Advertising Goes Mobile: Options for Targeting the Anywhere Consumer

Published by: Yankee Group

Published: Jul. 2, 2007 - 16 Pages

Table of Contents

I. Why Mobile Advertising?

II. Mobile Advertising Platforms

Messaging

Browsing/Mobile Internet

Mobile Search

Video/TV

On-Device Applications

Idle Screen

Other

III. Conclusion s and Recommendations

Recommendations for the Short Term

Recommendations for the Long Term

IV. Further Reading

Abstract

The trend of declining voice tariffs and the inability of data revenue to offset those declines are spurring mobile operators globally to look at other sources of potential revenue.

Mobile advertising is now coming to the fore as operators look to packaging inventory and standardizing media formats to become a new media channel for advertisers. In addition, ad agencies and advertisers are beginning to show interest as the immediacy, targeting and interactivity provided by mobile phones increases the impact of ad campaigns compared to traditional media.

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