China’s Mobile Advertisement Special Report 2006

1.1 Definition of Mobile AdvertisementMobile advertisement refers to the advertisement which has mobile as the display terminal or distribution platform Following the four major traditional media of newspaper/magazine, broadcasting, TV and Internet, mobile is becoming the fifth media. Compared with four major traditional media, mobile advertisement has its advantages of large number of users, clear target and good interaction.

Mobile advertisement can be classified into the following seven categories by different technologies:

PUSH: Put advertisement directly on user’s mobile in forms of SMS, MMS and WAP page link. Main mode of mobile advertisement before 2006 was SMS advertisement forced by SP without user’s permission.

WAP: Embed advertisement in forms of text, picture or audio/video into pages of official or non-official WAP portals which user browsers, similar to Internet advertisement. Differentiated advertisement pages achieved by using technology to distinguish user’s property and simple and unified advertisement pages all belong to this category.

Business embedment: Embed advertisement in forms of text, picture or audio/video into user’s mobile value-added service (mainly other data business except for WAP business), such as business waiting advertisement and mobile game advertisement.

Voice: Add advertisement into value-added voice service (such as IVR and CRBT) provided by operators for mobile users in forms of voice segments.

Cell Broadcasting: Use cell broadcasting feature of mobile to send advertisement to mobile users at certain position in forms of SMS or MMS.

Terminal embedment: Advertisers cooperate with mobile vendors to embed advertisement into mobile before shipment in forms of pictures, video clips and games.

Search advertisement: Keyword advertisement and bid rank advertisement operated by mobile search service providers, similar to Internet search advertisement.