Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing. Mobile advertising as a mediumhas been drawing significant attention from media giants and the advertisingindustry since the mid-2000s. Mobile technology is identifying newer mobilemultimedia and is constantly evolving.Mobile advertising is slowly emerging as the preferred choice for advertisers asmobiles are extremely personal devices with an unparalleled reach, resulting inopportunities to target audiences in ways that no other media can offer. MobileAdvertising Mobile advertising encompasses text messaging, mobile commerce,and Bluetooth marketing along with the traditional search engine marketing, banner adverts, video adverts, and ringtone downloads.
Mobile as Media
This unobtrusive two-way communications caught the attention of media industryand advertisers as well as cell phone makers and telecom operators. Eventually,SMS became a new media - called the seventh mass media channel by severalmedia and mobile experts -and even more, it is a two-way mobile media, asopposed to one-way immobile media like radios, newspapers and TV. Besides, theimmediacy of responsiveness in this two-way media is a new territory found for media industry and advertisers, who are eager to measure up market responseimmediately. Additionally, the possibility of fast delivery of the messages and theubiquity of the technology (it does not require any additional functionality from themobile phone, all devices available today are capable of receiving SMS), make itideal for time- and location-sensitive advertising, such as customer loyalty offers(ex. shopping centers, large brand stores), SMS promotions of events, etc. Toleverage this strength of SMS advertising, timely and reliable delivery of messagesis paramount, which is guaranteed by some SMS gateway providers.Mobile media has begun to draw more significant attention from media giants andadvertising industry since the mid-2000s, based on a view that mobile media wasto change the way advertisements were made, and that mobile devices can form anew media sector. Despite this, revenues are still a small fraction of the advertisingindustry as a hole. Inform a reported that mobile advertising in 2007 was worth$2.2 billion. This is less than 0.5% of the approximately $450 billion globaladvertising industry. Types of mobile advertising are expected to change rapidly.In other words, mobile technology will come up with a strong push for identifyingnewer and unheard-of mobile multimedia, with the result that subsequent media