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MobileAdver,singforDummies
differentformsofmobileadver,singalongthesalesfunnel
InternshipResearchProjectPeterEvers
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ResearchOverview
• Linkmarke,nggoalstoformsofmobileadver,sing
• AIDAmodel
• 50casesanalyzed• 26variables• 1300entries
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25
10
5
4
2 2
1 1 11 1
Cases:Countries
US
UK
Turkey
Spain
China
SouthAfrica
France
Portugal
India
UAE
Europe
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18
12
6
6
32
1 11
Cases:Markets
Automo,ve
Food
Telecom
Radio&TV
Body&Beauty
Sports
Travel
Insurance
Technology
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10
14
26
Cases:UseofMobileinternet
Onportal
Offportal
Nouseofmobileinternet
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28
23
5
26
AIDA:Marke6ngGoals
AWen,on
Interest
Desire
Ac,on
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11
5
44
4
3
2
11 1
1 1
AIDA:A9en6on
Bannering
Wallpapers
MobileGame
MobileContentLP
SMSGame
Video
Ringtone
QuizonLP
MobileCommunity
BrandedPhone
MobileCalendar
PrerollVideoAd
![Page 8: Internship Research Project Mobile Advertising Forms](https://reader034.vdocument.in/reader034/viewer/2022051323/549867fbac79592f2e8b563a/html5/thumbnails/8.jpg)
6
5
4
4
3
2
11 1
AIDA:Interest
SMSGame
SMSNo,fica,ons
Video
MMSCampaign
MobileContentLP
Bannering
MobileCommunity
BrandedContent
PrerollVideoAd
![Page 9: Internship Research Project Mobile Advertising Forms](https://reader034.vdocument.in/reader034/viewer/2022051323/549867fbac79592f2e8b563a/html5/thumbnails/9.jpg)
1
1
1
1
1
AIDA:Desire
Free3‐monthSubscrip,on
GameDemo
SMSGame
TextpreviewonLP
Configurator
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9
7
4
3
22 1
AIDA:Ac6on
SMSNo,fica,ons
SMSGame
MMSNo,fica,ons
DealerLocator
Click‐2‐Call
Send‐a‐friend
Booktestdrive
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‐ MobileBannering
‐Wallpaper
‐MobileVideo
‐GameDemo
‐MMSNo,fica,ons
‐SMSNo,fica,ons
‐MobileGaming
‐MobileContentLP
‐SMSCampaign
‐ MMSCampaign
‐Dealer/StoreLocator
![Page 12: Internship Research Project Mobile Advertising Forms](https://reader034.vdocument.in/reader034/viewer/2022051323/549867fbac79592f2e8b563a/html5/thumbnails/12.jpg)
MobileBannering
• Landrover• Pepsi• Ford• Hyundai• Toyota
⏎
![Page 13: Internship Research Project Mobile Advertising Forms](https://reader034.vdocument.in/reader034/viewer/2022051323/549867fbac79592f2e8b563a/html5/thumbnails/13.jpg)
Wallpapers
• Pepsi• Ford• Hyundai• BudLight• Absolut
⏎
![Page 14: Internship Research Project Mobile Advertising Forms](https://reader034.vdocument.in/reader034/viewer/2022051323/549867fbac79592f2e8b563a/html5/thumbnails/14.jpg)
MobileGaming
• MTVNetworks• Unilever• BudLight
⏎
![Page 15: Internship Research Project Mobile Advertising Forms](https://reader034.vdocument.in/reader034/viewer/2022051323/549867fbac79592f2e8b563a/html5/thumbnails/15.jpg)
MobileContentLandingspage
• Absolut• Hyundai• Jaguar• Mazda
• Toyota
⏎
![Page 16: Internship Research Project Mobile Advertising Forms](https://reader034.vdocument.in/reader034/viewer/2022051323/549867fbac79592f2e8b563a/html5/thumbnails/16.jpg)
MobileVideo
• Unilever• Mazda
• SEAT• Ford• Pepsi
⏎
![Page 17: Internship Research Project Mobile Advertising Forms](https://reader034.vdocument.in/reader034/viewer/2022051323/549867fbac79592f2e8b563a/html5/thumbnails/17.jpg)
SMSCampaign
• Pepsi• HistoryChannel• Panasonic• Snapple• KISSFM
⏎
![Page 18: Internship Research Project Mobile Advertising Forms](https://reader034.vdocument.in/reader034/viewer/2022051323/549867fbac79592f2e8b563a/html5/thumbnails/18.jpg)
MMSCampaign
• Vodafone• SamsungFunClub
• Coca‐Cola• Pon,ac
⏎
![Page 19: Internship Research Project Mobile Advertising Forms](https://reader034.vdocument.in/reader034/viewer/2022051323/549867fbac79592f2e8b563a/html5/thumbnails/19.jpg)
GameDemo
• SamsungFunClub
⏎
![Page 20: Internship Research Project Mobile Advertising Forms](https://reader034.vdocument.in/reader034/viewer/2022051323/549867fbac79592f2e8b563a/html5/thumbnails/20.jpg)
SMSNo,fica,ons
• Expedia• WilliamHill
• BP• Renault• Jameson
⏎
![Page 21: Internship Research Project Mobile Advertising Forms](https://reader034.vdocument.in/reader034/viewer/2022051323/549867fbac79592f2e8b563a/html5/thumbnails/21.jpg)
MMSNo,fica,ons
• Vodafone• Coca‐Cola
⏎
![Page 22: Internship Research Project Mobile Advertising Forms](https://reader034.vdocument.in/reader034/viewer/2022051323/549867fbac79592f2e8b563a/html5/thumbnails/22.jpg)
Dealer/StoreLocator
• Landrover• Hyundai• Toyota• SEAT• Jaguar
⏎
![Page 23: Internship Research Project Mobile Advertising Forms](https://reader034.vdocument.in/reader034/viewer/2022051323/549867fbac79592f2e8b563a/html5/thumbnails/23.jpg)
Conclusion
• Automo,veandfoodmarketsarewellpresentedinthefieldofmobileadver,sing
• TogainaWen,on,marketeerstendtousemobilecontent(i.e.wallpapers,ringtones,videos)
• SMSorMMSno,fica,onsaremainlyusedinac,onorientedcampaigns
![Page 24: Internship Research Project Mobile Advertising Forms](https://reader034.vdocument.in/reader034/viewer/2022051323/549867fbac79592f2e8b563a/html5/thumbnails/24.jpg)
Ques,ons?