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Overview

Published - September 2007

It is vital for operators, handset manufacturers, content providers, advertisers and marketers to fully understand the potential that mobile advertising holds. For mobile operators and handset manufacturers, mobile advertising could provide an additional source of revenue. Because it enables market segmentation to an unprecedented level of detail, mobile advertising could allow advertisers to carry out much more highly targeted advertising campaigns than have traditionally been possible. Mobile advertising could – if implemented correctly – provide consumers with advertisements tailored to their interests, as well as extra services and content at little or no cost. Mobile advertising has the potential to benefit all parties concerned, but those who move first stand to gain the most.

This report presents an overview of mobile advertising, identifies the value chains involved and explains how operators can avoid disintermediation and maximise their share of total mobile advertising revenue. The report show how effective mobile advertising strategies can be implemented in a way that would benefit operators, advertisers and consumers alike.

Key Questions Answered

- Where does mobile advertising fit within the larger context of advertising and marketing?
- What forms can mobile advertising take and which forms are most effective?
- How big a share of mobile advertising revenue can mobile operators expect to take?
- What are the timescales for implementing mobile advertising?
- How do the mobile and Internet advertising industries differ?
- Who benefits from a mobile advertising strategy?
- How can consumer privacy issues be addressed?
- How will the industry look five years from now?