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"The authors of this book have prepared a blueprint to exploitthe global opportunity of mobile advertising. The book ispractical, clearly written, and very detailed."
—Dr. Young-Chu Cho, President and CEO, KTF, and board member,GSM Association
"Very rarely do books like this offer equal value to bothadvertising buyers and sellers, but Mobile Advertising is awonderful primer on the mobile landscape and advertisingopportunity from both perspectives. Its completeness and claritymakes it an essential resource for any company or person looking tohelp pioneer or participate in this emerging category."
—Chamath Palihapitiya, Vice President, Facebook
"As mobile emerges as the last true individual 'channel,'understanding where the marketer fits will be critical... MobileAdvertising gives us a map of this powerful emergingplatform."
—Larry Weber, Chairman, W2 Group, and author of Marketing tothe Social Web
"If you believe the future is wireless, then this book is aguide to that future. Simple, fact-filled, and astute."
—Om Malik, founder, GigaOM
"Today's youth spends more than fifteen hours per day with theirphones. One can imagine what a tremendous business opportunitymobile advertising is. The authors of this book explore thecritical aspects of this opportunity with analytic rigor, in-depthanalysis, and practical insights. I strongly recommend it foranyone involved in the mobile and advertising industries."
—Dr. Yasuhisa Nakamura, Executive Director, NTT DoCoMo, andcoauthor of Wireless Data Services
There's plenty of buzz surrounding mobile advertising. The nextstep is transforming that buzz into real business. MobileAdvertising helps do that by covering the conceptual, analytical,and practical applications of mobile advertising, giving marketers,service providers, and investors in-depth guidance on tapping thefull potential of mobile advertising.
Despite the excitement about mobile advertising,there aresignificant obstacles to overcome beforethe medium can become trulymeaningful. Here, you'll find a detailed and honest analysis of thehurdles that remain, as well as perspectives on managing andsolving them. The authors address direct response promotions andadvertisements; search advertising and its pricing and auctionderivatives; and brand-based campaigning. While there's work to bedone, the authors remain bullish on the opportunity.
Other topics include:
Development and history of mobile advertising
Effects of the Internet and consumer control
Metrics and measurements for advertising success
Complexities, structural deficiencies, and barriers
Business models for successful implementation
Case studies covering current practice around the world
Technology problems and practical solutions
The consumer experience and the future of mobile advertising
Key insights from top executives in mobile advertising
The first comprehensive guide to this nascent industry, MobileAdvertising is perfect for anyone on the technical or marketingside of the mobile advertising equation. Drawing on years ofexperience from three industry veterans, key insights from topmovers and shakers, and detailed case studies from around theworld, this is an ideal resource for getting the most out of mobileadvertising.