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Mobile Marketing by Daniel Rowles

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13

Mobile advertising

We are going to start this chapter with some definitions and some warnings. Mobile advertising is fundamentally about various forms of banner advertising including video ads. The reality is that paid search is a form of mobile advertising, but we have discussed this topic as part of the search section of this book. Another issue is that due to the amount of different creative options, the term banner advertising doesn’t really cover all of the different things we can do with mobile ads.

Now let’s move to the warnings. We have already discussed how screen space is at a premium on mobile devices; that we have slow internet connections much of the time; and that we are often very objective and action-focussed when using mobile ...

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