search query: @freeterm mobile / total: 3
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| Author: | Laszlo, J. |
| Title: | The new unwired world: an IAB status report on mobile advertsing |
| Journal: | Journal of Advertising Research
2009 : MARCH, VOL. 49:1 p. 27-43 |
| Index terms: | advertising internet USA future |
| Freeterms: | mobile pc targeting market challenges |
| Language: | eng |
| Abstract: | This paper will focus on mobile display advertising and examines this dynamic market as it stands during the summer 2008. It illustrates mobile advertising considerations and outlines advertising opportunities on mobile devices, from the perspective of established interactive advertising on the web. The study was made in the United States. The input for the study is from the Interactive Advertising Bureau Mobile Advertising committee, which consists of more than 100 agencies, advertisers, and media companies committed to making mobile a more efficient and effective platform. The findings of the study conclude the opportunities of mobile advertising into three categories that are driving response and brand relationship, delivering more personally and locationally relevant messages, and timing efforts to gain early experience in a dynamic and growing market. |
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