MOBILE ADVERTISING

INTRODUCTION:
MOBILE MARKETING:

Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.
MOBILE ADVERTISING:

Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing. Mobile advertising is becoming increasingly popular among businesses as it can reach a large audience in a concise, economic format and achieve a higher conversion rate than display advertising. Mobile medium as channel between brand and end-user . Still in a very early stage of development . Future prospects? (competing models, ecosystem, user perception, role in app explosion, scalability, disruptions).

Mobile advertising formats

There are a number of different ways you can advertise on mobile devices, including:

expandable banners video floating advertisements, which move on the webpage, without altering the page itself tear-backs, which 'peel back' when the cursor is rolled over one corner of a webpage takeovers, where clicking on or rolling over an advertisement causes the entire webpage to change in-app advertising multimedia advertising SMS and MMS

Overview of mobile business models 1. Advertising in general . 2. Advertising linked with product/service placement . 3. Profiled advertising . 4. Merchandising-Affiliation . 5. Packaged with the mobile device . 6. Packaged with the (voice, data) services of the mobile operator . 7. Packaged with some product or service non-ICT related . 8. Pay-as-you-go (impulse purchase) . 9. Premium services (basic functionality free) . 10. Value-added services (additional contract on top of conventional) . 11. Subscription . 12. Community-based . 13. Public services .

Analysis of mobile advertising The ecosystem: Platformisation and gatekeeper role:user profile/identity. Period of consolidation . Techno-economic models: push(extensive querying and segmentation) and pull(virtual or physical context). Deployment tactics:

Off-portal campaigns On-portal: mass market, vertical, niche, targeted Ads linked to applications Sponsored links contextual advertising User profiling: classified ads user registration

Procedures - Links, Banners, Full-screen, Product placement, Interactive . Supply-side success factors: External Mobile broadband affordability and availability Mobile content and media consumption Smartphone adoption Internal Personalization acceptance Leverage of context M-commerce Marketing practices (measurements) Demand side: the user perspective: Demographics: cultural and age differences The mobile advertising paradox The machine within for free content and applications Intrusive of personal sphere However, in mobile, advertisers face a few unique challenges: 1. Inventory is limited. 2. Speed and bandwidth are issues. 3. Tolerance for viewing ads is low given the real estate available on the handset. 4. Understanding of how to click on ads varies based on the ease of use of the consumers browser and his or her understanding of how to navigate within a page. 5. Optimized data from third-party ad servers is not available. 6. Each wireless carrier has its own specifications and requirements. 7. Content and advertising needs to be optimized to render appropriately across thousands of different handsets.

To successfully target users and serve mobile ads, advertisers need to understand: a. What phone the viewer is using. b. What that phone is capable of. c. Which network they are on. d. What type of content they are viewing which is very important. Mobile Ad Types -Text Ads -Image Ads -Graphic Banners -Interstitial Images -Animated Banners -Mobile Banner Sizes -Video Ads -Overlay Ad Mobile Content Channel Types -Download Sites -Mobile Communities -Entertainment Applications -Information Services -Mobile Portals On Portal Off Portal -Friendly Off Portal -On Device Portal

Mobile Landing Page

Landing Page Content -Page Title -Images -Text -Links -Click to Call -Click to Video -Click to Find Location -RSS Feed -Data Collector Landing Page Builder -Mobile Handset Emulator Jump Page Mobile Storefront

Ad Behavior -Downloadable Ads -Online Behavior -Offline Behavior -Ad Triggers Mobile Ad Campaigns -Ad Bidding -Ad Frequency Capping -Ad Expiration Date -Ad Rotation Mobile Advertising Metrics -Ad Impressions -Ad Clicks -Conversions -Predictive Analytics User Identification -IP Address -Mobile Subscriber ISDN (MSISDN) -Email Address BENEFITS: There are a number of benefits to selling and marketing on the mobile web. These include:

Reaching the widest possible audience with your digital marketing due to an increasing number of consumers using mobile devices to access digital content. Instant, adaptable, easily monitored communication - you can send single or bulk messages from anywhere, at any time with immediate tracking and the ability to record results. The ability to target a large active consumer group by specific demographic information - eg age, location, gender. Cost efficiency, with low production and distribution costs, and additional revenue from replies to promotions and competitions. A direct link to consumers through 24-hour billing/sales/service/assistance. Cell marketing requires a very low budget on advertisement campaigns but the return of investment is actually higher. Usually you should only have to pay for the text and nothing else. Just about every subscriber is different as well as the ads can be personalized to each individual improving response which will find more conversions or revenue. Viral marketing potential, as consumers can forward messages. Increased intimacy with the device and via the device Location awareness Improved time relevance