The gamut of mobile advertising encompasses the following formats/capabilities:
Due to the numerous advantages it has over other devices, mobile proffers tremendous potential. Mobile phones are the only devices that people usually carry wherever they go. As marketers make better use of the phone’s location sensing capabilities, they could influence people at the point and time of purchase.
The penetration of mobile phones is also far greater than that for other digital media devices. Globally it is estimated that there are 6.8 billion mobile phone subscriptions, which translates to 97 subscriptions per 100 people (Source: International Telecommunication Union). Note, however, that penetration will be substantially less than 97% because many individuals have more than one subscription.
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