Product Description

A practical guide to the emerging mobile advertising market, Mobile Advertising covers all the major topics in this emerging multibillion–dollar industry. This is a complete how–to guide for anyone who wants to understand and take advantage of this hot new advertising medium. Drawing on the experience of three industry veterans, insights from key influencers and decision makers, and detailed case studies, the book gives you practical guidance for getting the most out of mobile advertising.

Product Details

• Amazon Sales Rank: #356188 in Books
• Published on: 2008-04-11
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 404 pages

From the Inside Flap

There′s plenty of buzz surrounding mobile advertising. The next step is transforming that buzz into real business. Mobile Advertising helps do that by covering the conceptual, analytical, and practical applications of mobile advertising, giving marketers, service providers, and investors in–depth guidance on tapping the full potential of mobile advertising.

Despite the excitement about mobile advertising,there are significant obstacles to overcome beforethe medium can become truly meaningful. Here, you′ll find a detailed and honest analysis of the hurdles that remain, as well as perspectives on managing and solving them. The authors address direct response promotions and advertisements; search advertising and its pricing and auction derivatives; and brand–based campaigning. While there′s work to be done, the authors remain bullish on the opportunity.

Other topics include:

• Development and history of mobile advertising

• Effects of the Internet and consumer control

• Metrics and measurements for advertising success

• Complexities, structural deficiencies, and barriers

• Business models for successful implementation

• Case studies covering current practice around the world

• Technology problems and practical solutions

• The consumer experience and the future of mobile advertising

• Key insights from top executives in mobile advertising

The first comprehensive guide to this nascent industry, Mobile Advertising is perfect for anyone on the technical or marketing side of the mobile advertising equation. Drawing on years of experience from three industry veterans, key insights from top movers and shakers, and detailed case studies from around the world, this is an ideal resource for getting the most out of mobile advertising.

From the Back Cover

Praise for Mobile Advertising

"This is a remarkably insightful book, and I strongly recommend it to anyone who needs to really understand the role of the mobile platform in advertising."
—Ron Elgin, Chairman and CEO, DDB Worldwide Communications Group

"The authors of this book have prepared a blueprint to exploit the global opportunity of mobile advertising. The book is practical, clearly written, and very detailed."
—Dr. Young–Chu Cho, President and CEO, KTF, and board member, GSM Association

"Very rarely do books like this offer equal value to both advertising buyers and sellers, but Mobile Advertising is a wonderful primer on the mobile landscape and advertising opportunity from both perspectives. Its completeness and clarity makes it an essential resource for any company or person looking to help pioneer or participate in this emerging category."
—Chamath Palihapitiya, Vice President, Facebook

"As mobile emerges as the last true individual ′channel,′ understanding where the marketer fits will be critical... Mobile Advertising gives us a map of this powerful emerging platform."
—Larry Weber, Chairman, W2 Group, and author of Marketing to the Social Web

"If you believe the future is wireless, then this book is a guide to that future. Simple, fact–filled, and astute."
—Om Malik, founder, GigaOM

"Today′s youth spends more than fifteen hours per day with their phones. One can imagine what a tremendous business opportunity mobile advertising is. The authors of this book explore the critical aspects of this opportunity with analytic rigor, in–depth analysis, and practical insights. I strongly recommend it for anyone involved in the mobile and advertising industries."
—Dr. Yasuhisa Nakamura, Executive Director, NTT DoCoMo, and coauthor of Wireless Data Services

About the Author
Chetan Sharma is President of Chetan Sharma Consulting and a leading strategist and advisor to influential technology and media brands worldwide. He is also the author or coauthor of four other books including Wireless Internet Enterprise Applications and VoiceXML, from Wiley.

Joe Herzog is Senior Director of Search Products at InfoSpace, Inc., a leading metasearch company. He has also led mobile platform product and local search teams at InfoSpace.

Victor Melfi is Chief Strategy Officer at Voicebox Technologies and a recognized expert in technology strategy, direct marketing, and advertising.

Customer Reviews

Excellent comprehensive book about advertising on mobile
This book is exceptionally well researched and written, covering comprehensively the full spectrum of mobile advertising, from the pioneer markets such as Finland and Sweden, to the backwards markets of mobile telecoms such as the USA to the cutting edge markets such as South Korea and Japan, to markets in developing countries such as India. The content is totally up-to-date, including the brand new mobile ads based UK operator Blyk. The authors have interviewed numerous industry thought-leaders for the book, include 16 case studies and even short essays by 13 executives from major players. The book is very well balanced covering the advertising and media angles as well as the mobile telecoms side. It is also a robust and realistic treatment of the current state of the industry, not pulling punches, and admitting to lots of issues that need to be resolved. A thoroughly useful, practical and insightful book that I can recommend to anyone interested in mobile advertising.

Tomi T Ahonen
Author of 5 books in mobile
Lecturing at Oxford University short courses on mobile
Hong Kong