Mobile advertising

Mobile advertising refers to using the mobile channel to convince mobile consumers to buy a specific product or service" (ABI Research). These activities might include video advertisements during mobile television broadcasts, or sponsored results from mobile search engine.

At Velti, we like to split the wide variety of possible mobile campaigns into:

• Mobile Advertising campaigns that use applications more impersonal to consumers which aim at acquiring new customers, such as mobile TV and video advertising, and WAP banner ads
• Mobile Marketing campaigns, which include campaigns that use less conventional brand-building strategies such as information alerts, competitions and sweepstakes, on-pack promotions and discount coupons, etc., encouraging the consumer interact with the brand in a more personal manner.

Despite the distinctions between mobile marketing and mobile advertising campaigns, marketing messages and advertising very often exist in the same mobile campaign, making it sometimes difficult to distinguish where one ends and the other begin.