Mobile Advertising A Creative Brief for a New Industry

ScreenTonic AdMob SmashPhone Service Descriptions Business Models Strategy & Analysis Mobile advertising involves placing text and display ads on mobile phones - the fourth screen. This is especially interesting to the music industry because marketing is a core function and the mobile phone is a strategically important device. As one example, the marketing process for a new album, perhaps released in a mini format, could include a campaign where display ads were placed on mobile sites. Fans could simply click on the ads to buy songs or ringtones which could be downloaded to their device instantly. Although ads have been appearing on mobile sites in Asia for several years, mobile technology in western markets, especially Europe, is now sufficiently advanced that advertisers can consider adding a mobile element to an existing digital ad campaign. This report presents a clear description of three markedly different approaches to mobile advertising which are being taken by start-ups in Europe and the U.S. and which represent the current state of the art in thinking in this nascent ad market. The report explains the operation of each business approach in detail by including a description of proposition to advertisers, the user experience - complete with numerous shots of actual mobile ad campaigns - and the business considerations that underlie the offer. This report includes material provided via in-depth interviews with senior representatives from ScreenTonic, AdMob and SmashPhone.