Mobile Advertising: A Review

50 %
50 %
Information about Mobile Advertising: A Review

Published on February 26, 2014

Author: harryadinmahardika



A review toward mobile advertising literature. Delivered by Harryadin Mahardika at Universitas Indonesia

Mobile Advertising: A Review Harryadin Mahardika, PhD

Harryadin Mahardika  Pop Economist  FEUI &  Research objective: – “to liberate and empower consumer...”  Current research: – Consumer empowerment – Consumer intervention/engineering – Mobile advertising  Contact: – / – @HarrySastro 2

New Medium of Advertising  Mobile telephone has great potential as an advertising medium (Barwise and Strong, 2002)  The effectiveness of mobile channel as an advertising medium is subject to: (1) creative execution, (2) time-location-profile relevance, (3) explicit permission (Barwise and Strong, 2002)

New Medium of Advertising  Mobile marketing can build brand awareness; increase consumer involvement and interaction; and influence consumer response and activation (Sultan & Rohm, 2005).

Push vs Pull Advertising  Typologies and model of wireless push and pull mobile advertising (Barnes, 2002).  Educated young elite with higher disposable income have higher positive perception perceived toward pull-type wireless advertising, compare to the general youth market (Okazaki, 2004)

Types of mobile advertising  Location-based mobile advertising: – Customer satisfaction is improved by matching customer preferences with customer time/location. Retailer/advertiser prefers tailor ads to specific customer segment/profile (De Reyck & Degraeve, 2003).  Permission-based mobile advertising: – Consumers generally have negative attitudes toward mobile ad unless they have specifically consented to it (Tsang, Ho & Liang, 2004).

Business/corporate adoption  Companies have positive perception on mobile advertising (Okazaki, 2005).  Branding strategy, facilitating conditions, and security and cost are the strongest determinants of MNC’s mobile ad adoption (Okazaki, 2005).

SMS as advertising medium  Text message (SMS) advertising is effective, both as a branding vehicle and in stimulating response (Rettie et al., 2005).  Most user wish to have the ability to control text advertising received and support the concept of permission-based mobile ads (Manneesoon thorn and Fortin, 2006).  Heavy users showed a significantly higher need for controlling text advertising received compared to light users (Manneesoon thorn and Fortin, 2006)

Consumer adoption of mobile ads  Factors that induce customers to accept mobile phone as a means of communicating promotional content.  Entertainment value and information value is the strongest driver of customer acceptance of mobile phone as a marketing communication medium (Bauer et al., 2005)

Consumer adoption of mobile ads  Four factors were identified and demonstrated a significant impact on mobile advertising acceptance: permission, content, wireless service provider control, and delivery of the message (Barnes et al., 2007)

Consumer adoption (cont.)  Mobile advertising acceptance factors; the type of incentives needed to motivate college students to accept mobile advertising (Hanley, Becker & Martinsen, 2006): – College students would consider accepting advertisement on their mobile phones if specific ads delivery condition were met or incentives were offer.

Cross-media  The cross media effect of mobile and internet advertising was evident on consumers’ perceived media engagement, message strength, and brand attitudes (Wang, 2007).  Message strength mediated media engagement on brand attitude (Wang, 2007).

Adoption: Cross-Market Comparison  Factors influencing the perception of mobile advertising in different cultures (Liu et al., 2012) – The results suggest that infotainment and credibility are key factors predicting advertising value among Austrians and the Japanese. – However, our findings show that Japanese customers are more irritated by mobile advertising than are Austrian respondents.

Personalized Mobile Advertising  With smartphone, consumers' preferences can be pre-identified and advertising messages can therefore be delivered to consumers in a multimedia format at the right time and at the right place with the right message (Chen & Hsieh, 2012): – Results of the study identify six important design attributes for personalized advertisements: price, preference, promotion, interest, brand, and type of mobile device.

Personalized Mobile Advertising

Mobile Advertising Research (Varnali & Toker, 2010)

Mobile Advertising Research (Varnali & Toker, 2010)

Add a comment

Related presentations

Brands are more invested today than ever before on curating and distributing paid,...

Marketers need to be creating and publishing original content across many differen...

As content marketing continues to increase in popularity in every industry, more m...

Il Direct Email Marketing (DEM) è una tipologia di marketing diretto che usa la po...

This presentation contains all 120 rules from Part 1 of the 2nd edition of "Email ...

Olá, somos o Paulo Bernardes e o Pedro Silvestre, temos uma ambição em comum de me...

Related pages

Success with Mobile Native Advertising A Review of ...

In what is likely the most comprehensive industry survey of mobile native ad effectiveness ever, MMA members Ahalogy, Celtra, EA, PubNative, Sharethrough ...
Read more

Effective advertising on mobile phones: a literature ...

Mobile and media Effective advertising on mobile phones: a literature review and presentation of results from 53 case studies
Read more

Free Advertising Network - Android Apps on Google Play

Free Advertising Network app lets you advertise ... Shameful Now after reading the other reviews ... Platinum Advertising Mobile . Terribite.
Read more

Advertising Product Suite | Phunware Mobile Advertising

Our comprehensive mobile advertising product suite, Phunware Advertising, helps you maximize mobile revenue. Connect with your audience, anytime, anywhere.
Read more

"Mobile Advertising" book Reviews, Ratings & Info ...

'Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market' book description, ratings, and reviews.
Read more

In Mobile Advertising, Timing Is Everything

In Mobile Advertising, Timing Is ... Timing is everything in advertising, and mobile can wait for just the right moment to ... Harvard Business Review;
Read more

Best Mobile Advertising Software in 2016 | G2 Crowd

Learn what the best Mobile Advertising Software is and what features define it. Read 965 reviews of 69 different Mobile Advertising solutions.
Read more

RevMob Mobile Ad Network: Mobile Advertising | Monetization

Mobile Ad Network with the best monetization and advertising solutions for iOS, Android and Amazon. The highest eCPM available for apps and mobile websites.
Read more

Mobile marketing: A literature review on its value for ...

The article describes the existing knowledge of how mobile marketing can increase the value for consumers and retailers. Mobile device shopping, and consumers'
Read more