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Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing. It is estimated by mobile app install ads accounted for 30% of all mobile advertising revenue in 2014, and will top $4.6bn in 2015, and over $6.8bn by the end of 2019. Other ways mobile advertising can be purchased include working with a Mobile Demand Side Platform, in which ad impressions are bought in real-time on an Ad exchange. == Overview == Some see mobile advertising as closely related to online or internet advertising, though its reach is far greater — currently, most mobile advertising is targeted at mobile phones, that came estimably to a global total of $4.6bn as of 2009. Notably computers, including desktops and laptops, are currently estimated at 1.1 billion globally. Moreover, mobile advertising includes SMS and MMS advertising units in addition to the advertisement types served and processed via online channels.〔http://www.mmaglobal.com/files/mobileadvertising.pdf〕 It is probable that advertisers and media industry will increasingly take account of a bigger and fast-growing mobile market, though it remains at around 1% of global advertising spend. Mobile media is evolving rapidly and while mobile phones will continue to be the mainstay, it is not clear whether mobile phones based on cellular backhaul or smartphones based on WiFi hot spot or WiMAX hot zone will also strengthen. However, such is the emergence of this form of advertising, that there is now a dedicated global awards ceremony organised every year by Visiongain. As mobile phones outnumber TV sets by over 3 to 1, and PC based internet users by over 4 to 1, and the total laptop and desktop PC population by nearly 5 to 1, advertisers in many markets have recently rushed to this media. In Spain 75% of mobile phone owners receive ads, in France 62% and in Japan 54%. More remarkably as mobile advertising matures, like in the most advanced markets, the user involvement also matures. In Japan today, already 44% of mobile phone owners click on ads they receive on their phones. Mobile advertising was worth 900 million dollars in Japan alone. According to the research firm Berg Insight the global mobile advertising market that was estimated to €1 billion in 2008. Furthermore, Berg Insight forecasts the global mobile advertising market to grow at a compound annual growth rate of 43 percent to €8.7 billion in 2014.〔(Berg Insight says mobile will account for 11.7 percent of digital ad spend in 2014 )〕 In the Q2 2013 "State of Mobile Advertising Report" by Opera Mediaworks, it is reported that mobile advertising is growing globally at a rapid rate. Rich media ads are now averaging a 1.53 percentage click rate among users. In-App large banner ads are still the most popular, but they are on the decline. In July 2014 Facebook reported advertising revenue for the June 2014 quarter of $2.68 billion, an increase of 67 per cent over the second quarter of 2013. Of that, mobile advertising revenue accounted for around 62 per cent, an increase of 41 per cent on the previous year. ==Types of mobile ads== In some markets, this type of advertising is most commonly seen as a Mobile Web Banner (top of page) or Mobile Web Poster (bottom of page banner), while in others, it is dominated by SMS advertising (which has been estimated at over 90% of mobile marketing revenue worldwide). Other forms include MMS advertising, advertising within mobile games and mobile videos, during mobile TV receipt, full-screen interstitials, which appear while a requested item of mobile content or mobile web page is loading up, and audio advertisements that can take the form of a jingle before a voicemail recording, or an audio recording played while interacting with a telephone-based service such as movie ticketing or directory assistance. The MMA (Mobile Marketing Association) and the IAB (Interactive Advertising Bureau) has published mobile advertising guidelines,〔(MMA mobile advertising guidelines )〕〔(iAB mobile advertising guidelines )〕 but it is difficult to keep such guidelines current in such a fast-developing area. The fifth version of mobile advertising guidelines composed by the MMA includes the following types of mobile ad units:〔http://www.mmaglobal.com/files/mobileadvertising.pdf〕 * Mobile Web Advertising Units: * *Mobile Web banner Ad; * *Rich Media Mobile Ad (RMMA); * *WAP 1.0 Banner Ad; * *Text Tagline Ad. * SMS Advertising Units: * *Initial SMS Ad (Appended) – contains the primary, non-advertising portion of the message, and is typically 20-60 characters long; * *Complete SMS Ad (Full Message) – has a length of up to 160 characters and is typically delivered as a reply to an Initial SMS Ad or “Text (keyword) to (short code)” call-to-action. * MMS Advertising Units: * *MMS Short Text Ad – is typically appended to the content (or body) portion and contains the primary, non-advertising content of the MMS slide; * *MMS Long Text Ad – fills all of an MMS slide and can contain a clickable link; * *MMS Banner Ad – a color graphics ad unit displayed at the top or bottom of an MMS; * *MMS Rectangle Ad – a color graphics ad unit that fills all of an MMS slide; * *MMS Audio Ad – an audio clip that is played while an MMS Rectangle Ad or an MMS Full Ad is displayed. * Mobile Video and TV Advertising Units: * *Billboard – an advertising image shown before the video; * *Pre-Roll, Post-Roll and Mid-Roll Units – short promotional videos play before, after, or in the middle of the video content; * *Bumper Ad – short promotional videos (typically a flash video file) that plays before or after other content associated with the player or video (which means it has greater playback priority than pre-rolls); * *Book Ending Ad – typically a combination of a pre-roll ad and a bumper ad that appears after the video content; * *Overlay Ad – still image or an animation with a semi-transparent background that is displayed over the video content; * *Companion Ad – still image or an animation that is displayed alongside the video content. *Mobile Application Advertising Units: * *In-App Display Advertising Units: * * *Mobile Application Banner Ad; * * *Mobile Application Interstitial Ad; * * *Rich Media Mobile Ad (RMMA); * *Integrated Ad – an ad unit designed to resemble the elements of the app in terms of visual appearance and usage context; * *Branded Mobile Application – an application specifically developed by an advertiser and uploaded to an app store; * *Sponsored Mobile Application – a publisher’s downloadable application which features a sponsoring arrangement at various places across the application. The effectiveness of a mobile media ad campaign can be measured in a variety of ways. The main measurements are impressions (views) and click-through rates. They are also sold to advertisers by views (Cost Per Impression) or by click-through (Cost Per Click). Additional measurements include conversion rates, such as click-to-call rates and other degrees of interactive measurement. Mobile media can run on a mobile web page or within a mobile application, often referred to as in-App.〔(Prevailing Mobile In-Application Advertising Formats )〕 One of the popular models in mobile advertising is Cost Per Install (CPI) where there the pricing model is based on the user installing an App on their mobile phone. CPI Mobile Advertising Networks work either as incent or non-incent. In the incent model the user is given virtual points or rewards to install the game or App. The industry is slowly moving away from the CPI model and to a Cost Per Action (CPA) or Cost Per Event (CPE) model, demanding more from the ad network, boosting retention/engagement rates of apps. This inherently means that ad networks would only get paid if a user completes a specific event. To track this data most apps have some form of marketing SDK installed on their app. This not only tracks installs and user activity, but also attributes the data to a specific ad network. ==Mobile Rich Media== In addition to standard mobile display banners, a growing trend is to include rich media execution within the banner ads. This includes banners that would expand to a larger size, offering advertisers a larger display to communicate their message. Games within the banner to make the experience more interactive or a video within the banner space. There are limitations to rich media on mobile because all of the coding must be done in HTML5, since the iOS does not support flash. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Mobile advertising」の詳細全文を読む スポンサード リンク
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