From the Foreword, Greg Stuart, Former CEO, IAB, Coauthor, What Sticks?

Mobile Advertising

Supercharge Your Brand in the Exploding Wireless Market

Chetan Sharma, Joe Herzog, and Victor Melfi

Published by John Wiley, Feb 2008

Hardback, 432 pages, 68 figures

Foreword by Greg Stuart,

Former CEO and President, Interactive Advertising Bureau (IAB)

Co-author, What Sticks?

Book Events

Seattle Mobile Monday (Feb 18)                     Stanford University (March 19)

 

Download	Preface	Foreword
	Chapter 1- A Brief History of Advertising	Full TOC

 

There’s plenty of buzz surrounding mobile advertising. The next step is transforming that buzz into real business. Mobile Advertising helps do that by covering the conceptual, analytical, and practical applications of mobile advertising, giving marketers, service providers, and investors in-depth guidance on tapping the full potential of mobile advertising. Despite the excitement about mobile advertising, there are significant obstacles to overcome before the medium can become truly meaningful. Here, you’ll find a detailed and honest analysis of the hurdles that remain, as well as perspectives on managing and solving them. The authors address direct response promotions and advertisements; search advertising and its pricing and auction derivatives; and brand-based campaigning. While there’s work to be done, the authors remain bullish on the opportunity. Other topics include: Development and history of mobile advertising Effects of the Internet and consumer control Metrics and measurements for advertising success Complexities, structural deficiencies, and barriers Business models for successful implementation Case studies covering current practice around the world Technology problems and practical solutions The consumer experience and the future of mobile advertising Key insights from top executives in mobile advertising The first comprehensive guide to this nascent industry, Mobile Advertising is perfect for anyone on the technical or marketing side of the mobile advertising equation. Drawing on years of experience from three industry veterans, key insights from top movers and shakers, and detailed case studies from around the world, this is an ideal resource for getting the most out of mobile advertising. TABLE OF CONTENTS 1. A Brief History of Advertising 2. A Digital Revolution 3. A Five-Points Framework 4. Introduction to Mobile Advertising 5. Changes and Accelerators for Mobile Advertising 6. Mobile Advertising Models 7. Case Studies from around the world 8. Technology - The Lifeblood of Digital Advertising 9. What Comes Next? 10. Perspectives 11. Conclusions and Recommendations

Testimonials “This is a remarkably insightful book and I strongly recommend it to anyone who needs to really understand the role of mobile platform in advertising” Ron Elgin, Chairman & CEO, DDB Worldwide Communications Group “The authors of this book have prepared a blueprint to exploit the global opportunity of mobile advertising. The book is practical, clearly written, and very detailed” Dr. Young-Chu Cho, President & CEO, Korea Telecom Freetel (KTF). Board of Directors, GSM Association (GSMA) "Today's youth spends more than 15 hours per day with their phone. One can imagine what a tremendous business opportunity mobile advertising is. Authors of this book explore the critical aspects of this opportunity with analytic rigor, in-depth analysis, and practical insights. I strongly recommend it for anyone involved in mobile and advertising industries." Dr. Yasuhisa Nakamura, Executive Director, NTT DoCoMo, Coauthor, Wireless Data Services: Technologies, Business Models, & Global Markets   "If you believe the future is wireless, then this book is a guide to that future. Simple, fact filled and astute." Om Malik, Founder GigaOM “As mobile emerges as the last true individual “channel,” understanding where the marketer fits will be critical… Mobile Advertising gives us a map of this powerful emerging platform.” Larry Weber, Author, Marketing to the Social Web; Chairman of W2 Group, Inc. (including Racepoint and Digital Influence Group) “Very rarely do books like this offer equal value to both advertising buyers and sellers but Mobile Advertising is a wonderful primer on the mobile landscape and advertising opportunity from both perspectives. Its completeness and clarity makes it an essential resource for any company or person looking to help pioneer or participate in this emerging category.” Chamath Palihapitiya, Vice President Product Marketing & Operations, Facebook “This book is a critical contribution to defining the biggest opportunity in the wireless industry today - Mobile Advertising. And more importantly, it provides a blueprint to exploit that opportunity! Brilliant insights, clearly written -- a must-read.” Paul Palmieri, President & CEO, Millennial Media "This book is a must read for those trying to understand the complexities, risks and opportunities of the rapidly-evolving mobile advertising landscape." Jai Jaisimha, Vice President, Mobile Products and Technology, AOL “The authors provide unique insights into the emerging world of mobile advertising in light of the distinct features – and challenges – of mobile media, and their perspectives will help operators and marketers grow mobile advertising and ensure the delivery of benefits to users, providers, and advertisers alike.” Dr. Robert Roche, VP, CTIA – The Wireless Association

Amazon.com, B&N, Amazon Canada, Amazon UK, Amazon Germany, Amazon France, Amazon Japan, John Wiley