"This is a remarkably insightful book, and I strongly recommend it to anyone who needs to really understand the role of the mobile platform in advertising."
—Ron Elgin, Chairman and CEO, DDB Worldwide Communications Group
"The authors of this book have prepared a blueprint to exploit the global opportunity of mobile advertising. The book is practical, 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 both advertising buyers and sellers, but Mobile Advertising is a wonderful primer on the mobile landscape and advertising opportunity from both perspectives. Its completeness and clarity makes it an essential resource for any company or person looking to help 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... Mobile Advertising gives us a map of this powerful emerging platform."
—Larry Weber, Chairman, W2 Group, and author of Marketing to the Social Web
"If you believe the future is wireless, then this book is a guide to that future. Simple, fact-filled, and astute."
—Om Malik, founder, GigaOM
"Today's youth spends more than fifteen hours per day with their phones. One can imagine what a tremendous business opportunity mobile advertising is. The authors of this book explore the critical aspects of this opportunity with analytic rigor, in-depth analysis, and practical insights. I strongly recommend it for anyone involved in the mobile and advertising industries."
—Dr. Yasuhisa Nakamura, Executive Director, NTT DoCoMo, and coauthor of Wireless Data Services
From the Inside Flap
There's plenty of buzz surrounding mobile advertising. The next step is transforming that buzz into real business. Mobile Advertising 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 the full potential of mobile advertising.
Despite the excitement about mobile advertising,there are significant obstacles to overcome beforethe medium can become truly meaningful. Here, you'll find a detailed and honest analysis of the hurdles that remain, as well as perspectives on managing and solving them. The authors address direct response promotions and advertisements; search advertising and its pricing and auction derivatives; and brand-based campaigning. While there's work to be done, 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, Mobile Advertising is perfect for anyone on the technical or marketing side of the mobile advertising equation. Drawing on years of experience from three industry veterans, key insights from top movers and shakers, and detailed case studies from around the world, this is an ideal resource for getting the most out of mobile advertising.