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More than 240 MM mobile subscribers in the US,
and over 2B worldwide
Currently, one-third of humankind has Mobile
Internet access, which is twice as many as the
number of Internet-connected PCs
Mobile advertising spending will increase to $14B
in 2011, up from $1.5 B
46% of the mobile audience is 35 or older, 54%
male
94% of text messages are read
Average response rate for mobile campaigns
reach beyond 15%
Source: www.themobilemarketingagency.com
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In a survey of 50 global brand-name
companies, 28% of companies
surveyed have already launched live
SMS campaigns and 18% live MMS
campaigns
Number of brands considering
implementing mobile campaigns
doubled to 28% since the previous
year
71% of brands projecting to spend up
to 10% of the budget on mobile
marketing within two year¶s time
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MMS is a standard that allows
sending messages that include
multimedia objects (images,
audio, video, rich text)
Much richer user experience
(potentially)
Problems with latency, different
content standards across
phones and carriers
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WAP is an open international standard that enables access
to the Internet from a mobile phone or PDA
A WAP browser provides all of the basic services of a
computer-based web browser but simplified to operate
within the restrictions of a mobile phone
A WAP Push is a specially encoded message ³pushed´ to the
mobile handset which includes a link to a WAP address
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Instant: Moment of impulse
± Short bursts of activity while engaged with
entertainment content
2-way: Dialogue initiated by consumer
Cross-media effectiveness
± Activates Radio, TV, Print
± Adds measurability
Viral: Customers can forward messages to friends
Targets a highly-desired demographic (19-29
year olds) that are difficult to reach with
conventional media
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Text messaging
Advertising with banner ads on a
mobile browser
± ³on deck´
± ³off deck´
Creating ad-supported applications
and content
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