The document solicits manuscripts for an upcoming special section of the Journal of Advertising dedicated to mobile technology and advertising. It provides background on the growth of mobile devices and mobile internet usage. The document notes that while mobile advertising offers opportunities for novel targeting and creative strategies, the topic remains under-researched. The special section aims to address gaps and extend knowledge on the complexities of mobile advertising. It provides guidelines for submissions and lists potential topic areas.
mPOV3 Crafting Mobile Moments: The Union Between Creativity and AutomationPubMatic
The world is generating a near infinite supply of mobile ad impressions. U.S. consumers, alone, are estimated to collectively generate eight billion “mobile moments” per day, which means an average of 46 glances at a mobile phone per consumer every day.[1] Simply put, a “mobile moment” is that instance in which a person pulls out a mobile device to get what he or she wants, immediately and in context.
Getting the most out of a small mobile screen is far more challenging than with other platforms. The biggest challenge is that a consumer’s state of mind and intent during this ephemeral moment is far less predictable than when a consumer is on a desktop at work or on the couch watching television. In order for advertisers to serve relevant content and marketing messages on mobile devices, they need to understand these points in time and collaborate to target them more deliberately than on other platforms.
In order to successfully create these mobile moments, publishers and advertisers need to understand three key components: 1) the dynamics between mobile web and mobile app usage, 2) how consumers are spending time on their mobile devices and 3) how to use technographic data (i.e. data sourced directly from a mobile device), such as geolocation data, device ID and browser type as a substitute for cookie targeting. (More detail on this in the full report.)
PubMatic today released the third in a series of three mobile point-of-view (mPOV) studies, Crafting Mobile Moments: The Union Between Creativity and Automation, which illustrates a three-prong framework that can help publishers and advertisers collaborate on constructing a mobile moment:
Cross-media behavioral measurement is the analysis of multiple media channels in concert to quantify the impact each channel has. An insights piece by Havas Digital.
Global Mobile - A World-view by Havas DigitalHavas Media
This insights piece reflects on consumer trends and practical opportunities in mobile marketing.
The mobile platform boasts a dizzying number of options avaiable to marketers. The irony of mobile marketing is the enormous penetration of mobile and the enormous flexibility, with the ability for personal even tailored, communication.
mPOV3 Crafting Mobile Moments: The Union Between Creativity and AutomationPubMatic
The world is generating a near infinite supply of mobile ad impressions. U.S. consumers, alone, are estimated to collectively generate eight billion “mobile moments” per day, which means an average of 46 glances at a mobile phone per consumer every day.[1] Simply put, a “mobile moment” is that instance in which a person pulls out a mobile device to get what he or she wants, immediately and in context.
Getting the most out of a small mobile screen is far more challenging than with other platforms. The biggest challenge is that a consumer’s state of mind and intent during this ephemeral moment is far less predictable than when a consumer is on a desktop at work or on the couch watching television. In order for advertisers to serve relevant content and marketing messages on mobile devices, they need to understand these points in time and collaborate to target them more deliberately than on other platforms.
In order to successfully create these mobile moments, publishers and advertisers need to understand three key components: 1) the dynamics between mobile web and mobile app usage, 2) how consumers are spending time on their mobile devices and 3) how to use technographic data (i.e. data sourced directly from a mobile device), such as geolocation data, device ID and browser type as a substitute for cookie targeting. (More detail on this in the full report.)
PubMatic today released the third in a series of three mobile point-of-view (mPOV) studies, Crafting Mobile Moments: The Union Between Creativity and Automation, which illustrates a three-prong framework that can help publishers and advertisers collaborate on constructing a mobile moment:
Cross-media behavioral measurement is the analysis of multiple media channels in concert to quantify the impact each channel has. An insights piece by Havas Digital.
Global Mobile - A World-view by Havas DigitalHavas Media
This insights piece reflects on consumer trends and practical opportunities in mobile marketing.
The mobile platform boasts a dizzying number of options avaiable to marketers. The irony of mobile marketing is the enormous penetration of mobile and the enormous flexibility, with the ability for personal even tailored, communication.
As part of our quarterly breakfast series, this presentation explores mobile technologies including mobile applications, mobile web, SMS text and the impact of networking.
