Mostafa Dehghan
Pooya Amini
Ali Dabirmoghaddam
eCommerce-Spring 2007
•Introduction
• Managerial aspects
•Statistics
•Definition
•Objectives
•Potential of WA
•mBranding
•Definition
•Mobile medium advantages
•Case Studies
• Mobile Advertising Set
to Double
• Mobile literacy…
• Wireless Ads Drivers
• SWOT Analysis
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Attract the attention of a customer
Print media, TV, radio, e-mail, …
Offer individualized advertising to meet
individual needs
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2.7 billion mobile phones in use
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Three times as PCs
Almost twice as TV sets
34% of internet users have logged on with a
wireless connection
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Wireless Advertising refers to :
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Activities that deliver ads to mobile devices
Mobile ads solutions that promote sales
Build brand awareness
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When
Where
How (Technical Context)

The main advantages of WA :
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Cost effective
Personal touch
Tailored
Ubiquitous commerce applications offer:
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Ubiquity
Local awareness
Personalization

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the term has many possible meanings
the means by which a company creates a
compelling consumer experience that
differentiates the company’s offerings from the
competition
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How will mobility change our idea of what
constitutes the ‘‘brand experience?’’
mBranding is using the mobile medium to
create :
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Differentiation
Generate sales
Customer loyalty
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Immediacy
Intimacy
Interactivity
Mobility
Immersion
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Yahoo! worked with ad agency R/GA
Nearly 3,000 pedestrians participated in the
promotion
Interactive video game
forty-five-second Grand Prix
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Coca Cola Unexpected Summer
Combination cell phone and GPS tracker
Summer 2005
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The service gives advertisers something they
can’t get anywhere else
Ability to modifying in real time based on time
and location
By Adapt Media
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12,187 cabs in New York
350 cabs are running the ads
$80 to $125 per cab per month
50,000 to 100,000 visitors per day per taxi-top
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By Smart Sign Media
Scan cars to detect which FM radio stations
drivers are listening to
Serve up advertising messages that best fit the
drivers
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e.g. classical music listener luxury cars
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Some 60% of 2.5bn mobile subscribers in the
world actively use text messaging.
Some US$60bn in service revenue annually.
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3rd generation wireless technologies, permit
data transmission speeds of up to 2MB/s.
Mobile delivers CTRs averaging around 10%
higher than the Web.

US Mobile Marketing forecast:
2006-2011, Jupiter Research (October 2006)
2011
2006
$2.9
$1.4
0
1
2
3
US Mobile Messaging and Display Advertising
Spending, 2006 & 2011 (billions)
US Adult Mobile Phone Users Interest in Receiving
Promotional Text Messages That Are Relevant to
Them, August 2006 (% of resondents)
1%
1%
6%
extremely interested
14%
very interested
interested
not very interested
78%
not at all interested
Interaction
Target Advertising
Pioneer Stage
Enormous Potential
Device Limitations
Strengths
Weaknesses
Opportunities
Threats
Push and Pull
Very Personal Medium
Mobile Coupons
Ad Spam
Security Threats
Will It Become a Market?
1.
2.
3.
4.
5.
Rick Mathieson, “Branding Unbound”,
AMACOM 2005
_______ , “Mobile Advertising Set to Double “,
www.emarketer.com, 4/15/2007
Mike Baker, “What’s Working in Mobile
Advertising?”, mmaglobal.com, 5/20/2007
Huisken, Neike, Prado, “The New Wireless
Economy”, elab.insead.edu, 5/11/2007
Anatol Porak, “Real Life Scenarios of Location
Based Advertising”, www.e-lba.com,
4/18/2007
Any Questions ?