5. Mobile Advertising

Mobile Advertising is the communication of products or services using mobile devices (mainly smartphones and tablet devices), using advertising channels such as Google adwords to reach a determined audience.
 
You can´t personalise the message into a one2one style conversation, unlike SMS or push messaging.
 
Depending on the channel, you will have more or less ability to target a demographic segment, and/or geotargeting for GPS enabled devices

The way your advertisement is published depends on the channel used. Some examples are 
 

Usually you can choose between pay per click model or a impression model - it depends on the provider you use. 
 
Generally in the “pay per click” model the price depends on an auction
  • The same as the traditional Google Adwords model for the web search 
  • The more you pay per click, the more clicks you will get, because your banners will appear more and than other advertisers paying less
     
You will be able to control your campaign in real time, the same way as you do for Google adwords for desktop search
  • You can set a maximum budget per day, a maximum price per click, etc... 
  • You will have detailed reports about clicks, impressions and so on...

You should change your banner content regularly to get as many clicks as possible without raising the price 
  • Change your banners every 3-7 days 
  • Take the banner creation seriously because the higher your banner CTR (click through rate), the more frequently it will be shown. Thus, you will save your money CTR is the percentage of people seeing an impression of a banner that click on it

Its not just Google - there are other mobile advertising networks
  • They are companies with systems that work like Google Adwords, but instead of using the Google search they advertise your message across their own network (usually free apps) 
  • If you contract an advertisement campaign through one of these companies, your banners will be displayed in the free apps that are included in their network