Devices like the iPhone have made the mobile Internet a massively valuable new advertising medium, with a worldwide audience of 546 million consumers and 10 times higher brand awareness and 10 times higher click-through rates than online advertising. The mobile Internet is changing the face of advertising, and marketers must adapt to stay ahead of the competition. This White Paper is an introduction to mobile advertising and the key things marketers need to know to run successful mobile campaigns. What you'll learn: 1) The Basics: An introduction to mobile advertising; 2) Who you can reach: Demographics and statistics; 3) Spotlight on the iPhone: What it means for marketers; 4) Results you can expect with mobile advertising; 5) Case studies: Examples of Brand and Performance mobile campaigns; 6) What you need to know to extend your campaigns to mobile.
The Mobile Advertising
Opportunity: 10 Times
Better Results than Online
The Opportunity 1 With worldwide reach of more than 500 The Basics: What Is Mobile Advertising? million consumers and 10 times higher brand 1 awareness and click-through rates than online Who Can I Reach with Mobile? advertising, mobile advertising has become a 3 critical component of marketing campaigns. What Results Can I Expect? 3 The OpportunityMobile Campaign Example: Moreover, mobile advertising offers a Brand Advertiser key, unique benefit to marketers: the 5 The mobile phone has arrived as a mobile phone is the only device that mainstream advertising medium is almost always with the consumer. Mobile Campaign Example: - and it works. Both Brand and It offers unparalleled access to the Performance Advertiser Performance advertisers are finding consumer throughout the day, 6 that mobile advertising offers including during purchasing decisions, Starting Your Mobile Campaign substantially better results than when the mobile Web is frequently 7 traditional online advertising. used to research reviews and prices.
What to Look for In a Mobile phones are rapidly becoming The mobile Web is changing the face Mobile Ad Network 7 central to consumers' lives. Devices like of marketing, and marketers must the iPhone have made it commonplace adapt to stay ahead of the competition. Spotlight on the iPhone for consumers to access the mobile This white paper is an introduction 9 Web - websites that can be viewed to mobile advertising and the key on mobile phones and other mobile things marketers need to know to iPhone Apps 9 devices - to read news, check the run successful mobile campaigns. weather, learn about products, play About AdMob games, access social networking sites, The Basics: What Is 10 get directions, listen to music, and Mobile Advertising?watch video. The rapid growth of this Get Started 10 activity provides marketers with a Mobile advertising provides the valuable new advertising medium. means to reach consumers as
1The Mobile Advertising Opportunity: 10 Times Better Results than Online
they surf the Internet using their information is sent to the consumer's mobile phones. Figures 1 and 2 phone. It covers only the mobile Web, depict mobile advertisements. a "pull" medium in which consumers actively request brand or product Ad types: information by clicking on ads. Banners and text links, as shown in Figures 1 and 2, are the basic ad units Landing pages:in mobile advertising. Some mobile What happens when a consumer advertising companies are developing clicks on an ad? Generally, they ads with more sophisticated capabilities are taken to the advertiser's mobile for next-generation devices like the landing page, which is a simple mobile iPhone. For example, a "Canvas" Web site designed to accomplish the ad, when clicked on by a consumer, advertiser's goals. Common landing expands to fill the entire screen, giving page elements include brand and the marketer more space to work with. product information, photos, video, special offers, lead generation forms, This white paper does not cover SMS registration forms, and click-to-call text message advertising, a "push" links (when clicked, the consumer's medium in which brand or product phone calls the advertiser).
Figure 1: In this example, consumers browsing the CBS News mobile Web site Figure 2: In this example, consumers browsing the TV Guide mobile Web site are shown a banner advertisement for Jaguar. are shown a text link advertisement for Adidas ringtones.
2The Mobile Advertising Opportunity: 10 Times Better Results than Online
2Pricing models: to market research firm Nielsen . As with traditional online advertising, This rapid growth will continue as mobile advertisements are typically consumers adopt increasingly common sold on a CPM (Cost Per Thousand Web-enabled mobile phones and Impressions) or CPC (Cost Per Click) unlimited data plan subscriptions. basis, depending on the advertiser's goals and preferred ad type. Who are these consumers? As Figure 3 shows, mobile Web users are not a Who Can I Reach niche group. In fact, the demographics with Mobile? represented by mobile Web users closely resemble the demographic The mobile Web provides a massive, makeup of the United States overall. fast-growing, and diverse audience. According to market research firm What Results ... [download for more]
