Item description for Introduction to Mobile Advertising, How to Setup, Create and Manage Ads for Mobile Telephones by Lawrence Harte...
This book 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. In 2007, mobile advertising network AdMob.com was already delivering 1.5 billion mobile ads per month! 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. As with Internet advertising, many people already receive mobile ads but are unaware they have received (and may have responded to) mobile ads. Many mobile ads are small banners and/or text links that share a screen that the user has selected (such as a local movie directory). The types of mobile ads range from fairly simple text links to interactive software programs. Mobile ads have response types that range from text link clicks to launching new software applications. Mobile ad targeting can be performed by using mobile communication channel types that can include mobile communities, download sites, entertainment applications, information services, and specialty portals. The type of mobile ad and the way it operates varies based on the mobile device capabilities. These capabilities include display, media processing, limited amount of memory, and input control functionality. As a result, some guidelines have been created to help ensure the user s experience with mobile ads is reliable and acceptable. Different types of services including short text (SMS), multimedia messages (MMS), WAP, xHTML, or packet data connections may deliver advertising messages. Some of the most important topics featured include: - Types of Mobile Ads - Mobile Ad Networks - Economics of Mobile Advertising - How to Create Mobile Ads - Mobile Ad Placement - Measuring Mobile Ad Performance - Interactive Mobile Ads - Mobile Web Portals - Market Segments for Mobile Ads - Mobile Ad Guidelines
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Est. Packaging Dimensions: Length: 9" Width: 7.3" Height: 0.4" Weight: 0.3 lbs.
Release Date Jan 11, 2008
Publisher Althos Publishing
ISBN 1932813438 ISBN13 9781932813432
Availability 0 units.
More About Lawrence Harte
Lawrence Harte is president of APDG, a telecommunications consulting firm. He was an editor of the TIA TR45.3 digital cellular standard, and is author of more than 75 articles and several books on telecommunications, including GSM Superphones, Delivering xDSL, and CDMA IS-95 for Cellular and PCS. He is based in Fuquay, North Carolina.
Reviews - What do customers think about Introduction to Mobile Advertising, How to Setup, Create and Manage Ads for Mobile Telephones?
OK for backbbone overview Sep 18, 2008
but don't expect to create any mobile advertisements after reading over. Upon a cursory glance (my first impressions were how thin and parse in material the book is) it will give you an OK idea of how the industry ticks, and possibly a guidelines to strategic your approach, but NO useful information on content creation.
My personal feedback on reading this book Jul 7, 2008
Not usefull at all. Not at all a value for money. It is too generic and short.
Excellent and to the point Feb 7, 2008
If you are looking for a book about mobile advertising that gets to the point, get this book. It covers the different ways to advertise including portal pages and mobile search.