Mobile advertising has several strengths over other advertising mediums: it can deliver targeted messages to users via their mobile phones. The document outlines five strengths: using multiple channels to reach users; leveraging user data for targeting; using incentives to motivate users; enabling interactive responses; and triggering messages in real-time. It then provides examples of successful mobile marketing campaigns and discusses challenges like privacy, legal issues, relevance, spam, and metrics that mobile operators face. Overall, the document argues that mobile advertising is an effective marketing medium when done properly while addressing users' concerns.

1. SOLD ON MOBILE MARKETING: EFFECTIVE
WIRELESS CARRIER MOBILE ADVERTISING AND
HOW TO MAKE IT EVEN MORE SO
Guy Yaniv
...mobile advertising can stake a claim to
Abstract: deliver what no other medium can: the right
The mobile environment provides the most dynamic,
effective and personal medium for marketing. The mobile
message at the right time to the right person
phone, the one item that everyone keeps at hand in and via the right channel…
out of the house, creates a receptive, convenient tool for
receiving mobile advertising. According to Informa, the
financial impact of mobile marketing content is expected
to top $12 billion by 2013, and more companies are
discovering the benefits of mobile advertising. What makes
2. Targeting: Leveraging a Vast Storehouse of Knowledge
mobile marketing the most effective form of advertising?
Many unique characteristics combine to create special
value to advertisers. This paper focuses on five of the most
outstanding mobile advantages: multiple touchpoints,
targeting, incentives, interactive capabilities and real-
time triggers. We then examines several prominent case
M
studies, some key concerns and how those concerns can
be addressed.
Keywords: mobile advertising, mobile marketing, incentives, touchpoints
FIVE MOBILE ADVERTISING STRENGTHS AND ADVANTAGES
1. Using the Right Channel: The Advantage of Multiple Channels
86 International Journal of Mobile Marketing 87

2. SOLD ON MOBILE MARKETING: EFFECTIVE
WIRELESS CARRIER MOBILE ADVERTISING AND
HOW TO MAKE IT EVEN MORE SO
Guy Yaniv
...mobile advertising can stake a claim to
Abstract: deliver what no other medium can: the right
The mobile environment provides the most dynamic,
effective and personal medium for marketing. The mobile
message at the right time to the right person
phone, the one item that everyone keeps at hand in and via the right channel…
out of the house, creates a receptive, convenient tool for
receiving mobile advertising. According to Informa, the
financial impact of mobile marketing content is expected
to top $12 billion by 2013, and more companies are
discovering the benefits of mobile advertising. What makes
2. Targeting: Leveraging a Vast Storehouse of Knowledge
mobile marketing the most effective form of advertising?
Many unique characteristics combine to create special
value to advertisers. This paper focuses on five of the most
outstanding mobile advantages: multiple touchpoints,
targeting, incentives, interactive capabilities and real-
time triggers. We then examines several prominent case
M
studies, some key concerns and how those concerns can
be addressed.
Keywords: mobile advertising, mobile marketing, incentives, touchpoints
FIVE MOBILE ADVERTISING STRENGTHS AND ADVANTAGES
1. Using the Right Channel: The Advantage of Multiple Channels
86 International Journal of Mobile Marketing 87

3. Vodacom South Africa: AdMe coupons and giveaways
Blyk: Free SMS and airtime for interactive ads
5. Real-Time Triggering
3. The Use of Incentives to Motivate Users
has its sites set on reaching the milestone of one million
H3G Italy: MMS promotions
4. Interactive Response Capabilities
Vodafone Egypt: Free “Please Call Me” SMS
T
SELECTED MOBILE MARKETING SUCCESS STORIES
Orange: Ad-supported videos
Virgin Mobile: Airtime for interactive ads
88 International Journal of Mobile Marketing 89

4. Vodacom South Africa: AdMe coupons and giveaways
Blyk: Free SMS and airtime for interactive ads
5. Real-Time Triggering
3. The Use of Incentives to Motivate Users
has its sites set on reaching the milestone of one million
H3G Italy: MMS promotions
4. Interactive Response Capabilities
Vodafone Egypt: Free “Please Call Me” SMS
T
SELECTED MOBILE MARKETING SUCCESS STORIES
Orange: Ad-supported videos
Virgin Mobile: Airtime for interactive ads
88 International Journal of Mobile Marketing 89

5. User Privacy:
Success Stories: Summary
Legal issues:
CONCLUSION
O
OVERCOMING MOBILE ADVERTISING CHALLENGES Challenges to Mobile Operators
AND CONCERNS
Relevancy:
Spam:
Metrics:
References:
90 International Journal of Mobile Marketing 91

6. User Privacy:
Success Stories: Summary
Legal issues:
CONCLUSION
O
OVERCOMING MOBILE ADVERTISING CHALLENGES Challenges to Mobile Operators
AND CONCERNS
Relevancy:
Spam:
Metrics:
References:
90 International Journal of Mobile Marketing 91