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IAB Releases Mobile Buyers Guide
Thursday, July 23, 2009
www.iab.net/mobile_buyers_guide

While mobile appears to be a complex ecosystem with its own vernacular, the buying process itself is very similar to other familiar platforms including the Internet.

This booklet (http://www.iab.net/media/file/mobile-buyers-guide-web.pdf)
will guide you through the process in plain English, and get you started as a first time mobile advertiser. The key to tackling your first mobile assignment is to remember that mobile advertising is much like advertising on any other medium. It is about finding the right places to connect your client with the right audience to deliver the right message. In fact, mobile is an execution point on your current advertising strategy. Simply put, mobile is another medium to add to your arsenal to target the right consumer. We will provide a few straightforward steps to get you started.

Before you begin reaching for solutions, answer a few questions to understand the marketer’s advertising goals to determine what role mobile will play in their media mix. The most important of these questions being, is the objective to increase brand favorability, launch a new product, direct response or a customer retention initiative? Once your core media objectives have been answered, the route to take with mobile becomes much clearer.

When creating a mobile campaign it is important to remember that there are multiple channels for reaching mobile eyeballs. They include Mobile websites, downloadable applications, mobile messaging and mobile video, all of which can be used individually or as a unified campaign across not just these mobile channels but across your more traditional channels to create a complete 360° campaign.

This guide will give you the background information to help answer these questions, as well as provide an overview of the marketplace, definitions, and practical examples to gain a greater understanding of mobile as an advertising platform. The best campaigns keep the user experience in mind. For consumers, mobile offers convenient information, entertainment, and exclusivity. Tailoring campaigns that deliver marketing messages that are also convenient, entertaining and offer exclusive content or discounts is the key to success.

DOWNLOAD IT HERE:
http://www.iab.net/media/file/mobile-buyers-guide-web.pdf

Featured Ad Lounger
Joe Dee
VP, Product and Technology Strategy at Cossette

This month Ad Lounge (courtesy of Boost Agents) is featuring Joe Dee, VP, Product and Technology Strategy at Cossette on Inside the Industry.

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