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Mobile Advertising Overview JANUARY 2009 Mobile Advertising Overview Mobile Advertising Overview JANUARY 2009 Mobile Advertising Overview 1.0 Introduction..........................................................................................................01 2.0 Mobile Web.......................................................................................................... 02 2.1 Mobile Web Advertising Overview........................................................................ 02 2.2 How do I buy advertising on the Mobile Web?....................................................... 06 2.3 What results can I expect?................................................................................. 06 2.4 Scope of Advertising Guidelines.......................................................................... 06 3.0 Mobile Messaging.................................................................................................06 3.1 Mobile Messaging Overview............................................................................... 06 3.2 Mobile Messaging as an Advertising Medium....................................................... 06 3.3 Complete Messaging Advertising........................................................................ 10 3.4 Success Drivers................................................................................................ 10 3.5 How to Buy Advertising in Mobile Messaging........................................................ 10 3.6 Mobile Messaging Response Capabilities............................................................. 11 4.0 Mobile Applications............................................................................................... 11 4.1 Mobile Applications Overview..............................................................................11 4.2 Mobile Applications Categories............................................................................11 4.3 Mobile Applications as an Advertising Opportunity.................................................13 4.4 Mobile Application Advertising Addresses User’s Interests......................................16 4.5 Mobile Application Advertising Units.................................................................... 17 4.6 Mobile Application Ad Serving Considerations...................................................... 17 4.7 Mobile Application Advertising Response Capabilities............................................ 19 4.8 How to Buy Advertising in Mobile Applications...................................................... 20 4.9 Success Drivers................................................................................................ 20 4.10 Outlook and Next Steps.................................................................................... 20 5.0 Mobile Video and TV.............................................................................................. 20 5.1 Mobile Video and TV Overview.............................................................................20 5.2 Mobile Video and TV as an Advertising Medium.................................................... 21 5.3 How to Buy Advertising in Mobile Video and TV..................................................... 22 5.4 Success Drivers................................................................................................ 22 5.5 Interactive Ads.................................................................................................. 22 5.6 Mobile Ad Video Response Mechanisms and ROI.................................................. 22 6.0 Who We Are......................................................................................................... 23 7.0 References.......................................................................................................... 23 8.0 Contact Us........................................................................................................... 24 9.0 Glossary of Terms................................................................................................. 24 The materials found in this document are owned, held, or licensed by the Mobile Marketing Association and are available for personal, non-commercial, and educational use, provided that ownership of the materials is properly cited. Any commercial use of the materials, without the written permission of the Mobile Marketing Association, is strictly prohibited. Mobile Marketing Association Version 2.0 www.mmaglobal.com © 2009 Mobile Marketing Association • USA New York, New York Mobile Advertising Overview 1.0 Introduction • Click to download content (users download content, in- cluding logos, wallpapers or ring tones, onto their mobile Mobile advertising is a rapidly growing sector providing brands, phones) agencies and marketers the opportunity to connect with con- sumers beyond traditional and digital media directly on their • Click to enter branded Mobile Web site (users click a ban- mobile phones. This document is an overview on the mobile ner to get connected to standing or campaign-specific media channels available to advertisers today, including the ben- Mobile Web site) efits offered by each, and considerations to use in selecting and • Click to forward content (users forward relevant content optimizing mobile advertising campaigns to friends, creating a viral campaign effect) This document is adjunct to the MMA Mobile Advertising Guide- • Click to video (users click a banner to view an advertiser’s lines, which provide technical specifications, global formats, commercial for a product or service) guidelines and best practices for each mobile channel. The Mo- bile Advertising Guidelines can be located on the MMA Website • Click to vote (users reply message ballot or poll from their at http://www.mmaglobal.com/mobileadvertising.pdf. mobile phone and provide marketers and brands with Today, mobile phones can be utilized for much more than just valuable research insights) making and receiving calls. Besides voice services, mobile users When designing a mobile advertising campaign, there are mul- have access to data services such Short Message Service (SMS), tiple channels available to reach the consumer. Those include also known as text messaging, picture messaging, content down- Mobile Web sites, mobile applications, mobile messaging and loads and the Mobile Web. These media channels carry both mobile video, all of which can be integrated into the interactive content and advertising. campaigns previously described. Each channel can link to ad- The mobile phone is an extremely personal device. One mo- ditional mobile content or channels, as well as to complement- bile phone typically has one unique user. This makes the mo- ing traditional media. Mobile provides a powerful instant and bile phone a precisely targeted communication channel, where interactive response path, such as consumers sending a keyword users are highly engaged with content. As a result, the mobile to a short code via SMS, or registering on a Mobile Web site. channel delivers excellent campaign effectiveness and response levels compared to other media. Advertising Channel Description Mobile is valuable as a stand-alone medium for advertising, but Opportunities it’s also well suited for a vital role in fully integrated cross-media Mobile The Mobile Web is a channel for delivery of web Banner ads on Web content, which offers and formats content to Mobile Web sites campaign plans, including TV, print, radio, outdoor, cinema, on- users in awareness of the mobile context. The Text ads on Mobile line and direct mail. These examples illustrate the ways brands mobile context is characterized by the nature of Web sites and marketers use the mobile channel to engage and interact personal user information needs (e.g. updating Branded Mobile your blog, accessing travel information, receiving Web sites. with consumers: news update), constraints of mobile phones (i.e. • Click to call (users place an outgoing call to the content screen size, keypad input) and special capabilities Good for: (i.e. location, connection type such as 3G or Driving users to a provider or advertiser) WLAN) Mobile Web site Lead generation • Click to locate (users find, for example, the closest car dealer Direct sales or movie theatre, enabled by location-based services) Branding • Click to order brochure (users receive marketing materials Mobile Ap- Software or content that consumers download to Ad placement plications or find pre-installed on their mobile phone and within applications by supplying their postal addresses) then resides on the phone. Examples include (e.g., banners, • Click to enter competition (users enter text or sweepstake applications such as games, news readers and “splash” pages) lifestyle tools. Downloads are accessible only to Branded applica- to win prizes) consumers with appropriate mobile phones and tions. data plans. • Click to receive email (users receive an email and a link to Good for: online site by supplying their email address) Branding/CRM Driving users to a • Click to receive mobile coupon (users receive an elec- Mobile Web site tronic coupon on their mobile phone that can be re- deemed immediately at a participating merchant) • Click to buy (users make a purchase paid for with a credit card, added to their monthly mobile bill or using some other form of mobile payment) Mobile Marketing Association Version 2.0 www.mmaglobal.com Page 1 of 24 © 2009 Mobile Marketing Association • USA New York, New York Mobile Advertising Overview Mobile This category includes SMS and Multimedia Text ads (SMS, However,
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