Mobile Advertising

The gamut of mobile advertising encompasses the following formats/capabilities:

  • Mobile Web: Short Message Service (SMS) tagline, mobile web banner (top of page), mobile web poster (bottom of page banner), rich media mobile ads.
  • Multimedia Messaging Service (MMS), ads within mobile games and mobile videos.
  • Interstitials, which appear while requested content is loading, audios that can take the form of a jingle before a voice recording, or an audio ad played while interacting with an Interactive Voice Response (IVR) service.
  • Ads that use the phone’s utilities such as vibrations and camera.
  • Campaigns that provide interactive experiences.
  • Location sensing capabilities make it feasible for ads to offer consumers what they need, when they need it, and where they need it.

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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