Mobile Advertising

Mobile Advertising is one of the fastest growing (but also likely overly-hyped) advertising media.

Mobile Stats

   * The latest wave of post-iPhone smart phones have put mobile:
      - social networking
      - search
      - location based services 
      - gaming
      - video
     into the fast lanes of user adoption.
   * Data usage is up 39% in a year.
   * Over 70 million mobile customers have already used mobile search.
   * Over 40 million (more) surf the mobile Web. 

Specifications

While no leading Standards organization has emerged to date, the MMA and the IAB are currently becoming de facto bodies in their respective areas of mobile advertising and marketing.

• MMA Mobile Ad guidelines: http://www.mmaglobal.com/policies/global-mobile-advertising-guidelines
• IAB Mobile Ad guidance: http://www.iab.net/guidelines/508676/mobile_guidance

In addition, Google through its acquired Video (i.e. YouTube, On2, Omnisio, NextNewNetworks, Episodic, GreenParrotPictures, etc) and Ad expertise (i.e. DoubleClick, AdMob, AdScape, AdMeld, AppliedSemantics, Sprinks, dMarc, etc) has been an industry leader and trend setter as well in the area of mobile video ads.

• YouTube/Google - Guidelines & Specifications for Video Ads: http://support.google.com/adwords/bin/answer.py?hl=en&answer=1687448

Formats

Significant R&D and marketing budgets are still being placed on research, development and testing Mobile Ad formats. No formats have emerged as "de facto" standards or become widely used across the entire industry, but some of the most popular formats being tested include bottom and top display banners (i.e. fixed images of 320x240 mobile-landscape mode and 240x320 mobile-portrait mode, 640x480 tablet, etc) and early examples of mobile video ads. Responsive layout ad formats have increasingly been gaining traction as the way forward (rich ads that adjust to screen size and resolution on page load and expand/shrink based on orientation).

• Mobile Rising Stars Ad Units: http://www.iab.net/risingstarsmobile

Resources

• E-Marketer -- Total Mobile Ad-spend outpaces TV by $20 billion (2019): https://www.emarketer.com/content/mobile-trends-2019
• TrueView Video Ads: http://www.youtube.com/t/advertising_trueview

Tutorials

• The Mobile Advertising Ecosystem Explained: http://www.businessinsider.com/bii-report-the-mobile-advertising-ecosystem-explained-2012-12

External Links

• wikipedia: List of mobile advertising networks
• wikipedia: Mobile Marketing Assocation (commonly abberviated as MMA)
• The insider’s guide to mobile Web marketing in Japan: http://mobithinking.com/guide-mobile-Web-Japan
• Apple to bring iAd mobile ad platform to Japan: http://www.physorg.com/news/2010-11-apple-iad-mobile-ad-platform.html
• First Rapid Prototyping Platform FOR Evaluating Mobile Broadcast TV Advertising Models: http://www.3g.co.uk/PR/April2008/6003.htm
• Why paid search will never kill display advertising : http://www.imediaconnection.com/printpage/printpage.aspx?id=22641
• The Thing That Will Change Everything (in Mobile Ads): http://adcontrarian.blogspot.com/2009/04/thing-that-will-change-everything.html
• Mobile Advertising - what’s holding it back?: http://dilithiumvideo.com/mobile-advertising/
• The marketing opportunity of mobile social networking: http://www.imediaconnection.com/content/24901.asp
• The Campaign to Digitize Your Wallet Is Intensifying: http://www.nytimes.com/2012/08/10/technology/the-campaign-to-digitize-your-wallet-is-intensifying.html
• Marketers Take Mobile Ads for a Test Drive: http://www.businessweek.com/articles/2012-07-05/marketers-take-mobile-ads-for-a-test-drive
• The Growth of Mobile Marketing and Tagging: http://tag.microsoft.com/community/blog/t/the_growth_of_mobile_marketing_and_tagging.aspx
• The Future of Mobile Advertising: http://www.businessinsider.com/bii-report-the-future-of-mobile-advertising-2012-7
• The Future of Marketing: Your Face?: http://www.forbes.com/sites/singularity/2012/08/08/billboards-and-tvs-detect-your-face-and-juice-up-ads-tailored-just-for-you/
• YouTube Brings Its Skippable Video Ads To Mobile: http://techcrunch.com/2012/08/22/youtube-trueview-skippable-ads-mobile/
• Google TrueView In-Stream Takes AdWords for Video Mobile: http://www.reelseo.com/trueview-mobile-video-adwords/
• Top 10 Greatest U.S. Digital Media M&A Deals Of All Time: http://techcrunch.com/2011/10/15/top-10-greatest-u-s-digital-media-ma-deals-of-all-time/
• Video is killer app for mobile advertising: http://www.mobilemarketer.com/cms/news/video/6224.html
• Nuance launches mobile voice ads - Annoyance or gold mine?: http://www.zdnet.com/nuance-launches-mobile-voice-ads-annoyance-or-gold-mine-7000013344/
• Why Local-Mobile Marketing Is Exploding: http://www.businessinsider.com/local-mobile-marketing-exploding-2013-6
• Mobile Advertising Real-time bidding Ad Networks The New Mobile Advertising Ecosystem Explained: http://www.businessinsider.com/the-new-mobile-advertising-landscape-2013-11
• MMA-Global -- A Complete Guide to Mobile Marketing for 2014: http://www.mmaglobal.com/files/casestudies/TapSense-Ebook-Guide%20to%20Mobile%20Marketing%202014_0.pdf

See also

Mobile | Advertising