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Mobile Marketing 101: Ad formats

Just a quick post to touch on ad format standardization in the WAP mobile space. The Mobile Marketing Association (MMA) has published a nice, concise PDF file that outlines current formats. If you have a chance check it out.

There are a couple of extra points to consider with mobile that don't really come into play with traditional interactive campaigns. Some of these points are:

  • Device type: is there a certain device that you're targeting (sales support/prior marketing deal) or are you targeting the broad mobile web community? Blackberry's behave different than Motorola Razr's behave different than the Sidekick and those differences are important (screen size, plug-in support, etc.).
  • Carrier: Are you partnering with one carrier to run a promotion or going after everybody? If you are working with one carrier, you may be able to tap into their proprietary hardware or software solutions.
  • Call to action: The call to action on mobile devices is also different. Users can use click-to-call to dial a number instantly, click a link to send an SMS message or vote, send an email to a specified address or proximity use proximity to find local information and drive foot traffic (maps, directions, phone listings).

Measurement is as important for mobile ads as for any other campaign type. Impressions, clicks, click-throughs, CPM, Impressions and unique users can all be used to measure and sell the ad spots.

All of this being said, there is room for improvement and certainly for innovation. Mobile campaigns have a lot of potential and as devices become more connected that potential will be realized.

Past Mobile Marketing 101 posts:

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