Mobile Advertising

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2013-05

Authors

Adams, Angela Rae

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Abstract

Mobile advertising has grown rapidly in the United States from a marketing, technology, and consumer acceptance point of view. This professional report will begin with an overview of the current mobile landscape, including device and network history. Various techniques will then be covered, including formats such as messaging (SMS), mobile search, display, and video advertising. Each of these methods will be discussed in detail, highlighting benefits and drawbacks, followed by typical monetization and measurement for each format. This report will then shift from a marketer point of view to a consumer point of view, highlighting consumer use statistics and citing examples of consumer response to specific mobile advertising campaigns. While the majority of this report is focused on the United States and business-to-consumer marketing, global mobile advertising and mobile advertising in a business-to-business context will also be discussed. This report concludes with recommendations for professionals, resulting in a usable guide to creating successful mobile campaigns.

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