* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Mobile Advertising
Social media marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Atheist Bus Campaign wikipedia , lookup
Aerial advertising wikipedia , lookup
Advertising campaign wikipedia , lookup
GEICO advertising campaigns wikipedia , lookup
Television advertisement wikipedia , lookup
Advertising management wikipedia , lookup
Alcohol advertising wikipedia , lookup
Advertising to children wikipedia , lookup
Radio advertisement wikipedia , lookup
Criticism of advertising wikipedia , lookup
Banner blindness wikipedia , lookup
Mobile marketing wikipedia , lookup
False advertising wikipedia , lookup
Targeted advertising wikipedia , lookup
Racial stereotyping in advertising wikipedia , lookup
Mobile Advertising Users of smartphones and tablets now account for around 10% of internet traffic, and this is an audience that advertisers are keen to tap into. Mobile advertising is set to boom in the coming years as a proper infrastructure for the industry develops. Challenges Mobile advertising has yet to develop fully as a market in its own right, independent of online advertising. The techniques used for online marketing are often unsuitable for the smaller screen on a handheld device, and mobile specific ads will play an important role in industry growth. There is a key difference between online advertising and mobile advertising – that most users of a smartphone carry it with them throughout their day; offering advertisers the chance to serve real-time localised adverts based on the user’s exact whereabouts. The development of this technology could lead to a host of different opportunities, and significantly increase the marketplace. Advertising Techniques Although mobile specific advertising is expected to grow quickly, most of the techniques currently in use are adopted directly from online advertising. Search ads – Much the same as online, search ads are the most popular form of advertising, with some ads including a button which allows the user to call a company directly on their smartphone. Takeover ads – These ads briefly take over the full screen of the smartphone. They have seen some success when used in apps, in-between pages or levels. Banner ads – Are still used both online and in mobile advertising, but may be less effective on mobiles due to the smaller screen. Content ads – Designed to overcome ‘ad blindness’ in users, some marketers have begun inserting ads into newsfeeds and digital conversations. Facebook and Twitter are examples of this type of advertising. Geo-targeting When fully developed for smartphones, geo-targeting will be crucial to mobile advertising. Mobile operators do not currently share data with third parties; this prevents mobile ad networks from accessing a user’s location over a 2G or 3G network, and instead they must rely on location-based data from IP addresses over WiFi, and users ‘checking in’ to geosocial service. As the availability of reliable data increases, new advertising business models will develop based on geo-location. If a user’s location is known, ads can be served which are specific to their surrounding area. Shops and restaurants for example, could use this type of advertising to directly affect footfall. Other innovations have seen voucher schemes, which will prompt a user with local offers based on where they are. With consumers interacting with smartphones whilst on the move more and more, geo-targeting opens up a new niche in advertising.