Click to enlargeIntroduction to<br>Mobile Advertising<a name="top">

How to Setup, Create and Manage Ads for Mobile Telephones

Number of Pages: 88
Number of Diagrams: 21
Author: Lawrence Harte
ISBN: 1932813438
Copyright: 2008

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- Electronic Version has Color Diagrams
Description

This mobile advertising book explains how to setup, send, and manage advertising programs for mobile telephones. Mobile advertising is the communication of messages or media content to one or more potential customers who use mobile devices. According to strategy analytics, the mobile advertising industry will reach $14.4 billion in 2011. In 2007, mobile advertising network AdMob.com was already delivering 1.5 billion mobile ads per month!

Mobile advertising is different than other forms of media advertising. Ads can be more....

Sample Diagrams

There are more than 21 explanatory diagrams in this book

Mobile Advertising Operation

This figure shows how a mobile advertising system can work. In this example, a company creates and submits a small banner ad to a mobile advertising network and selects location, time and category as the ad promotion criteria. The mobile advertising network submits these ads to multiple mobile networks and keeps track of the transmission, selection and response to these ads. The mobile system operators review the capabilities of the mobile devices in their network to determine which devices can receive and respond to mobile ads.

Moible Advertising Network

This figure shows how a mobile advertising network can operate. The mobile ad network receives and reviews mobile ads from content providers or mobile agencies along with the ad campaign name and criteria. If the ads conform to the required guidelines and are approved, the mobile ad network can forward these ads to mobile carriers that have been defined by the mobile ad campaign. The mobile carrier or their portal operators receives and delivers the ads to the appropriate channels and report the status of ad delivery to the mobile ad network. The mobile ad network uses this information to produce marketing reports to the advertiser and to calculate their mobile advertising costs.

Location Based Advertising

This figure shows how a location based search is the entry of the word "pizza" into a mobile telephone search engine which is combined with the location of the mobile telephone to identify Pizza restaurants that are near the mobile telephone. This example shows that some of the listings include coupons that can be used immediately at the restaurant.

Table of Contents

Mobile Advertising

Non-Intrusive Advertising
Mobile Advertising Value Chain

Mobile Ad Types

Text Ads
Image Ads
-Graphic Banners
-Interstitial Images
-Animated Banners
-Mobile Banner Sizes
Video Ads
-Overlay Ad
Ad Applications
-Ad States

Mobile Ad Response Types

Link Selection
Email Option-In (Email Opt-in)
Messaging Opt-in
Click to Call
-Recorded Services
Click to Video
Click to Receive Coupon
Click to Order
Click to Buy
Click to Download
Click to Enter
Click to Forward
Location Finder

Mobile Content Channel Types

Download Sites
Mobile Communities
Entertainment Applications
Information Services
Mobile Portals
-On Portal
-Off Portal
-Friendly Off Portal
-On Device Portal
Mobile Search Advertising
-Location Based Advertising (LBA)

Mobile Device Capability

Display
Media Formats
Presentation Control
Input Control
-Keypad
-Soft Keys
-Pointer Control
-Voice Entry
-Predictive Controls
Delivery Context
-Default Delivery Context
Mobile Applications
-Java

Ad Transmission Options

Messaging Systems
-Short Messaging Service (SMS)
-Multimedia Messaging Service (MMS)
-Premium SMS (PSMS)
-Common Short Codes (CSC)
Wireless Access Protocol (WAP)
Mobile Web
Streaming Media
Broadcast Media
Off Network Connections
-Bluecasting
-Wireless LAN
-Infrared
Viral Marketing

Mobile Ad Content Guidelines

Clear Expression
Legal Products and Services
Voluntary Industry Restrictions
Advertising Regulations
-Mobile SPAM
Age Appropriate Content
Non-Controversial Content
Substantiated Performance Claims
Moral Conformity
Non-Offensive Language
Sponsor Identification
Appropriate Use of Contact Information

Mobile Landing Page

Landing Page Content
-Page Title
-Images
-Text
-Links
-Click to Call
-Click to Video
-Click to Find Location
-RSS Feed
-Data Collector
Landing Page Builder
-Mobile Handset Emulator
Jump Page
Mobile Storefront
Ad Behavior
-Downloadable Ads
-Online Behavior
-Offline Behavior
-Ad Triggers

Mobile Ad Campaigns

Ad Bidding
Ad Frequency Capping
Ad Expiration Date
Ad Rotation

Mobile Advertising Metrics

Ad Impressions
Ad Clicks
Conversions
Predictive Analytics

Mobile Advertising Networks

Ad Submission
Ad Approval
Mobile Marketing Campaigns
Response Data

Mobile Advertising Style Guides

Data Size
Media Objects
Input Limitations
Mobile Banner Ad Aspect Ratio
Sidebar Allowances

User Identification

IP Address
Mobile Subscriber ISDN (MSISDN)
Email Address

Web Site Ad Insertion

Dynamic Ad Delivery

User Profiling

Mobile Cookies
URI Decoration

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Mobile Advertising Acronyms - Appendix 1

