IAB Mobile Buyer's Guide
© 2009 Interactive Advertising BureauIAB Mobile Buyer's Guide© 2009 Interactive Advertising Bureau
3Introduction: Advertising on Mobile Devices
While mobile appears to be a complex ecosystem with its own vernacular,the buying process itsel is very similar to other amiliar platorms including the
you started as a frst time mobile advertiser. The key to tackling your frst mobileassignment is to remember that mobile advertising is much like advertising onany other medium. It is about fnding the right places to connect your client withthe right audience to deliver the right message. In act, mobile is an executionpoint on your current advertising strategy. Simply put, mobile is another mediumto add to your arsenal to target the right consumer. We will provide a ewstraightorward steps to get you started.
the marketer’s advertising goals to determine what role mobile will play in
to increase brand avorability, launch a new product, direct response or acustomer retention initiative? Once your core media objectives have beenanswered, the route to take with mobile becomes much clearer.When creating a mobile campaign it is important to remember that there aremultiple channels or reaching mobile eyeballs. They include mobile websites,downloadable applications, mobile messaging and mobile video, all o which canbe used individually or as a unifed campaign across not just these mobile channelsbut across your more traditional channels to create a complete 360° campaign.
Recommended Planning Process
As a general rule o thumb, the less budget and less time you have the more you should ocus on the mobile web--display ads. As budgets increase and your time allocation to put towards mobile grows you can expand intomessaging, traditional media integration, out o home mobile campaigns, etc.But or simplicity we will cover mobile web and messaging in detail, spendingless time on mobile activation and less common mobile channels.In the beginning o the planning process, it is important to gather basic inor-mation that is vital to any successul advertising campaign. Since mobile is anewer platorm, this step can be overlooked due to the misconception that the
beore launching any campaign:
This guide will give you the background inormation to help answer these
practical examples to gain a greater understanding o mobile as an advertisingplatorm. The best campaigns keep the user experience in mind. For consum-ers, mobile oers convenient inormation, entertainment, and exclusivity.Tailoring campaigns that deliver marketing messages that are also convenient,entertaining and oer exclusive content or discounts is the key to success.Some companies and brands are mentioned in the guide to provide contextand illustrate examples o dierent ad ormats. These solutions are oered bya variety o vendors. Seek out the service providers in Appendix A who canprovide more detail on advertising solutions or mobile.
...... .... ..
What are thecampaign goals?Who are youtrying to target?Is this part of abroader mediacampaign?
How much moneyis allocated to themobile portion of the buy?What does successlook like for youand your client?
Figure 1: Mobile Ecosystem Adversing Opportunies