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Mobile
Advertising - Table of Contents
From Cautious Optimism to Contextual Nirvana
Chapters
1.
History of Advertising
Learning lessons from the past is
important—hence Chapter 1. As new technologies have
driven new media, it has always taken awhile for the
technologists and advertisers to understand each other. In
putting mobile advertising into a basic historical
framework, we hope to show that the basic objective of
getting people’s attention and trying to influence their
behavior has not changed. All that ever changes is the
way the objective can be reached.
2.
A Perspective from the World of Web Advertising
In Chapter 2, we look at the powerful
dynamics that the Internet drove around digital advertising
and consumer control, and their overall impacts to the world
of media and advertising. There were critical tipping points
on the Internet that helped large-scale digital advertising
become possible. The advent of a true digital age, as
defined and driven by the Internet, is a powerful, positive,
undercurrent for the eventual success of mobile media and
advertising. We begin to lay out a baseline of how mobile
advertising is affected by these dynamics and how we can
leverage them.
3.
A Five Points Framework
Once the world moves to digital media, a
whole new set of metrics can be applied. In Chapter 3,
we cover the measurement effects of the powerful new
baseline shift toward digital that was put in place by the
Internet advertising ecosystems. With this powerful paradigm
shift comes media audience fragmentation. And new media rock
stars, the analytics geeks. We have a new benefit of mobile
interactivity being rolled out and combined with the new
consumer paradigms of engagement and viral media sharing and
have come up with a five-points measurement paradigm for
reach, targeting, engagement, viral effects, and
transactions.
4.
Introduction to Mobile Advertising
In Chapter 4, we discuss the basics
of mobile advertising and dive into what is working today in
the world of mobile advertising. Mobile has some unique
aspects and differentiators as a media platform versus other
media. Mobile phones are high volume, personal fashion
statements. They are always carried and always on, unlike
computers. They enable unique user input experiences of
cameras and voice, and they have built-in payment
mechanisms. In theory, these have powerful enabling effects
for mobile media and advertising, but we are not yet fully
realizing them. Throughout this chapter, we begin to lay out
a fabric of underlying issues as well.
5.
Challenges And Accelerators for Mobile Advertising
The major structural issues and mobile
market accelerators are discussed in Chapter 5. All
is not the glossy, hype-happy smiley picture painted in many
analyst or industry media reports around mobile advertising.
There are some major, perhaps irreversible, structural flaws
in the way of campaigns getting from experimental budgets of
$50,000 to over a million and running many of those in
parallel. The potential is huge, and the mobile-specific
accelerators are massive, but the realities are complex,
confusing, and sometimes involve head-popping implementation
and measurements or metrics problems. Despite these issues,
mobile presents some amazing accelerators. To get to these
accelerators, we need to remove major barriers and hurdles.
6.
Mobile Advertising Models
In Chapter 6, we cover the various
business model shifts that have to happen in mobile media to
get to massive consumer usage scales. These eyeballs will
then be the base for attractive advertising to major brands.
When it all comes in right as a model, a consumer value
proposition, and a revenue generator—it can be massive in
its impact.
7.
Case Studies from Around the World
Mobile advertising is geographically complex
and looks very different in many regions of the world. In
Chapter 7, we provide several case studies discussing
facets of mobile advertising such as user experience, and
off- and on-deck. The studies include companies from the
United States, China, Japan, South Korea, and India,. We
hope these examples give you a good sense of the potential
and creative and technical elements of various campaigns.
8.
Technology: The Lifeblood of Digital Advertising
Technology is the lifeblood of digital
advertising. In Chapter 8, we delve deep into the
technology issues that need to be resolved and the processes
that will need to be put in place to kick-start the
industry. We discuss the opportunities available to
entrepreneurs, operators, and other players in the industry
who will innovate and solve some of the thorny technical
problems.
9.
Mobile Advertising - What Comes Next?
In Chapter 9, we take a look at “a
day in the life of” consumers—what will their advertising
experience be like in the future? We also discuss the major
trends that will have a significant impact on the business
of mobile advertising. The convergence of “three screens”
and the “always-on” era is upon us and their role in
changing the user experience will be profound. A focus on
youth will continue to drive advertisers to use the new
mediums creatively. We also discuss the tensions in the
ecosystem and how they might evolve in the next few years.
10.
Perspectives
Over the course of this project, we had the good fortune to
confer with
the key movers and shakers in the industry. Some of the
top-notch
executives also contributed to the project. Chapter 10
complements our
work with thirteen thought-provoking pieces from some of the
most
brilliant minds in this emerging industry. The reader can gain
insights
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.
11.
Conclusions and Recommendations
This book is about the journey of the mobile
advertising industry from the phase of cautious optimism
to the transcendental state of contextual nirvana.
This medium provides context, immediacy, and personalization
like no other. In Chapter 11, we summarize our
thoughts with a review of the text as well as offer
recommendations for key constituents of the value chain.
Copyright, 2008. Mobile Advertising. John Wiley & Sons.
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