Mobile Advertising, Part 2

Advertising With Carriers

Mobile advertising has for a long time been looked upon as a lucrative source of revenue for the telecommunication industry. The role that fixed operators continue to play in online marketing and advertising is admittedly limited. However, it is possible to track a mobile device user using their mobile device; this allows carriers to generate significant information about mobile phone users.

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Carriers have focused on generating revenue by leveraging their own marketing inventory trough channels such as banners and portal advertising. The disadvantage of this strategy is that the operators usually control a small, and sometimes diminishing, customer base.

Carrier targeting enables companies to customize the message in the ads to specifically lure the mobile carrier depending on their taste. Many countries offer the option to choose specific carriers however it is important to note that some countries do not offer support for mobile ads.

In-Game Advertisement

The growth of in-game ad takes advantage of the increasing video game playing population. New technology allows in-game ads to be more engaging and captivating. The ads use dynamic tools, which can be frequently and remotely altered. Companies can customize the ads according to specific user information, such as physical location and time of day. This is especially suited for campaigns affected by time such as film premiers. The ability to alter the ads from a remote place eliminates the need for companies to use programmers and code the ads into the game months beforehand.

The company can also remotely acquire data from each player’s device, concerning the ad. Such data includes time spent viewing the ad, most-viewed ads, and viewing angles. This data is used to provide insights for the customization of the future campaigns.

Gamers can also interact directly with the advertisement. The strategy of leveraging video games to advertise a product is known as advergaming. In advergaming, the game is embedded with the company product. Jupiter Media Metrix Research estimates that 50% of users who interact with an advergame spend up to 25 minutes playing the game.

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