Today more than 3⁄4 of the world’s population use a mobile telephone – a large proportion of those do not watch television or surf the Internet. Mobile telephone users keep their handset always close to them (according to Morgan Stanley, 91% of mobile owners keep their phone within 1 meter, 24 hours/day, 365 days/week), while they do tend to supply essential personal, demographic and lifestyle information to their mobile operator.
It is therefore highly evident that the next big paradigm in advertising views the mobile telephone as the most powerful advertising medium ever. The mobile phone is the first true personal mass medium.
Mobile Advertising refers to the delivery of advertising messages, within organized mobile campaigns, via the mobile telephone. Thanks to modern technology, Mobile Advertising capitalizes on rich media formats available on the environment of contemporary handsets (and particularly smartphones) such as sound, image, video, coupons, barcodes, vouchers and so on. In view of all the above, Mobile Advertising is the most immediate, direct, targeted and effective advertising medium, enabling advertisers to reach their exact target audience anytime, anywhere.
It is therefore highly evident that the next big paradigm in advertising views the mobile telephone as the most powerful advertising medium ever. The mobile phone is the first true personal mass medium.
