Mobile devices such as Smartphone’s
& Tablets are seeing rapid adoption rate globally. With consumers carrying
the mobile devices along for the majority of the time, it has become the most
efficient medium to reach larger number of consumers with advertisements &
promotions. Mobile advertising platform & technology allow advertisers to
use advance targeting technologies to reach the desired consumers of
differential characteristics & criteria.
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The extensive measurability is
further driving the mobile advertising market globally. It is probable that
advertisers and media industry will increasingly take account of a bigger and
fast-growing mobile market, though it remains at around 1% of global
advertising spent. Mobile media is evolving rapidly and while mobile phones
will continue to be the mainstay, it is clear that mobile phones will
strengthen.
In some markets, this type of
advertising is most commonly seen as a Mobile Web Banner (top of page) or
Mobile Web Poster (bottom of page banner), while in others, it is dominated by
SMS advertising (which has been estimated at over 90% of mobile marketing
revenue worldwide). Other forms include MMS advertising, advertising within
mobile games and mobile videos, during mobile TV receipt, full-screen
interstitials, which appear while a requested item of mobile content or mobile
web page is loading up, and audio advertisements that can take the form of a
jingle before a voicemail recording, or an audio recording played while
interacting with a telephone-based service such as movie ticketing or directory
assistance.
The transition in mobile advertising
market has occurred due to advanced features in the mobile handsets, smart
phones such as voice, SMS, MMS, content, commerce, email, mobile Web,
applications, photography, video, location, games, maps, search and flashlight.
Various different brands such as Pepsi, Heineken, Coca-Cola, Miller Coors, KFC,
McDonald’s, Papa John’s, Domino’s Pizza, Burger King, Chipotle, Gap, Levi
Strauss, Steve Madden, Procter & Gamble, Unilever, Crate & Barrel,
Wal-Mart, Target, Best Buy are all spending millions behind mobile advertising
campaigns and programs that tie in with promotions and other multichannel
efforts. Mobile commerce will take off in few years due to the robust growth of
commerce in business.
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