The Unofficial ZestADZ Publisher Blog

Description

This blog explains how to setup and manage mobile advertising marketing programs. Mobile advertising is the communication of messages or media content to one or more potential customers who use mobile devices. According to strategy analytics, the mobile advertising industry will reach $14.4 billion in 2011.

Mobile advertising is different than other forms of media advertising. Ads can be targeted to very specific types of users, triggered to display at specific times, and have several new real-time interactive options. As a result, mobile ads have a much higher value than other types of advertising. Mobile ad click through rates of 3% to 4% are not uncommon.

Mobile Advertising Operation

This figure shows how a mobile advertising system can work. In this example, a company creates and submits a small banner ad to a mobile advertising network and selects location, time and category as the ad promotion criteria. The mobile advertising network submits these ads to multiple mobile networks and keeps track of the transmission, selection and response to these ads. The mobile system operators review the capabilities of the mobile devices in their network to determine which devices can receive and respond to mobile ads.

Moible Advertising Network

This figure shows how a mobile advertising network can operate. The mobile ad network receives and reviews mobile ads from content providers or mobile agencies along with the ad campaign name and criteria. If the ads conform to the required guidelines and are approved, the mobile ad network can forward these ads to mobile carriers that have been defined by the mobile ad campaign. The mobile carrier or their portal operators receives and delivers the ads to the appropriate channels and report the status of ad delivery to the mobile ad network. The mobile ad network uses this information to produce marketing reports to the advertiser and to calculate their mobile advertising costs.

Location Based Advertising

This figure shows how a location based search is the entry of the word “pizza” into a mobile telephone search engine which is combined with the location of the mobile telephone to identify Pizza restaurants that are near the mobile telephone. This example shows that some of the listings include coupons that can be used immediately at the restaurant.