mobile advertising.pptx

7/29/2019 MOBILE ADVERTISING.pptx

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Mobile advertising is a

form of advertising viamobile (wireless) phonesor other mobile devices.

It is a subset of mobile

marketing. Some see mobile

advertising as closelyrelated to online or

internet advertising,though its reach is fargreater.


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Mobile advertising is growing at a remarkable rate.as mobile advertising matures, like in the mostadvanced markets, the user involvement alsomatures.

In Japan today, already 44% of mobile phone

owners click on ads they receive on their phones.Mobile advertising was worth 900 million dollars inJapan alone.

Furthermore, Berg Insight forecasts the global

mobile advertising market to grow at a compoundannual growth rate of 43 percent to 8.7 billion in2014.


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In some markets, this type of advertising is mostcommonly seen as a Mobile Web Banner (top ofpage) orMobile Web Poster (bottom of pagebanner), while in others, it is dominated by SMS

advertising. Other forms include MMS advertising, advertising

within mobile games and mobile videos, during

mobile TV receipt, full-screen interstitials, which

appear while a requested item of mobile content or

mobile web page is loading up, and audio

advertisements.


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The main measurements are impressions (views)and click-through rates. They are also sold toadvertisers by views (Cost Per Impression) or byclick-through (Cost Per Click).

Additional measurements include conversionrates, such as click-to-call rates and other degreesof interactive measurement.

One of the popular models in mobile advertising is

Cost Per Install (CPI) where there the pricingmodel is based on the user installing an App ontheir mobile phone.


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In addition to standard mobile

display banners, a growing trendis to include rich media execution

within the banner ads.

This includes banners that would

expand to a larger size, offeringadvertisers a larger display to

communicate their message.

Games within the banner to

make the experience moreinteractive or a video within the

banner space.


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There are hundreds ofhandsets in the marketand they differ byscreen size and

supportedtechnologies.

The following gives anoverview of various

handset screen sizesand a recommendedimage size for eachtype.

HandsetApprox

Handset

Screen

Size (px W

x H)ExampleHandsets Ad Unit Ad Size(pixels)

X-Large 320 x 320Palm Treo

700P, Nokia

E70X-Large 300 x 50

Large 240 x 320

SamsungMM-A900,

LG VX-

8500

Chocolate,

Sony

Ericsson

W910i

Large 216 x 36

Medium 176 x 208Motorola

RAZR, LG

VX-8000,

Motorola

ROKR E1Medium 168 x 28

Small

128 x 160 Motorola

V195 Small 120 x 20


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Mobile media has begun to draw more significant

attention from media giants and advertising industrysince the mid-2000s, based on a view that mobile mediawas to change the way advertisements were made, andthat mobile devices can form a new media sector.

The unobtrusive two-way communications caught theattention of media industry and advertisers as well as cellphone makers and telecom operators.

Eventually, SMS became a new media -called theseventh mass media channel by several media and

mobile experts -and even more, it is a two-way mobilemedia, as opposed to one-way immobile media likeradios, newspapers and TV.


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Besides, the immediacy of responsiveness in this

two-way media is a new territory found for media

industry and advertisers, who are eager tomeasure up market response immediately.

Additionally, the possibility of fast delivery of the

messages and the ubiquity of the technology (it

does not require any additional functionality fromthe mobile phone, all devices available today are

capable of receiving SMS), make it ideal for time-

and location-sensitive advertising, such as

customer loyalty offers (ex. shopping centers, largebrand stores), SMS promotions of events, etc.


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As mobile is an interactive mass media similar tothe internet, advertisers are eager to utilize andmake use of viral marketing methods, by which onerecipient of an advertisement on mobile, will

forward that to a friend. This allows users to become part of the advertising

experience.

At the bare minimum mobile ads with viral abilities

can become powerful interactive campaigns. At the extreme, they can become engagement

marketing experiences.


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Targeted mobile marketing requires customizationof ad content to reach interested and relevant

customers.

To customize such behavioral personal data, user

profiling, data mining and other behavior watch

tools are employed, and privacy advocates warn

that this may cause privacy infringement.

Some mobile carriers offer freebie or cheaper rateplans in exchange for SMS or other mobile ads.


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mobile advertising.pptx

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