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Mobile Advertising Overview
© 2009 Mobile Marketing Association • USA New York, New York
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-ets oered 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 specications, 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 eectiveness 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-specicMobile Web site)Click to orward content (users orward relevant content
to riends, creating a viral campaign eect)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 powerul instant andinteractive response path, such as consumers sending a keywordto a short code via SMS, or registering on a Mobile Web site.
MobileWebThe Mobile Web is a channel or delivery o webcontent, which oers and ormats content tousers in awareness o the mobile context. Themobile context is characterized by the nature opersonal user inormation needs (e.g. updatingyour blog, accessing travel inormation, 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.
Driving users to aMobile Web siteLead generationDirect salesBrandingMobile Ap-plicationsSotware 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 andliestyle tools. Downloads are accessible only toconsumers with appropriate mobile phones anddata plans. Ad placementwithin applications(e.g., banners,“splash” pages)Branded applica-tions.
Branding/CRMDriving users to aMobile Web site