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Interactive Advertising On Post-PC Platforms - Emphasizing Modal Marketing

Published by: Jupiter Research Corporation

Published: Jan. 22, 2001 - 45 Pages


Table of Contents


Executive Summary

Landscape: Post-PC Advertising Is Still in Its Infancy

Outlook: Post-PC Platforms Will Be Important, Yet Secondary, Points of Access

Mandate: Emphasize Modal Targets

Case Study: Red Envelope Leverages Wireless Modal Target for Lead Generation

Hypothetical Advertiser Profile: Cross-Platform Analysis of Advertising Priorities for XYZ Financial Services Company

Appendix: Post-PC Advertising Cost Benefit Index

Report Methodology

Table of Figures

US Post-PC Audience, 2000

The Universe of Post-PC Ad Formats

Advertiser Post-PC Deployments, 2000

Consumers' Attitudes—Wireless Advertising, 2000

Marketing Strengths of Post-PC Platforms, 2000

Post-PC Advertising, Drivers and Inhibitors

Post-PC Audience Projections, 2000-2005

Wireless Data Flowchart

iTV Data Flowchart

Advertiser Post-PC Projected Budget Allocations, 2001

Post-PC Advertising Revenue Projections, 2000-2005

Post-PC Platform Modal Analysis

Transaction Potential, Branding Potential, and Costs of Post-PC Platforms

Wireless Advertising Priorities

iTV Advertising Priorities

Kiosk Advertising Priorities

Transaction Potential on a Scale from One to Five

Branding Potential on a Scale from One to Five

Out-of-Pocket and Incidental Costs on a Scale from One to Five

Abstract

Advertisers must regard post-PC platforms in the US primarily as modal targets: Collections of individuals with similar behaviors and attitudes that stem from their manner of use of any given Internet-enabled device. As the demographics of post-PC audiences evolve, modal targets will function better than traditional identifiers such as age and gender will, to guide marketing decisions and help marketers avoid errors of scope when designing campaigns.

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