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Mobile Ad Overview

Mobile Ad Overview

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Published by: rameshkella on Sep 19, 2010
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Mobile Advertising Overview
JANUARY 2009
 
 www.mmaglobal.comMobile Marketing Association Version 2.0
Mobile Advertising Overview
© 2009 Mobile Marketing Association • USA New York, New York
 The materials ound in this document are owned, held, or licensed by the Mobile Marketing Association and are available orpersonal, non-commercial, and educational use, provided that ownership o the materials is properly cited. Any commercialuse o the materials, without the written permission o the Mobile Marketing Association, is strictly prohibited.
1.0 Introduction..........................................................................................................2.0 Mobile Web..........................................................................................................2.1 Mobile Web Advertising Overview........................................................................2.2 How do I buy advertising on the Mobile Web?.......................................................2.3 What results can I expect?.................................................................................2.4 Scope o Advertising Guidelines..........................................................................3.0 Mobile Messaging.................................................................................................3.1 Mobile Messaging Overview...............................................................................3.2 Mobile Messaging as an Advertising Medium.......................................................3.3 Complete Messaging Advertising........................................................................3.4 Success Drivers................................................................................................3.5 How to Buy Advertising in Mobile Messaging........................................................3.6 Mobile Messaging Response Capabilities.............................................................4.0 Mobile Applications...............................................................................................4.1 Mobile Applications Overview..............................................................................4.2 Mobile Applications Categories............................................................................4.3 Mobile Applications as an Advertising Opportunity.................................................4.4 Mobile Application Advertising Addresses User’s Interests......................................4.5 Mobile Application Advertising Units....................................................................4.6 Mobile Application Ad Serving Considerations......................................................4.7 Mobile Application Advertising Response Capabilities............................................4.8 How to Buy Advertising in Mobile Applications......................................................4.9 Success Drivers................................................................................................4.10 Outlook and Next Steps....................................................................................5.0 Mobile Video and TV..............................................................................................5.1 Mobile Video and TV Overview.............................................................................5.2 Mobile Video and TV as an Advertising Medium....................................................5.3 How to Buy Advertising in Mobile Video and TV.....................................................5.4 Success Drivers................................................................................................5.5 Interactive Ads..................................................................................................5.6 Mobile Ad Video Response Mechanisms and ROI..................................................6.0 Who We Are.........................................................................................................7.0 Reerences..........................................................................................................8.0 Contact Us...........................................................................................................9.0 Glossary o Terms.................................................................................................0102020606060606061010101111111113161717192020202020212222222223232424
 
 www.mmaglobal.comMobile Marketing Association Version 2.0Page 1
Mobile Advertising Overview
of 24
© 2009 Mobile Marketing Association • USA New York, New York
1.0 Introduction
Mobile advertising is a rapidly growing sector providing brands,agencies and marketers the opportunity to connect with con-sumers beyond traditional and digital media directly on their mobile phones. This document is an overview on the mobilemedia channels available to advertisers today, including the ben-ets oered by each, and considerations to use in selecting andoptimizing mobile advertising campaignsThis document is adjunct to the MMA
Mobile Advertising Guide-lines
, which provide technical specications, global ormats,guidelines and best practices or each mobile channel. The
Mo-bile Advertising Guidelines
can be located on the MMA Websiteathttp://www.mmaglobal.com/mobileadvertising.pd .Today, mobile phones can be utilized or much more than justmaking and receiving calls. Besides voice services, mobile usershave access to data services such Short Message Service (SMS),also known as text messaging, picture messaging, content down-loads and the Mobile Web. These media channels carry bothcontent and advertising.The mobile phone is an extremely personal device. One mo-bile phone typically has one unique user. This makes the mo-bile phone a precisely targeted communication channel, whereusers are highly engaged with content. As a result, the mobilechannel delivers excellent campaign eectiveness and responselevels compared to other media.Mobile is valuable as a stand-alone medium or advertising, butit’s also well suited or a vital role in ully integrated cross-mediacampaign plans, including TV, print, radio, outdoor, cinema, on-line and direct mail. These examples illustrate the ways brandsand marketers use the mobile channel to engage and interactwith consumers:Click to call (users place an outgoing call to the content
•
provider or advertiser)Click to locate (users nd, or example, the closest car dealer 
•
or movie theatre, enabled by location-based services)Click to order brochure (users receive marketing materials
•
by supplying their postal addresses)Click to enter competition (users enter text or sweepstake
•
to win prizes)Click to receive email (users receive an email and a link to
•
online site by supplying their email address)Click to receive mobile coupon (users receive an elec-
•
tronic coupon on their mobile phone that can be re-deemed immediately at a participating merchant)Click to buy (users make a purchase paid or with a credit
•
card, added to their monthly mobile bill or using someother orm o mobile payment)Click to download content (users download content, in-
•
cluding logos, wallpapers or ring tones, onto their mobilephones)Click to enter branded Mobile Web site (users click a ban-
•
ner to get connected to standing or campaign-specicMobile Web site)Click to orward content (users orward relevant content
•
to riends, creating a viral campaign eect)Click to video (users click a banner to view an advertiser’s
•
commercial or a product or service)Click to vote (users reply message ballot or poll rom their 
•
mobile phone and provide marketers and brands withvaluable research insights)When designing a mobile advertising campaign, there are mul-tiple channels available to reach the consumer. Those includeMobile Web sites, mobile applications, mobile messaging andmobile video, all o which can be integrated into the interactivecampaigns previously described. Each channel can link to ad-ditional mobile content or channels, as well as to complement-ing traditional media. Mobile provides a powerul instant andinteractive response path, such as consumers sending a keywordto a short code via SMS, or registering on a Mobile Web site.
ChannelDescription AdvertisingOpportunities
MobileWebThe Mobile Web is a channel or delivery o webcontent, which oers and ormats content tousers in awareness o the mobile context. Themobile context is characterized by the nature opersonal user inormation needs (e.g. updatingyour blog, accessing travel inormation, receivingnews update), constraints o mobile phones (i.e.screen size, keypad input) and special capabilities(i.e. location, connection type such as 3G orWLAN)Banner ads onMobile Web sitesText ads on MobileWeb sitesBranded MobileWeb sites.
Good for:
Driving users to aMobile Web siteLead generationDirect salesBrandingMobile Ap-plicationsSotware or content that consumers download toor fnd pre-installed on their mobile phone andthen resides on the phone. Examples includeapplications such as games, news readers andliestyle tools. Downloads are accessible only toconsumers with appropriate mobile phones anddata plans. Ad placementwithin applications(e.g., banners,“splash” pages)Branded applica-tions.
Good for:
Branding/CRMDriving users to aMobile Web site

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