Are you gearing up for your first mobile advertising initiative? Don’t be too concerned - mobile is simply another medium to add to your arsenal to target the right audience. 

In basic terms, it’s about finding the right places to connect your client with the right audience to deliver the right message.  

To help us get it right, Interactive Advertising Bureau (IAB) has created a detailed Mobile Buyers Guide to help us plan and gather basic information that is vital to any successful advertising campaign.  

Since mobile is a distinctive platform, this step can be overlooked due to the misconception that the basic rules of advertising do not apply. 

The Guide will give you the necessary background information as well as provide an overview of the marketplace, definitions as well as practical examples to gain a greater understanding of mobile as an advertising platform.  

According to the Guide: “The best campaigns keep the user experience in mind. For consumers, mobile offers convenient information, entertainment, and exclusivity. Tailoring campaigns that deliver marketing messages that are also convenient, entertaining and offer exclusive content or discounts is the key to success.” 

The Power of Mobile: 

Gartner: Mobile Advertising To Grow 74% In 2009 by MediaPost

Report: Mobile Users Responding to Mobile Advertising by Wireless Week

Mobile Advertising – The Next Big Thing by The Economist

Best

Denice MacDonald