Digital Media Buzz > Uncovering the Secrets to Successful Mobile Advertising

Uncovering the Secrets to Successful Mobile Advertising

By the Mobile Marketing Association

Mobile advertising is a rapidly growing sector providing brands, agencies and marketers the opportunity to connect with consumers beyond traditional and digital media directly on their mobile phones. This document is an overview on the mobile media channels available to advertisers today, including the benefits offered by each, and considerations to use in selecting and optimizing mobile advertising campaigns including logos, wallpapers or ringtones, onto their mobile phones.

The mobile phone is an extremely personal device. One mobile phone typically has one unique user. This makes the mobile phone a precisely targeted communication channel, where users are highly engaged with content. As a result, the mobile channel delivers excellent campaign effectiveness and response levels compared to other media.

When designing a mobile advertising campaign, there are multiple channels available to reach the consumer. Those include mobile websites, mobile applications, mobile messaging and mobile video, all of which can be integrated into the interactive campaigns previously described. Each channel can link to additional mobile content or channels, as well as to complementing traditional media. Mobile provides a powerful instant and interactive response path, such as consumers sending a keyword to a short code via SMS, or registering on a mobile website.

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