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Mobile Marketing For Dummies® by John Arnold, Michael Becker

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Chapter 10. Displaying Your Advertising on Mobile Devices

In This Chapter

  • Leveraging buyers, publishers, and networks

  • Understanding how to buy mobile advertising

  • Discovering how to monetize your sites with advertising

  • Placing mobile ads in front of mobile users

With the proliferation of mobile devices and the increased consumer adoption of services like SMS, mobile Internet and applications marketers like you are turning to mobile advertising, and like them, you can

  • Generate brand awareness. Increase the number of people who know about your company and its products and services.

  • Increase the likelihood that consumers may want to buy your products.

  • Increase sales by driving traffic directly to a transaction.

  • Generate new revenue streams by including advertising in your messaging, mobile Internetsites, and applications.

If you've never bought an advertisement in your life, or even if you're not sure how you can employ mobileadvertising, don't worry. You've come to the right place. In this chapter, we teach you all about mobile advertising: what it is, who to work with, and how to buy and sell it.

Squeezing the Advantages Out of Mobile Advertising

Mobile advertising is the practice of a mobile advertiser (also referred to as a buyer) placing paid-for promotional messaging and sponsorship messages within a publisher's mobile media property as supported by a mobile advertising network or search provider (see Figure 10-1). For example:

  • Text messages, multimedia messages, and e-mail messages

  • Mobile ...

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