Ad Application - Advertising Application
Ad Network - Advertising Network
Ad Unit - Advertising Unit
AO - Application Originated Message
BREW - Binary Runtime Environment for Wireless
CBT - Caller Ringback Tone
cHTML - Compact Hypertext Markup Language
CMS - Content Management System
CSC - Common Short Code
CSCA - Common Short Code Administration
CSV - Comma Separated Value
CTA - Call to Action
CTC - Click to Call
CTR - Click Through Rate
CTRC - Click to Receive Coupon
DDC - Default Delivery Context
EDGE - Enhanced Data Rates For Global Evolution
Email Opt - in - Email Option In
EMS - Enhanced Messaging Service
FMC - Fixed Mobile Convergence
FTEU - Free to End User
GPS - Global Positioning System
Image Ads - Image Advertisements
IOD - Information On Demand
IVR - Interactive Voice Response
J2ME - Java 2 Micro Edition
LBA - Location Based Advertising
LBS - Location Based Services
M - Advertising - Mobile Advertising
MASP - Mobile Application Service Provider
M - Card - Mobile Greeting Card
M - Coupon - Mobile Couponing
Messaging Opt - in - Messaging Option - In
MGW - Mobile Gateway
MIDP - Mobile Information Device Profile
MMA - Mobile Marketing Association
MMG - Multiplayer Mobile Game
MMS - Multimedia Messaging Service
MNO - Mobile Network Operator
MO - Mobile Originated
Mobile Ad Network - Mobile Advertising Network
Mobile Agency - Mobile Ad Agency
Mobile Search - Mobile Searching
Mobile TV - Mobile Television
Mobisode - Mobile Episode
Mobizine - Mobile Magazine
MOM - Mobile Originated Message
Monotone - Mono Tone
MT - Application Terminated Message
MT - Mobile Terminated
MTM - Mobile Terminated Message
Opt - out Mechanism - Option Out Mechanism
Participation TV - Participation Television
PII - Personally Identifiable Information
PPD - Pay Per Download
PPV - Pay Per View
PSMS - Premium Short Messaging Service
SD - Service Discovery
SessionID - Session Identification Code
SmartPhone - Smart Telephone
SMIL - Synchronized Multimedia Integration Language
Smishing - SMS Fishing Fraud
SMPP - Short Message Peer to Peer Protocol
SMS - Short Message Service
Softkeys - Soft Keys
STK - SIM Toolkit
Text Ads - Text Advertisements
Text Tagline - Text Tag Line
URL Coupon - Link Coupon
User ID - User Identification
VAS - Value Added Services
Video Ads - Video Advertisements
Videotone - Video Tone
VisitorID - Visitor Identification Code
Voice Ad - Voice Advertisements
Wallpaper - Wall Paper
WAP - Wireless Access Protocol
WAP 1.0 - Wireless Access Protocol version 1.0
WAP 2.0 - Wireless Access Protocol version 2.0
WML - Wireless Markup Language
xHTML - Extensible Hypertext Markup Language
xHTML MP - XHTML Mobile Profile
XML - Extensible Markup Language

About the Author

Mr. Lawrence Harte is the president of Althos, an expert information provider covering the communications industry. He has over 29 years of technology analysis, development, implementation, and business management experience. He has setup, managed, and provided training for keyword advertising, search engine optimization, affiliate links, email broadcasting marketing programs. Mr. Harte has interviewed hundreds of Internet web marketing experts and tested many types of web marketing systems to discover the key success principles used for Internet marketing programs. Mr. Harte's combined knowledge and experience in business systems, communications technologies allow him to communicate well with all people within a company that have a need to understand marketing programs and communication systems. He has authored over 80 books on communications technologies and systems on topics including Internet Marketing, Business Finance, Mobile Communications, IP Telephony, and Billing Systems. Mr. Harte holds many degrees and certificates include an Executive MBA from Wake Forest University (1995) and a BSET from the University of the State of New York, (1990).

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Description

This book explains how to setup and manage mobile advertising marketing programs. Mobile advertising is the communication of messages or media content to one or more potential customers who use mobile devices. According to strategy analytics, the mobile advertising industry will reach $14.4 billion in 2011. In 2007, mobile advertising network AdMob.com was already delivering 1.5 billion mobile ads per month!

Mobile advertising is different than other forms of media advertising. Ads can be targeted to very specific types of users, triggered to display at specific times, and have several new real-time interactive options. As a result, mobile ads have a much higher value than other types of advertising. Mobile ad click through rates of 3% to 4% are not uncommon.

As with Internet advertising, many people already receive mobile ads but are unaware they have received (and may have responded to) mobile ads. Many mobile ads are small banners and/or text links that share a screen that the user has selected (such as a local movie directory).

The types of mobile ads range from fairly simple text links to interactive software programs. Mobile ads have response types that range from text link clicks to launching new software applications. Mobile ad targeting can be performed by using mobile communication channel types that can include mobile communities, download sites, entertainment applications, information services, and specialty portals.

The type of mobile ad and the way it operates varies based on the mobile device capabilities. These capabilities include display, media processing, limited amount of memory, and input control functionality. As a result, some guidelines have been created to help ensure the user’s experience with mobile ads is reliable and acceptable. Different types of services including short text (SMS), multimedia messages (MMS), WAP, xHTML, or packet data connections may deliver advertising messages.

Some of the most important topics featured include:

• Types of Mobile Ads
• Mobile Ad Networks
• Economics of Mobile Advertising
• How to Create Mobile Ads
• Mobile Ad Placement
• Measuring Mobile Ad Performance
• Interactive Mobile Ads
• Mobile Web Portals
• Market Segments for Mobile Ads
• Mobile Ad Guidelines

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