Meeting w/ Pitch
Just met with Ben Turner-Brown, Sales Director at Pitch, the recently (November 2006) launched, London-based, mobile social network. By advertising on MTV and other youth-oriented TV channels, Pitch has managed to get 40k users to opt in to its service. Pitch allows all of the usual social networking functionality, plus access to a large catalogue of mobile content, including ringtones, wallpapers, etc. Users are monetised via sale of their attention to brands in the form of advertising in various formats. [Note - this theme of the value of attention is one to which I'll return later.]
So far, Pitch is serving 700k impressions per month to the 40k users - meaning 17.5 impressions per user per month. Since Pitch messages all users roughly 3x per week (12x per month) and counts those as impressions, the actual number of 'active impressions' (where the user actually goes to Pitch) is only 5.5 impressions per user per month.
The questions, as always, comes down to how many of those 40k users are generating 'active impressions' - and how valuable those active users are to brands.
Still, it's a great start, one that bodes well for the mobile content space.
So far, Pitch is serving 700k impressions per month to the 40k users - meaning 17.5 impressions per user per month. Since Pitch messages all users roughly 3x per week (12x per month) and counts those as impressions, the actual number of 'active impressions' (where the user actually goes to Pitch) is only 5.5 impressions per user per month.
The questions, as always, comes down to how many of those 40k users are generating 'active impressions' - and how valuable those active users are to brands.
Still, it's a great start, one that bodes well for the mobile content space.
Labels: advertising, content, mobile, social-networking
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