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Mobile Advertising—Supercharge Your Brand in the Exploding Wireless Market

 

Mobile Advertising – Supercharge Your Brand in the Exploding Wireless Market
Chetan Sharma, Joe Herzog, and Victor Melfi
John Wiley & Sons
432 pages, Feb 2008

Mobile advertising is the stuff of which great cocktail party conversations are made. Some research houses are telling us to expect a $12 billion market by 2011. There’s plenty of buzz surrounding mobile advertising. The next step is transforming that buzz into real business.

Mobile Advertising—Supercharge Your Brand in the Exploding Wireless Market is about assessing the market opportunity and understanding its challenges and issues so as to make money and create long- term value with mobile advertising. We’re convinced there’s a market here but developing it to its full potential won’t be easy. It never is.
The first comprehensive guide to this nascent industry, Mobile Advertising is perfect for anyone on the technical or marketing side of the mobile advertising equation. Drawing on years of experience from three industry veterans, key insights from top movers and shakers, and detailed case studies from around the world, this is an ideal resource for getting the most out of mobile advertising.
Topics covered in the book are:
·         Development and history of mobile advertising
·         Effects of the Internet and consumer control
·         Metrics and measurements for advertising success
·         Complexities, structural deficiencies, and barriers
·         Business models for successful implementation
·         Case studies covering current practice around the world
·         Technology problems and practical solutions
·         The consumer experience and the future of mobile advertising
The book also has 13 thought-provoking opinion pieces from executives at Ogilvy, Microsoft, Nokia, Qualcomm, Rhythm New Media, Reliance Infocomm, Yahoo!, Nielsen Mobile, Diageo, Vodafone, Mobile Marketing Association )MMA), Disney, and MTV Networks.
Chetan Sharma is President of Chetan Sharma Consulting and a leading strategist and advisor to influential technology brands worldwide. Joe Herzog is Senior Director of Local Search Products at Infospace, Inc., a leading mobile search, media, and technology company. Victor Melfi is Chief Strategy Officer at Voicebox Technologies and an expert in technology strategy, direct marketing, and advertising.
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Mobile Advertising & Marketing Report by BERG INSIGHT

 

Mobile Advertising & Marketing Report by BERG INSIGHT

 

Wireless Analyst firm Berg Insight just released a new report on Mobile Advertising and Marketing in Europe and North America. This strategic research report provides you with 120 pages of unique business intelligence and expert commentary on which to base your business decisions. Who will be the real winners in the mobile advertising race? As digital channels transform advertising, the mobile handset is becoming increasingly attractive for individualised marketing. As an MMA member you are entitled to a 15 percent discount on the report when mailing in your order to [email protected] . The report has three different formats and you find more information about this and pricing in the brochure.
 
This report answers the following questions:
  • What changes in the mobile industry and end-user behaviour are required before mobile advertising can become a multi-billion euro market?
  • How are Google, Microsoft, Nokia and Yahoo positioning themselves to become leading mobile advertising networks?
  • Who are the remaining independent mobile advertising providers and aggregators following the recent merger and acquisition spree?
  • How are the traditional players in the advertising industry approaching the mobile channel?
  • What are the initial experiences from mobile marketing campaigns?
  • Which advertising formats will become most successful in the mobile environment?
  • How is the ad-based revenue model going to impact mobile search, location-based services and social networking communities?
  • What long-term effects will the rise of mobile advertising have on the telecom industry?

MMA Discount
The report, Mobile Advertising & Marketing by BERG INSIGHT is available at a 15% discount to MMA Members.  Please contact Johan Fagerberg at [email protected] to order report.
  
Please click go to http://www.mmaglobal.com/productsheet.pdf to view the product sheet.




 

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El Periodico de la Publicidad

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ElPublicista

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Anuncios Publications

 

 

 

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Message Plus Consumer Research (sponsored messaging) (LogicaCMG)





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LogicaCMG

March 2007





To view this complete research, please click HERE.

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Consumer Advertising (Harris Interactive & Enpocket)



   


Consumer Advertising
Submitted by:  Harris Interactive & Enpocket





To view the complete Consumer Advertising Research, please click HERE.

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Zoove Corp. Releases Mobile Marketing Study (Zoove)




Zoove Corp. Releases Mobile Marketing Study
Results Call for Changes in Mobile Marketing Campaigns

Mediamark Research (MRI) and Zoove Corp. released the results of a new Mobile Marketing Consumer Study examining the public’s awareness of - and ability to respond to mobile marketing campaigns using different response mechanisms including short message service (SMS) short codes and StarStar™ Dialing. 


Results of the study show that three years after the introduction of SMS short codes, only 47 percent of adult consumers know how to use it.  Alternatively, 91 percent of adults found it easy to respond to mobile marketing campaigns using StarStar Dialing and 82 percent of participants preferred StarStar Dialing over SMS short codes.

To view the complete report, please click HERE.

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NPD Group: Bluetooth Capable Phones

Source:  NPD Group

Bluetooth Capable Devices

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Oneupweb: Mobile Search and its Implications for Search Engine Marketing



Oneupweb: Mobile Search and its Implications for Search Engine Marketing

Modern marketing strategy has closely followed the development of three “screens”: television, the personal computer and now, mobile phones. Search engine marketing and optimization have helped marketers capitalize on personal computers. Now, those same marketers hope to apply similar strategies to mobile devices--mobile phones, personal data assistants (PDA) and BlackBerries (combinations of mobile phones and PDAs).

To view the paper in its entirety, please click HERE.

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Public Research

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