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IAB Mobile Buyers Guide

IAB Mobile Buyers Guide

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Published by La Conversa
While mobile appears to be a complex ecosystem with its own vernacular, the buying process itself is very similar to other familiar platforms including the Internet. This booklet will guide you through the process in plain English, and get you started as a first time mobile advertiser. The key to tackling your first mobile assignment is to remember that mobile advertising is much like advertising on any other medium. It is about finding the right places to connect your client with the right audience to deliver the right message. In fact, mobile is an execution point on your current advertising strategy. Simply put, mobile is another medium to add to your arsenal to target the right consumer. We will provide a few straightforward steps to get you started.
While mobile appears to be a complex ecosystem with its own vernacular, the buying process itself is very similar to other familiar platforms including the Internet. This booklet will guide you through the process in plain English, and get you started as a first time mobile advertiser. The key to tackling your first mobile assignment is to remember that mobile advertising is much like advertising on any other medium. It is about finding the right places to connect your client with the right audience to deliver the right message. In fact, mobile is an execution point on your current advertising strategy. Simply put, mobile is another medium to add to your arsenal to target the right consumer. We will provide a few straightforward steps to get you started.

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Published by: La Conversa on Jul 14, 2009
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Mobile Buyer’s Guide
 July 2009
 
IAB Mobile Buyer's Guide© 2009 Interactive Advertising Bureau
1This Mobile Buyer’s Guide has been developed by the IAB Mobile Advertising Committee with signifcant contributions rom theollowing member companies: About the IAB’s Mobile Advertising Committee:
The Mobile Advertising Committee o the IAB is comprised o over 120member companies dedicated to helping develop and expand the mobilespace as a viable advertising platorm. The committee works to educatemarketers and agencies on the strength o mobile advertising as a marketingvehicle. A ull list o Committee member companies can be ound as anappendix to this book, and at:http://www.iab.net/member_center/councils_committees_working_groups/committees/mobile_advertising_committee
This document can be ound on the IAB website at:
http://www.iab.net/mobile_buyers_guide
IAB Contact Inormation:
Ryan Walker
Manager o Industry Services, IAB212-380-4731ryan@iab.net
 Joe Laszlo
Director o Research, IAB212-609-3722joe@iab.net
AssociatedPresscomScoreCPXInteractiveImpactMobileInsightExpressJumptapPolarMobileQuattroWirelessScanbuyThirdScreenMediaVerveWireless•WeatherChannelInteractiveWhitepages.com
Table o Contents
Introduction: Advertising on Mobile Devices 2
RecommendedPlanningProcessandkeyquestions3
Overview o US Market 4
Mobile Audience and Spending 4Mobile Advertising Options 5Inventory Types 6
CrossPlatformDigitalBuysIncludingMobile9
 Advertising on the Mobile Web 10
Getting Started 10
LandingPages10
 Mobile Display Campaign Metrics 12
 Advertising via Mobile Messaging 14
How to Buy Mobile Messaging Campaigns 14Mobile Messaging Metrics 15
 Activating Mobile rom Traditional Media 16
Common Short Codes 162D Bar Codes 17
Choosing the End Mobile Experience 19 Appendix A: Directory o IAB Mobile Committee Members 20
 
IAB Mobile Buyer's Guide
2
© 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 platorms including the
Internet.ThisbookletwillguideyouthroughtheprocessinplainEnglish,andget
 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 ewstraightorward steps to get you started.
Beforeyoubeginreachingforsolutions,answerafewquestionstounderstand
the marketer’s advertising goals to determine what role mobile will play in
theirmediamix.Themostimportantofthesequestionsbeing,istheobjective
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 inor-mation that is vital to any successul advertising campaign. Since mobile is anewer platorm, this step can be overlooked due to the misconception that the
basicrulesofadvertisingdonotapply.Askyourselfthefollowingquestions
beore launching any campaign:
Key Questions
This guide will give you the background inormation to help answer these
questions,aswellasprovideanoverviewofthemarketplace,denitions,and
practical examples to gain a greater understanding o mobile as an advertisingplatorm. The best campaigns keep the user experience in mind. For consum-ers, mobile oers convenient inormation, entertainment, and exclusivity.Tailoring campaigns that deliver marketing messages that are also convenient,entertaining and oer exclusive content or discounts is the key to success.Some companies and brands are mentioned in the guide to provide contextand illustrate examples o dierent ad ormats. These solutions are oered 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 Adversing Opportunies

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