Mobile advertising is a new advertising medium that allows users
to get more direct and personal to the target audience. Like other forms of digital
advertising (e.g. online advertising), mobile advertising allows the advertiser to
target and customise their advertising and campaigns to tailor the target user(s).
With the increasing number of mobile phone users and digital budgets with the inceasing
usage and availity of 3G mobile phone networks, it would be the next logical step for
advertisers to take advantage of the direct channels to end users. Spot Mobile offers
different technologies and platforms for advertisers to leverage off for brand promotion.
Wikipedia - http://en.wikipedia.org/wiki/Mobile_advertising
Mobile advertising eco-system
The mobile advertising eco-system (or value chain) is how stakeholders
(advertisers, ad networks, content providers, mobile carriers, consumers) are structured
within mobile advertising process. See the diagram below for an example of how the Spot
Media Group and its companies fit within the mobile advertising eco-system (Note: Australian mobile carriers are listed in this example).
Figure 1: The mobile advertising eco-system diagram.
Source: Mobile Advertising in a .mobi World. © 2007. dotMobi Advisory Group.
- Advertisers: The brand that wishes to initiate mobile marketing campaigns to promote their products & services.
- Advertising Networks: Connect the content providers (who want to display advertising) with the advertisers (who wish to conduct mobile advertising / mobile marketing campaigns).
- Content Providers: Also known as publishers. Provide (mobile) mediums for advertising to be dispersed.
- Mobile Carriers: The mobile phone carriers that facilitate the advertising distribution and enable mobile network access for the consumers.
- Consumers / End Users: Targeted end-users that the advertisers aim to promote their products & services to.
- Consumers can receive advertising via off deck or on deck mobile technologies.
The following stateholders add value to mobile advertising eco-system and can define the difference to an effective mobile advertising campaign.
- Agencies: Facilitate and strategise the marketing relationship between the advertiser and other stakeholders in the mobile eco-system.
- Advertising Servers: Advertising technology providers that offer platforms to serve mobile advertising content.
- Content Enablers: Enable the creation and publishing of mobile destination portals and WAP landing pages (that are generally 'called' from the advertising).