CUnet Mobile Marketing Strategist Akeel Haider reviews the current state of mobile marketing and how colleges and universities can use these tools to generate leads.
What it Takes to Win in the Chinese App Marketdigitalinasia
China is a growing smartphone market that no mobile player can ignore and much has been written about the mobile app marketing opportunities in China. InMobi recently concluded a research survey to understand consumer behavior in China around app usage & discovery and compared the results with the US market.
Dual-Sided Business Model: Omnicom, AT&T, Indoor DirectJason Newport
A thorough POV/strategic partnership recommendation to AT&T Interactive I wrote in 2009, nearly a year after the launch of MobileBehavior. I've always been highly interested in dual-sided business models since reading case after case on the Dentsu/NTT DoCoMo/D2 JV which formed a JV called iMode. Essentially, a telecom company and an advertising agency got together and said, "hey, you do this well, we do this well... let's get together and make some money by developing and distributing mobile content." To me, anyway, that's a lesson from the east we should learn and apply as this flow economy races on and companies who were our competitors yesterday, become our partners today.
The "Mobile Advertising Innovation" document was a proposal to AT&T Interactive that paired the telecom giant's YP arm, with Omnicom's stable of creative agencies and talent to create mobile websites (WAP) for small business owners -- to supplement the advertising revenue generated from sales of Yellow Pages ads. It also added an additional hyperlocal component with the inclusion of an IP-addressable digital out of home network called Indoor Direct. I departed Omnicom shortly after the deal was done, and like many new and innovative media products and unconventional business models, I can only imagine this very promising initiative was shelved when it lost momentum it had gained through someone championing it and having the willingness to do something different and better for advertisers, media owners and agencies alike.
An empirical Study of In-App Advertising in Mobile Devices: Indian ScenarioPreetish Panda
It has come out from this study that social applications prevail when it comes to mobile devices. Thus marketers need to leverage with avenue of advertising. Sizeable chunk of respondents are willing to receive mobile ads. But, those who are not willing to receive in-app ads, do not show motivation to accept ads despite of relevant information and incentive. This is big challenge for marketers so as to motivate consumers to accept the communication.
Around 40% of people in the developing world now actively subscribe to mobile services, with many more having access to a mobile, if not direct ownership. Mobile access in these regions has outpaced the rate at which much of the population is gaining access to basic services such as electricity, sanitation, and banking. As such, there has been increased focus on the role mobile can play in improving social, economic and environmental development in emerging markets. There are now over 1,000 live, mobile-enabled products and services in the developing world across several verticals, including financial services, health and entrepreneurship. While there has been substantial growth in the number of these services over the last three years, the opportunity to achieve broad-based scale is significant.
Mobile operators are increasingly incorporating these 'mobile for development’ (M4D) services as important components of their value added services (VAS) portfolio in developing markets, partly as a contributing driver of future revenue growth, but more importantly as an enabler to forging a loyal relationship with previously unconnected, low-income subscribers. As the use of mobile data rises over the next three to five years, capturing the loyalty of these subscribers now will be key to solidifying the operators’ place in the data value chain in the future.
Our new report, Scaling Mobile for Development, outlines the challenges and opportunities for achieving commercial success and social impact through M4D services. It has been developed by Mobile for Development Intelligence with support from the Rockefeller Foundation. Our inclusive approach included a research process and production of an interim (April 2013) and final report, with a series of peer review workshops held in Nairobi, Kenya and Washington DC to drive collaboration and thought leadership across stakeholder groups.
Brands are building up their mobile presence - comprised of apps, websites, and app stores - with the goal of interacting and engaging with consumers across every touch point. But why have relatively few brands effectively mastered the mobile channel? Find out in a report detailing survey findings of 1,000+ mobility influencers across the US and UK. We uncovered how much brands are investing in mobile projects, what their mobile priorities are and what frustrates them about mobilizing their businesses.
