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Mobile advertising is a form of Advertising via Mobile (wireless) Phones or other mobile devices. It is a subset of mobile marketing. Some see mobile advertising as closely related to online or internet advertising, though its reach is far greater - currently, most mobile advertising is targeted at mobile phones, that came estimably to a global total of 3 billion as of 2007, and will reach 4 billion in 2008. Notably computers, including desktops and laptops, are currently estimated at 800 million globally. It is probable that advertisers and media industry will increasingly take account of a bigger and fast-growing mobile market, though it remains at around 1% of global advertising spend. Mobile media is evolving rapidly and while mobile phones will continue to be the mainstay, it is not clear whether mobile phones based on Cellular Backhaul or smartphones based on WiFi hot spot or WiMAX hot zone will also strengthen. However, such is the emergence of this form of advertising, that there is now a dedicated global awards ceremony organised every year by Visiongain . TYPES OF MOBILE ADS In some markets, this type of advertising is most commonly seen as a Mobile Web Banner (top of page) or Mobile Web Poster (bottom of page banner), while in others, it is dominated by early forms, such as SMS advertising (which has been estimated at over 90% of mobile marketing revenue worldwide). Other forms include MMS advertising, advertising within mobile games and mobile videos, during mobile TV receipt, full-screen interstices, which appear while a requested item of mobile content or mobile web page is loading up, and audio adverts (eg, in the form of a jingle before a voicemail recording). The Mobile Marketing Association (MMA) has published mobile advertising guidelines , but it is difficult to keep such guidelines current in such a fast-developing area. Advertisers can run a variety of advertising campaigns. Beyond the branding opportunity of Banner Ad messaging, marketers can also employ a variety of response mechanisms, built into the ad displaying mechanism:
The effectiveness of a mobile ad campaign can be measured in a variety of ways. The main measurements are impressions (views) and click-through rates. Additional measurements include conversion rates, such as, click-to-call rates and other degrees of interactive measurement. The hierarchy of mobile media is changing very rapidly and mobile WiMax or other technologies may increase the impact of, for example, location-based mobile eCommerce. HANDSETS DISPLAY AND CORRESPONDING AD IMAGES There are hundreds of handsets in the market and they differ by screen size and supported technologies (e.g. MMS , WAP 2.0 ). For color images, typically PNG , JPG , GIF and BMP , with WBMP being the most basic (and the most common). The below gives an overview of various handset screen sizes and a recommended image size for each type. Mobile Marketing Association (MMA) Handsets Display and Corresponding Ad Images: DEVELOPMENT Martin Cooper invented a portable handset in 1973, when he was a project manager at Motorola. It was almost three decades after the idea of cellular communications was introduced by Bell Laboratories. Two decades later, cellular phones made a commercial debut in the mass market in the early 1990s. In the early days of cellular handsets, all you could do was talk, listen and dial. As cellular phones became widely available towards the late 1990s, a new feature of sending short text messages over cellphones was introduced to the market. This data service or SMS (Short Message Service) gradually began to grow, becoming the largest data service by volume of transactions in the world. One advantage of SMS is that while even in conference, the users are able to send and receive brief messages unobtrusively, while enjoying privacy. Even in such environments as in a restaurant, café, bank, travel agency office, and so on, the users can enjoy some privacy by sending/receiving brief text messages in an unobtrusive way. This unobtrusive two-way communications caught the attention of media industry and advertisers as well as cellphone makers and telecom operators. Eventually, SMS became a new media, and even more, it is a two-way mobile media, as opposed to one-way immobile media like radios, newspapers and TV. Besides, the immediacy of responsiveness in this two-way media is a new territory found for media industry and advertisers, who are eager to measure up market response immediately. Mobile media has begun to draw more significant attention from media giants and advertising industry since the mid-2000s, based on a view that mobile media was to change the way advertisements were made, and that mobile devices can form a new media sector. Despite this, revenues are still a small fraction of the advertising industry as a whole.The global advertising industry was estimated at $1 trillion as of the end of 2006. The potential of the area was discussed at the 96th annual conference of the Association of National Advertisers, ended on October 8, 2006 in Orlando, Florida. A leading market research firm, eMarketer indicated that the world's mobile advertising came to $900 million in 2006, and estimated that by 2011, mobile advertising will grow to $11.3 billion. In the United States, mobile advertising stood at $421 million in 2006, and is projected to grow to $4.7 billion by 2011, according to eMarketer. Types of mobile advertising are expected to change rapidly. In other words, mobile technology will come up with a strong push for identifying newer and unheard-of mobile multimedia, with the result that subsequent media migration will greatly stimulate a consumer behavioral shift and establish a paradigm shift in mobile advertising. A major media migration is on, as desktop Internet evolves into mobile Internet. One typical case in point is Nielsen’s recent buyout. A BBC news article of August 2006 indicated, "Young drive 'radical media shift'", pointing to a fast shfit away from the traditional media. "They are leaving the traditional media and moving towards new media. This generation has grown up with new technologies - and it is this generation for whom the uptake is instinctive." PRIVACY CONCERN Advocates have raised the issue of privacy. Targeted mobile marketing requires customization of 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 rate plans in exchange for SMS or other mobile ads. However, mobile TV and mobile search may overrride this privacy concern, as soon as they are implmented on a full-blown basis. In a naive way to override privacy concern, however, User’s prior consent needs to be obtained through membership to join or User account to set up. Both mobile TV and mobile search may supersede the way of getting Users’ prior concern through membership or User account because Users are free to choose mobile TV channels or mobile search services on a voluntary basis. INTERACTIVITY Mobile devices aim to outgrow the domain of voice-intensive cellphones and to enter a new world of multimedia mobile devices, like laptops, PDA phones and smartphones. Unlike the conventional one-way media like TV, radio and newspaper, web media has enabled two-way traffic, thereby introducing a new phase of interactive advertising, regardless of whether static or mobile. This user-centric approach was noted at the 96th annual conference of Association of National Advertisers in 2006, which described ”a need to replace decades worth of top-down marketing tactics with bottom-up, grass-roots approaches”. MOBILE DEVICE ISSUES Coincidentally, however, mobile devices are encountering technological bottlenecks in terms of battery life, formats, and safety issue In a broad sense, mobile devices are categorically broken down into portable and stationary equipment. Technically, mobile devices are categorized as below:
The battery life and safety issues will perhaps combine to eventually push mobile equipment’s inroads into vehicle dashtops. However, satellite-based GPS navigation and satellite radio may already hit a snag because of their part-time usage and technological hierarchy. Put differently, people want more functions than GPS navigation and satellite radios. The trend indicates an ongoing convergence into all-in-one dashtop mobile devices incorporating GPS navigators, satellite radios, MP3 players, mobile TV, mobile Internet, MVDER (vehicle black box), driving safety monitors, smartphones and even video games. REFERENCES 2. Internet Usage and Importance Expand EXTERNAL LINKS
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