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What is Mobile advertising

Chapter 52
Handbook of Research in Mobile Business, Second Edition: Technical, Methodological and Social Perspectives
Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing.
Published in Chapter:
Case Studies in Mobile Business
Marco Garito (Digital Business, Italy)
Copyright: © 2009 |Pages: 10
DOI: 10.4018/978-1-60566-156-8.ch052
Abstract
Th first part of this chapter deals with various mobile business applications and initiatives taken from real-life companies of which successfully implemented their go-to-market strategy in the wireless world. The structure of this chapter can be summarized into three main areas. At the beginning, the current market situation for mobile environment is described through highlighting how decreasing revenue is forcing companies to quickly innovate their offering to cope with highly intensive competition, justifying such an assumption with the flexible and open value chain. The second part is covering the Lateral Marketing approach in its main points under a theoretical point of view. Eventually, some examples of mobile applications and services are provided to reinforce the validity and need of Lateral Marketing to build reliable and durable growth.
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Chapter 5
New Marketing Approaches and Consumer Trends in Line With Technological Developments
It is a multi-channel marketing strategy that helps marketers reach audiences via smartphones, tablets and other mobile devices. More consumers are using mobile devices. The use of mobile devices for activities other than communication is increasing.
Published in Chapter: New Marketing Approaches and Consumer Trends in Line With Technological Developments; From: Navigating the Shifting Landscape of Consumer Behavior
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Chapter 21
Digital Advertising Practices and its Impacts on Students: An Application in the Public and Private Universities in Turkey
Brands forward their direct marketing messages with different mobile settings and applications in order to provide their CRM, advertising and promotion.
Published in Chapter: Digital Advertising Practices and its Impacts on Students: An Application in the Public and Private Universities in Turkey; From: Handbook of Research on Effective Advertising Strategies in the Social Media Age
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Chapter 21
Emphasis on Design Principles in the Context of Communication Technologies in Mobile Advertising
The type of ad shown on web pages and apps that appear on mobile devices such as mobile phones or tablets.
Published in Chapter: Emphasis on Design Principles in the Context of Communication Technologies in Mobile Advertising; From: Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices
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Chapter 91
Real-Time Bidding Advertising: Challenges and Opportunities for Advertising Curriculum, Research, and Practice
An emerging form of new media advertising platforms that are delivered via consumers’ mobile devices such as mobile phones, smartphones, tablets, etc. The term is used as a sub-set of mobile marketing practices.
Published in Chapter: Real-Time Bidding Advertising: Challenges and Opportunities for Advertising Curriculum, Research, and Practice; From: Encyclopedia of E-Commerce Development, Implementation, and Management
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Chapter 1
Exploring Mobile Users' Daily Experiences in the United States and Taiwan: An Experience Sampling Method to Study Privacy Concerns in Location-Based Marketing Applications
An emerging platform of new digital media advertising formats that are delivered via mobile devices such as mobile phones, smartphones, tablets, or wearables, etc.
Published in Chapter: Exploring Mobile Users' Daily Experiences in the United States and Taiwan: An Experience Sampling Method to Study Privacy Concerns in Location-Based Marketing Applications; From: Privacy and Security Challenges in Location Aware Computing
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Chapter 16
The Impact of Gender and Age on Consumer Responsiveness to Permission-Based Mobile Advertising
A form of advertising that is communicated to the consumer/target via a mobile handset. Examples include mobile web banner and mobile web poster, full screen interstitials, SMS and MMS ads, mobile gaming ads and mobile video adds
Published in Chapter: The Impact of Gender and Age on Consumer Responsiveness to Permission-Based Mobile Advertising; From: Handbook of Research on Mobile Marketing Management
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Chapter 1
What Do Facebook Users Feel About Facebook Advertising?: Using an Experience Sampling Method (ESM) to Explore Their Digital Advertising Experiences
An emerging platform of new digital media advertising formats that are delivered via consumers’ mobile devices such as mobile phones, smartphones, tablets, etc.
Published in Chapter: What Do Facebook Users Feel About Facebook Advertising?: Using an Experience Sampling Method (ESM) to Explore Their Digital Advertising Experiences; From: Impacts of Online Advertising on Business Performance
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Chapter 6
Using Big Data to Understand Chinese Users' Intentions to Tap Through Mobile Advertisements
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Chapter 75
Mobile Communications / Mobile Marketing
branded messages paid for by an identified sponsor sent or displayed via mobile devices.
Published in Chapter: Mobile Communications / Mobile Marketing; From: Encyclopedia of E-Business Development and Management in the Global Economy
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Chapter 134
Social User Experience for Effective Mobile Advertising
A form of advertising that is communicated to the consumer/target via a handset. This type of advertising is most commonly seen as a Mobile Web Banner, Mobile Web Poster, and full screen interstitial, which appears while a requested mobile web page is ‘loading’.
Published in Chapter: Social User Experience for Effective Mobile Advertising; From: Encyclopedia of Information Science and Technology, Third Edition
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Chapter 13
Reaching Consensus About the Impact of Mobile Marketing Tools on Iberian Consumer Purchase Intention: A Delphi Study
The communication of advertising about products, services, and business information to consumers via mobile devices.
Published in Chapter: Reaching Consensus About the Impact of Mobile Marketing Tools on Iberian Consumer Purchase Intention: A Delphi Study; From: Contemporary Trends in Innovative Marketing Strategies
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Chapter 24
The Mobile Services Market: An Exploratory Analysis of Mobile Phone Usage by French Consumers
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Chapter 2
Reviewing Mobile Marketing Research to Date: Towards Ubiquitous Marketing
A paid form of context-sensitive personal communication from an identifiable source, designed to persuade the receiver to take some action, either in real time via the mobile device or in the future.
Published in Chapter: Reviewing Mobile Marketing Research to Date: Towards Ubiquitous Marketing; From: Handbook of Research on Mobile Marketing Management
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