Integrating social media with mobile, online and other marketing channelsIntelligencia Limited
While the traditional model of blasting messages to customers and potential customers is fading, a new model has emerged. The same customers who are tuning out the formulaic advertising messages of yesterday are now tuning in to their own personal world of social media for product and marketing advice. Being ‘social’ means being available for real-time marketing, real-time customer service and real-time user analytics. The combination of mobile and social media marketing is powerful because it represents an interactive cross-media channel that allows consumers to move instantly from ad placement to point of sale, anytime, anywhere. Together, mobile and social technology are not only transforming how people communicate with each other but also how advertisers and marketers are communicating with them. By mining conversations across multiple social channels, sentiment analysis can help create strategies and engage new customers, while also revealing important insights into a company and its products. This new reality offers a great opportunity to any company willing to step into the world of mobile and social media marketing.
As part of our quarterly breakfast series, this presentation explores mobile technologies including mobile applications, mobile web, SMS text and the impact of networking.
CUnet Mobile Marketing Strategist Akeel Haider reviews the current state of mobile marketing and how colleges and universities can use these tools to generate leads.
What it Takes to Win in the Chinese App Marketdigitalinasia
China is a growing smartphone market that no mobile player can ignore and much has been written about the mobile app marketing opportunities in China. InMobi recently concluded a research survey to understand consumer behavior in China around app usage & discovery and compared the results with the US market.
Dual-Sided Business Model: Omnicom, AT&T, Indoor DirectJason Newport
A thorough POV/strategic partnership recommendation to AT&T Interactive I wrote in 2009, nearly a year after the launch of MobileBehavior. I've always been highly interested in dual-sided business models since reading case after case on the Dentsu/NTT DoCoMo/D2 JV which formed a JV called iMode. Essentially, a telecom company and an advertising agency got together and said, "hey, you do this well, we do this well... let's get together and make some money by developing and distributing mobile content." To me, anyway, that's a lesson from the east we should learn and apply as this flow economy races on and companies who were our competitors yesterday, become our partners today.
The "Mobile Advertising Innovation" document was a proposal to AT&T Interactive that paired the telecom giant's YP arm, with Omnicom's stable of creative agencies and talent to create mobile websites (WAP) for small business owners -- to supplement the advertising revenue generated from sales of Yellow Pages ads. It also added an additional hyperlocal component with the inclusion of an IP-addressable digital out of home network called Indoor Direct. I departed Omnicom shortly after the deal was done, and like many new and innovative media products and unconventional business models, I can only imagine this very promising initiative was shelved when it lost momentum it had gained through someone championing it and having the willingness to do something different and better for advertisers, media owners and agencies alike.
An empirical Study of In-App Advertising in Mobile Devices: Indian ScenarioPreetish Panda
It has come out from this study that social applications prevail when it comes to mobile devices. Thus marketers need to leverage with avenue of advertising. Sizeable chunk of respondents are willing to receive mobile ads. But, those who are not willing to receive in-app ads, do not show motivation to accept ads despite of relevant information and incentive. This is big challenge for marketers so as to motivate consumers to accept the communication.
Around 40% of people in the developing world now actively subscribe to mobile services, with many more having access to a mobile, if not direct ownership. Mobile access in these regions has outpaced the rate at which much of the population is gaining access to basic services such as electricity, sanitation, and banking. As such, there has been increased focus on the role mobile can play in improving social, economic and environmental development in emerging markets. There are now over 1,000 live, mobile-enabled products and services in the developing world across several verticals, including financial services, health and entrepreneurship. While there has been substantial growth in the number of these services over the last three years, the opportunity to achieve broad-based scale is significant.
Mobile operators are increasingly incorporating these 'mobile for development’ (M4D) services as important components of their value added services (VAS) portfolio in developing markets, partly as a contributing driver of future revenue growth, but more importantly as an enabler to forging a loyal relationship with previously unconnected, low-income subscribers. As the use of mobile data rises over the next three to five years, capturing the loyalty of these subscribers now will be key to solidifying the operators’ place in the data value chain in the future.
Our new report, Scaling Mobile for Development, outlines the challenges and opportunities for achieving commercial success and social impact through M4D services. It has been developed by Mobile for Development Intelligence with support from the Rockefeller Foundation. Our inclusive approach included a research process and production of an interim (April 2013) and final report, with a series of peer review workshops held in Nairobi, Kenya and Washington DC to drive collaboration and thought leadership across stakeholder groups.
