Advertising Goes Mobile: Options for Targeting the Anywhere Consumer: Industry Report

Advertising Goes Mobile: Options for Targeting the Anywhere Consumer

Product Type: Market Research Report
Published by: Yankee Group
Published: July 2007
Product Code: R388-2377

Description

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.

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

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