by Amy Kocot, Geary Interactive The mobile ad market is growing quickly. According to iMedia Connection, 39 percent of all text users in the United States are adults over 35 years old - a shift from the once very youthful demographic, providing a wider audience for advertisers than ever before. Additionally, over half the population now uses a mobile phone as their primary line.
This new marketing strategy also brings a heavy re-allocation of campaign spending. According to the Mobile Marketing Association (MMA), 40 percent of major brands have deployed text messaging campaigns and 18 percent have launched multimedia messaging campaigns. MMA research also predicts 89 percent of major brands will market via mobile phone by 2008.
Delivering the Ads The basic application of mobile ad serving is supported by a Wireless Application Protocol (WAP) - a secure plan that allows users to access information immediately through their mobile devices. WAP supports most wireless networks and is maintained through micro-browsers with small file sizes to accommodate low memory restrictions of handheld devices and low bandwidth constraints of a wireless-handheld network.
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.