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MobileMarketer
THENEWSLEADERINMOBILEMARKETING,MEDIAANDCOMMERCE
TM
Classic Guide to
MobileAdvertising
ACLASSICGUIDEAugust5,2008$295
2EDITOR’SNOTEMobileadvertising:It’shereandnow
ByMickeyAlamKhan
BASIC
3Mobile: A brave new world for advertisers
By Sarah Keefe, Bango
4The potential of mobile advertising
By Rob Lawson, Limbo
5Overcoming hurdles in mobile advertising
By Michael Weaver, Crisp Wireless
6Working with a mobile marketing agency on campaigns
By Phuc Truong, Havas Digital’s Mobext
8Making the mobile marketing experience richer
By Patrick Vogt, Enliven Marketing Technologies
9Five tips on creative for mobile advertising
By Tony Nethercutt, AdMob
10Mobile advertising: Ready for primetime TV
By Jeffrey R. Miller, Telescope
11Key tips on buying media for mobile advertising
By Tony Nethercutt, AdMob
12Gap between consumer mobile adoption and brandreadiness
By Dan Roselli, Mobisix
14Five mobile marketing tips for marketers
By Matt Blumberg, Return Path
INTERMEDIATE
15Tips on integrating mobile into an existing campaign
By Steen Andersson, 5th Finger
16Mobile complexity requires better way to manage andsyndicate content
By Mark Hyland, QuickPlay Media
17Ten tips on SMS marketing
By Dave Sloan, Avot Media
18Mobile search advertising links to customersin last mile
By Barry Chu, Medio Systems
20Key tips for mobile advertising email
By Michelle Eichner, Pivotal Veracity
21Mobile games and advertising: The ins and outs
By Jim Durrell, Greystripe
22The role of widgets in mobile marketing
By Ken Willner, Zumobi
23Why Hispanic marketers need to consider mobile
By Michael Foschetti, Mobisix
24CENTERFOLDPlayboy takes a shine to mobile
By Giselle Abramovich, Mobile Marketer
26What it takes for a truly mobile Web
By Noah Elkin, Steak Corp.
27Best practices for building iPhone-adaptedmobile sites
By Eswar Priyadarshan, Quattro Wireless
28Beyond the mobile ad banner
By Tim Solt, go2 Media
30Building momentum of mobile search
By Price Glomski, Range Online Media
ADVANCED
32Mobile ad networks or buy direct? An agency’s take
By Jamie Wells, Omnicom’s Prometheus
33Operators hold competitive advantage in mobileadvertising
By Gareth Maclachlan, AdaptiveMobile
34RESEARCHThe mobile brand experience:Measuring ad effectiveness on the mobile Web
By Safecount’s George Pappachen andDynamic Logic’s Kara Manatt
38Hiring a mobile advertising executive
By Rick O’Connell, MRI-The Boston Group
39CASE STUDYMarketing mobile video content throughmobile advertising
By Thomas N. Ellsworth, GoTV Network
40How multivariate testing optimizes mobile marketing
By Kim Ann King, SiteSpect
41CASE STUDYTop-down approach helps Johnson &Johnson’s BabyCenter with mobile
By Alexandros Moukas, Velti
42The role of mobile advertising in messaging
By Oz Eleonora, Acision
44INTERNATIONALA global snapshot of mobile: Mobilemarketing at different stages of evolution
By Draftfcb executives worldwide
49Campaign advice for targeting the mobile generation
By Mark Emery, Air2Web
CONTENTS
CLASSIC GUIDE TOMOBILEADVERTISING
Mobile Marketer
TM
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