new ways to reach the ultra-savvy YAYA market.

Mojo Ad is catching the attention of the advertising industry. The student-staffed agency is the first of its kind and works with local and regional businesses as well as ad agencies and national advertisers. Mojo Ad specializes in creating solutions to reach the Youth and Young Adult (YAYA) market. More information about the agency can be found at www.mojo-ad.com.

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