Brands are building up their mobile presence - comprised of apps, websites, and app stores - with the goal of interacting and engaging with consumers across every touch point. But why have relatively few brands effectively mastered the mobile channel? Find out in a report detailing survey findings of 1,000+ mobility influencers across the US and UK. We uncovered how much brands are investing in mobile projects, what their mobile priorities are and what frustrates them about mobilizing their businesses.
Integrating social media with mobile, online and other marketing channelsIntelligencia Limited
While the traditional model of blasting messages to customers and potential customers is fading, a new model has emerged. The same customers who are tuning out the formulaic advertising messages of yesterday are now tuning in to their own personal world of social media for product and marketing advice. Being ‘social’ means being available for real-time marketing, real-time customer service and real-time user analytics. The combination of mobile and social media marketing is powerful because it represents an interactive cross-media channel that allows consumers to move instantly from ad placement to point of sale, anytime, anywhere. Together, mobile and social technology are not only transforming how people communicate with each other but also how advertisers and marketers are communicating with them. By mining conversations across multiple social channels, sentiment analysis can help create strategies and engage new customers, while also revealing important insights into a company and its products. This new reality offers a great opportunity to any company willing to step into the world of mobile and social media marketing.
Mobile in the media mix whitepaper oya ones yasayan 2011Oya Yaşayan
. The role of mobile technology of a brand's media mix.
. Reasons Why Brands Must Adopt Mobile Marketing.
. Changing Consumption of Mobile Media
. Including and Optimizing Mobile in Media Plans
....On-phone advertising
...Mobile Search
...Location Based Services
...Mobile Enabled Outdoor
. Creating a Successful Cross-Media Mobile Campaign
...Multi-Channel Shopping Experience
...Key facts at-a-glance: How to optimize mobile in media plans
Impact of mobile marketing on youngsters for buying electronic gadgets.RahulSingh297288
This report is based on the rapid evolution of mobile technology, and the enthusiasm with
which it has been embraced. These developments have transformed mobile as a
marketing channel. Mobile marketing spend across the world is starting to rise
significantly. In the right circumstances, mobile can be a powerful tool. The rise of
smartphones and tablets has deepened the relationship between consumers and their
devices. The connectivity and technology they give to consumers are helping to drive
several consumer trends, including ‘smart boredom’ and ‘gamification’. They also
transform mobile as a marketing channel. Mobile had always had reach (the sheer number
of handsets in circulation) and location (the fact that phones go wherever the consumer
goes) in its favour. Now it has much more besides. One of the iPhone’s achievements was
to abolish the idea that the ‘mobile web’ had to be a different, lower-grade experience
compared to the PC-based web. Smartphones have opened up areas like mobile search
and mobile social networking like never before. Added to this is the bundle of technology
that comes in a modern phone – cameras, voice and image recognition, QR code readers,
GPS, and a host of new features.
2014 top mobile trends. Discover which trends are shaping what marketers will need to know in the coming months and years to take advantage of the mobile opportunity.
A must-read before finalizing your marketing plans
When Device Recognitio an Programmatic Buying IntersectAdTruth
Mobile presents a major challenge to marketers: how to recognize and reach audiences programmatically, at scale, with support for sophisticated targeting and measruemtn models- whie still adhereding to consumer privacy best practices. This paper describes how mobile RTB - enabled by a new approach to device identification - meet this challenge.
The first public Case Study from MMA's SMoX research initiative. Insights about the optimized percent of mobile in the mix and value of mobile overall.
Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan AnhTuấn Anh Phan
In order to understand mobile user behavior & insight in Asean & Emerging Market in 2016.
Why mobile?
In fact, users think mobile is just mobile, their smartphone
08 critical points for each Marketer in order to develop mobile marketing strategy
The combination of: Mobile Connects Everything + Consumer Decision Journey + Gamification = Mobile Advocacy Journey
For mobile, it's all about interactive + relative
Intro to Mobile Marketing - WITI PresentationGhennipher
New media, in particular social business and mobile marketing, are transforming the marketing landscape. This presentation gives you a high-lever overview of the mobile landscape, and gets you started on building a business case for integrating mobile into your overall marketing strategy.
