If you thought your mobile phone was safe from the barrage of marketing messages from big advertisers, think again.
Advertising on mobile phones is primarily a new form of direct response advertising. It refers to advertisements sent to and presented on mobile devices such as mobile phones, personal digital assistants and other handheld devices. In general, advertising on mobile devices has great potential due to the very personal nature of the devices and fine-tuned targeting possibilities. Mobile advertising provides retailers with a complete and cost-effective channel through which to build customer relationships and drive sales.
With technologically advanced mobile phone services in Asia providing customers with data services such as SMS, MMS, video and mobile internet, games, downloads and mobile TV, mobile advertising can take advantage of the “third screen” (alongside the TV and the PC) to reach out to customers.
Advertising on mobile phones is primarily a new form of direct response advertising. Going beyond a more straightforward approach of inundating consumers with SMSes, more SMS-linked ads are encouraging interaction with mobile phone users, giving consumers the chance to actively respond - e.g. by answering a short quiz or expressing interest in an event to get a discount coupon via SMS.
Besides, mobile ads is also slowly seeping into the iPhone.
What is iPhone app ads?
For the most part, ads on iPhone apps seem to mimic the formats we’ve come to know via more traditional online browsing on PCs. A relatively non-intrusive banner typically shows up at the top or bottom of the open screen. They typically comprise clickable banner ads, which either link to an iPhone-optimized microsite, a Web page, or, even video, map or App Store integration.
The ads usually will be running on free iPhone apps as you can see from the example above. I personally think that's kind of crappy experience which drives many of us crazy as you have to click away from it to continue launching the app.
References:
Menayan, J 2008, "iPhone App Advertising", The YieldBuild Blog, viewed 22nd May 2011, http://blog.yieldbuild.com/2008/08/21/iphone-app-advertising/
Pfanner, E 2007, "Mobile phones are new frontier in advertising", The New York Times, viewed 22nd May 2011, http://www.nytimes.com/2007/03/11/technology/11iht-ad12.4870462.html
Reardon, M 2006, "Advertising seeps into the cell phone", CNET News, viewed 22 May 2011, http://news.cnet.com/Advertising-seeps-into-the-cell-phone/2100-1039_3-6115617.html
Image Source : Screenshot from my iPhone 4, 22 May 2011
Advertising on mobile phones is primarily a new form of direct response advertising. It refers to advertisements sent to and presented on mobile devices such as mobile phones, personal digital assistants and other handheld devices. In general, advertising on mobile devices has great potential due to the very personal nature of the devices and fine-tuned targeting possibilities. Mobile advertising provides retailers with a complete and cost-effective channel through which to build customer relationships and drive sales.
With technologically advanced mobile phone services in Asia providing customers with data services such as SMS, MMS, video and mobile internet, games, downloads and mobile TV, mobile advertising can take advantage of the “third screen” (alongside the TV and the PC) to reach out to customers.
Advertising on mobile phones is primarily a new form of direct response advertising. Going beyond a more straightforward approach of inundating consumers with SMSes, more SMS-linked ads are encouraging interaction with mobile phone users, giving consumers the chance to actively respond - e.g. by answering a short quiz or expressing interest in an event to get a discount coupon via SMS.
Besides, mobile ads is also slowly seeping into the iPhone.
What is iPhone app ads?
For the most part, ads on iPhone apps seem to mimic the formats we’ve come to know via more traditional online browsing on PCs. A relatively non-intrusive banner typically shows up at the top or bottom of the open screen. They typically comprise clickable banner ads, which either link to an iPhone-optimized microsite, a Web page, or, even video, map or App Store integration.
The ads usually will be running on free iPhone apps as you can see from the example above. I personally think that's kind of crappy experience which drives many of us crazy as you have to click away from it to continue launching the app.
References:
Menayan, J 2008, "iPhone App Advertising", The YieldBuild Blog, viewed 22nd May 2011, http://blog.yieldbuild.com/2008/08/21/iphone-app-advertising/
Pfanner, E 2007, "Mobile phones are new frontier in advertising", The New York Times, viewed 22nd May 2011, http://www.nytimes.com/2007/03/11/technology/11iht-ad12.4870462.html
Reardon, M 2006, "Advertising seeps into the cell phone", CNET News, viewed 22 May 2011, http://news.cnet.com/Advertising-seeps-into-the-cell-phone/2100-1039_3-6115617.html
Image Source : Screenshot from my iPhone 4, 22 May 2011
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