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Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market Hardcover – Mar 7 2008
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"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.See all Product Description
Most Helpful Customer Reviews on Amazon.com (beta)
Tomi T Ahonen
Author of 5 books on cellphones and convergence
Lecturing at Oxford University short courses on cellphones
I like how the book is organized. The way the presentation unfolds enhances my reading experience - I am interested to be reminded about all existing marketing channels. Even if you are a teacher of marketing or an experienced marketing professional, it is still good to review - even if one has to battle the temptation to exclaim "I know this!" - the history of marketing. And what this history is teaching us, or at least is making clearer for me, is this: it is hard (the change is usually revolutionary!) but possible (it is just growing a lot!) to predict the next turn in development of marketing.
March 1, 2008 article at [...] by Henry Blodget cites a poll of 1,979 adults surveyed online by [...] In this, claimed representative, sample of the US population:
* 48% said their primary source of news is the Internet (up 20% from only a year ago)
* 29% of Americans say their primary news source is TV
* 11% say it's radio
* 10% say it's newspapers
Whatever the statistics, here is a general trend: people, on average, spend more time on the Internet than with any other single media. Obviously, the ad budgets follow eyeballs of people (in 2007, the online portion of the total ad spend was estimated at 30%).
The shift of marketing to the Internet is truly revolutionary. Growth of the channel and its effectiveness are amazing. The speed is "7 percentage points of market share in a single year". Effectiveness is truly redefined - to paraphrase the famous quote of John Wanamaker, we now know which half of the advertising dollars is wasted. It became possible with the invention of online search advertising model that was introduced by Google. Ads became relevant and contextual; campaign planning became easier; campaign results fairer. What is even more important, in my view, is that marketing campaigns become measurable. Also note that the Internet combines all the features of the old media, to wit: video, audio, pictures, text. At the same time, there is something very new about this channel. It's also interactive.
Now think about this: in 2008 the Internet will be more frequently accessed on mobile phones than on PCs. In Japan and Korea, browsing is used by 90 percent of all cell phone users. There are 3 billion cell phone subscribers worldwide, three times the number of PC users, who stare on their phones at least daily. There are two times more people using SMS (TXT) than email.
What does it mean? It means that the potential is huge and that it has been building up for the last ten years, now reaching its tipping point. So what is awaiting us soon and how to capitalize on the opportunity?
Read! (I also have to finish the book!)
As an executive and consultant in the mobile marketing business, I especially liked their engaging tone and educational style which truly separates them from other books which spend too much time on the bits and bytes of mobile technology and fail to take on its complex commercial methods.
Mobile Advertising's extensive review of this developing and lucrative field will supercharge beginners understanding and even polish a professional's perspective.
Setting the stage with an evolution of the advertising business and how its convergence with mobile technology will transform marketing, they take the reader from baby steps to the most current uses and applications of mobile marketing including an entire chapter covering 20 case studies drawn from in-market company experiences around the world--well beyond the now 5 year old scenario of mobile coupon delivery as you walk past a Starbucks. That chapter is worth the cost of the book on its own if you want to learn about this business.
They demonstrate a full command of the complex ecosystem as reflected by their technical diagrams illuminating the magic of mobile, their illuminating business model analyses as well as comparative pricing methods and current levels for mobile advertising. These guys know all the buzz around mobile advertising and show the reader where the biz is. Very valuable for anyone interested in this new medium for mass advertising.
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