Whitepaper 1st may 12 mobile marketing Kumar Gaurav
Are you stuck on Marketing?
What new to do? How to grab consumer's short attention Span? How to do out of box marketing campaigns? How to increase ROI on existing marketing spends?
.... Follow the Blue Ocean Strategy...
Find Greener Pastures in Mobile Marketing....
If you follow the "only traditional route" approach ... You end up with the ordinary.
Try Out of Box... Try Mobile
Consumer Intention to Adopt Smartphone Apps: An Empirical Study of PakistanIOSRJBM
The paper investigates the relationship between the perceived usefulness, perceived ease of use, perceived enjoyment, social needs, subjective norms, self-efficacy and personal attitude with a mediating role of Intention to adopt smart phone apps and impact on the customer behavior. The current recognition of smart phones is a result of rapid development in smart phone apps that offer much kind of mobile persistent services. We used theory of planned behavior for consumer intention to adopt these apps. Our findings suggest that consumer intention is always based on these factors like perceived usefulness, perceived ease of use, perceived enjoyment, social needs, subjective norms, self-efficacy and personal attitude now a days and that intention to adopt apps will impact the consumer behavior
Consumer Intention to Adopt Smartphone Apps: An Empirical Study of Pakistan
JA Mobile Call for Papers
1. Manuscripts are currently being solicited for an upcoming Special Section of the Journal of
Advertising (JA) dedicated to Mobile Technology and Advertising.
BACKGROUND
The evidence suggests that around 5 billion people worldwide have mobile devices and that
close to 80% of all adults in advanced economies own a smartphone (Pew Research Center
2019). Not surprisingly, the evidence suggests more than 50% of all global internet traffic is
accounted for by mobile phones (Statista 2019) and advertisers spend about two-thirds of
their digital advertising budget on mobile advertising (eMarketer 2019).
Mobile technology offers advertisers not only an ever-growing global audience of "always-
on" smartphone, wearable, or smart speaker users, but also instantaneous access to their
contextual information, e.g., location, environmental, and behavioral data. This
information is increasingly being used to apply novel targeting and creative strategies and
to develop new forecasting models. The available evidence suggests there is widespread
dissemination and broad acceptance of mobile technology in the marketplace, as well as
very promising opportunities for advertisers to engage with their customers in novel ways.
Nevertheless, the topic of mobile technology’s impact on the advertising business remains
largely under researched. For example, in the past, JA has published only a handful of
papers that have touched on the topic (e.g., Baek and Yoo 2018; Okazaki, Li, and Hirose
2009; Peters, Amato, and Hollenbeck 2007).
Academics and practitioners suggest that exposure to mobile advertising and the creation
of user generated content work differently than in nonmobile online media (e.g., Grewal
and Stephen 2019; Melumad et al. 2019). Yet, our understanding of the workings and limits
of advertising is still very much grounded in theory from the Web 2.0 era given publishing
time-lags, without fully accounting for the complexities of the mobile advertising
landscape. This is also reflected by comments from industry, indicating that new
contextual insights such as location data are among the most misunderstood areas in
marketing (Adweek 2018) with advertisers still struggling to harness insights effectively
(Forbes 2019). Additionally, past special issues in major advertising journals were mainly
situated in the pre-smartphone era (e.g., Okazaki 2007; Precourt 2009) or limited their
scope to mobile media (e.g., Ford 2017).
The aim of this Special Section is to address gaps and extend this body of knowledge by
taking a broader and more current approach to these newly emerged complexities.
