Wireless digital advertising: nature and implications

Abstract

The convergence of the Internet and wireless telecommunications in the late 1990s has opened the way for a plethora of data services for the mobile handset user. One potential area of development is wireless advertising. The personal, always-at-hand nature of devices, along with the ability to assess context dependence (e.g. time and location), presents a rich platform for wireless advertising. Using a range of wireless platforms, operators will be able to offer very different advertising services that go beyond those of the wired Internet. The purpose of this paper is to review the emerging technologies, applications and research issues associated with wireless advertising. It concludes with some predictions on the future role of wireless advertising.

What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets

“…Similarly, sporadic industry surveys report a rather optimistic blueprint. For example, an experimental survey conducted by Ericsson indicates that 60% of consumers liked receiving mobile advertising, while Quios finds that the level of recognition of mobile advertising was surprisingly high: 79% of participants recalled 60% of the advertising (Barnes, 2002).…”

Diffusion and success factors of mobile marketing

“…Other intended consumer reactions to mobile advertising messages include following a link to a Web page, e-mailing the advertiser, purchasing a product, and placing a telephone call [93]. Compared to click-through rates of less than 1% for Web-based advertising [89], average clickand call-through rates for wireless devices are 19% and 12%, respectively [89].…”

Mobile advertising adoption by multinationals

“…In addition, firms using mobile e-mail campaigns can attract consumer attention and produce consumer responses to a much greater degree than other direct marketing channels, because such firms can engage in "one-to-one dialogue" with customers (Kavassalis et al, 2003). An experimental survey by Ericsson indicates that 60 per cent of samples liked receiving mobile advertising (Barnes, 2003). Similarly, a survey using popular brands' trial mobile advertising found that as many as 84 per cent of 500 young British adults are likely to recommend the service to their friends, while only 7 per cent are likely to abandon the service (Barwise and Strong, 2002).…”

“…An earlier pilot study conducted by Quios found that in mobile advertising the level of recognition was surprisingly high: 79 per cent of participants recalled 60 per cent of mobile advertising (Barnes, 2003). In addition, firms using mobile e-mail campaigns can attract consumer attention and produce consumer responses to a much greater degree than other direct marketing channels, because such firms can engage in "one-to-one dialogue" with customers (Kavassalis et al, 2003).…”