Editor-in-Chief
Shelly Rodgers
University of Missouri
United States
…CONTINUED ON REVERSE SIDE
2. The special section seeks high quality submissions that will be of lasting use to the discipline. In light of the breadth of these
complexities, we encourage submissions that take a multidisciplinary perspective on mobile technologies in advertising as well as
collaborations between academia and practice. We welcome a broad variety of paper types, including empirical work,
methodological papers, and thought-leading conceptual work. The list of possible topics for this Special Section includes, but is not
limited to:
- App adoption and promotion
- Augmented reality in mobile advertising
- Avoidance of mobile advertising
- Brand safety and mobile advertising
- Creativity in mobile advertising
- Cultural differences in mobile advertising efficacy
- Engagement with mobile advertising
- Ethical considerations in mobile advertising
- Hyper targeting
- Mobile advertising and the Internet of Things
- Mobile gaming and advertising
- Location targeting
- New contextual factors affecting advertising efficacy
- Media multitasking in a mobile context
- New personalization strategies in mobile advertising
- Smart mobile assistants
- The role of 5G for mobile advertising
- The role of advertising for in-app purchases and app
subscription models
- The workings and limits of mobile advertising
- Spill over effects of mobile advertising into other
channels
GUIDELINES FOR SUBMISSIONS
Please follow submission and format guidelines for the Journal of Advertising found at http://www.tandfonline.com/toc/ujoa20/current.
Original Research Articles and Literature Reviews are 12,000 words and Research Notes are 6,000 words maximum (including references, tables,
figures, and appendices).
Submit manuscripts through ScholarOne, at http://mc.manuscriptcentral.com/ujoa, during May 1-20, 2021. Be sure to select "SPECIAL SECTION:
Mobile Technology and Advertising,” and indicate submission type in the cover letter, whether an Original Research Article, Literature Review
or Research Note. Also note that:
- All articles will undergo blind peer review by at least two reviewers.
- Authors will be notified no later than August 2021 on the preliminary decision over their manuscript for the next round of review.
- The anticipated date for publication of the Special Section is Summer 2022
For additional information regarding the Special Section, please contact the guest editors at: jamobilespecialissue@gmail.com
Adweek (2018), “How Brands Are Getting More Sophisticated at Using Location Data,” https://www.adweek.com/digital/how-brands-are-getting- more-sophisticated-at-using-location-data/.
Baek, Tae Hyun, and Chan Yun Yoo (2018), "Branded App Usability: Conceptualization, Measurement, and Prediction of Consumer Loyalty," Journal of Advertising, 47 (1), 70-82.
eMarketer (2019), “Breaking Down Mobile Video Ad Spending: Video Remains the Only Digital Ad Format that Isn't Majority Mobile,” https://www.emarketer.com/content/breaking-down-us-
digital-video-ad-spending.
Forbes (2019), “How Marketing Teams Unlock the Value of Location Data,” https://www.forbes.com/sites/paultalbot/2019/11/15/how-marketing-teams-unlock-the-value-of-location-data/.
Ford, John B. (2017), “What do we Know About Mobile Media and Marketing?,” Journal of Advertising Research, 57 (3), 237-38.
Grewal, Lauren, and Andrew T. Stephen (2019), "In Mobile We Trust: The Effects of Mobile Versus Nonmobile Reviews on Consumer Purchase Intentions," Journal of Marketing Research, 56 (5),
791-808.
Melumad, Shiri, J. Jeffrey Inman, and Michel Tuan Pham (2019), "Selectively Emotional: How Smartphone Use Changes User-Generated Content," Journal of Marketing Research, 56 (2), 259-75.
Okazaki, Shintaro (2007), “From the Guest Editor: Special Issue on Mobile Advertising Issues and Challenges,” Journal of Interactive Advertising, 7 (2), 1-2.
Okazaki, Shintaro, Hairong Li, and Morikazu Hirose (2009), "A Study of Mobile Advertising in Japan," Journal of Advertising, 38 (4), 63-77.
Peters, Cara, Christie H. Amato, and Candice R. Hollenbeck (2007), "An Exploratory Investigation of Consumers' Perceptions of Wireless Advertising," Journal of Advertising, 36 (4), 129-45.
Pew Research Center (2019), “Smartphone Ownership Is Growing Rapidly Around the World, but Not Always Equally,” https://www.pewresearch.org/global/2019/02/05/smartphone-ownership-
is-growing-rapidly-around-the-world-but-not-always-equally/.
Precourt, Geoffrey (2009), “The Promise of Mobile,” Journal of Advertising Research, 49 (1), 1-2.
Statista (2019), “Mobile Internet Traffic as Percentage of Total Web Traffic in August 2019, by Region,” https://www.statista.com/statistics/306528/share-of-mobile-internet-traffic-in-global-
regions/.
TOPICS
The submission deadline is: May 20, 2021
REFERENCES