About this product

Product Identifiers

PublisherWiley & Sons, Incorporated, John

ISBN-100470185988

ISBN-139780470185988

eBay Product ID (ePID)63202870

Product Key Features

Book TitleMobile Advertising : Supercharge Your Brand in the Exploding Wireless Market

Number of Pages404 Pages

LanguageEnglish

TopicMobile & Wireless Communications, E-Commerce / Internet Marketing, Advertising & Promotion

Publication Year2008

IllustratorYes

GenreTechnology & Engineering, Business & Economics

AuthorChetan Sharma, Victor Melfi, Joe Herzog

FormatHardcover

Dimensions

Item Height1.5 in

Item Weight22.8 Oz

Item Length9.3 in

Item Width6.4 in

Additional Product Features

Intended AudienceTrade

LCCN2008-295482

Dewey Edition22

Reviews"This is a remarkably insightful book, and I strongly recommend it to anyone who needs to really understand the role of the mobile platform in advertising." ?Ron Elgin, Chairman and 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 and CEO, KTF, and board member, GSM Association "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, Facebook "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, Chairman, W2 Group, and author of Marketing to the Social Web "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 "Today's youth spends more than fifteen hours per day with their phones. One can imagine what a tremendous business opportunity mobile advertising is. The 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 the mobile and advertising industries." ?Dr. Yasuhisa Nakamura, Executive Director, NTT DoCoMo, and coauthor of Wireless Data Services

Dewey Decimal658.872

Table Of ContentForeword. Preface. In Gratitude. About the Authors. 1. A Brief History of Advertising. 2. A Digital Revolution. 3. A Five-Points Framework. 4. Introduction to Mobile Advertising. 5. Challenges 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. Conclusion and Recommendations. Index.

SynopsisPraise for Mobile Advertising "This is a remarkably insightful book, and I strongly recommend it to anyone who needs to really understand the role of the mobile platform in advertising." Ron Elgin, Chairman and 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 and CEO, KTF, and board member, GSM Association "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, Facebook "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, Chairman, W2 Group, and author of Marketing to the Social Web "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 "Todays youth spends more than fifteen hours per day with their phones. One can imagine what a tremendous business opportunity mobile advertising is. The 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 the mobile and advertising industries." Dr. Yasuhisa Nakamura, Executive Director, NTT DoCoMo, and coauthor of Wireless Data Services, "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 and CEO, Millennial Media "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, Vice President, CTIA, The Wireless Association A practical guide to the emerging mobile advertising market Mobile Advertising covers the emerging and vibrant industry of advertising on mobile devices, soon to be a multibillion-dollar industry. This is a complete how-to guide for marketing executives who want to understand this disruptive engagement channel and take advantage of this hot new advertising medium. Drawing on years of experience from three industry veterans, insights from key influencers and decision makers, and detailed case studies from around the world, this book offers practical guidance on getting the most out of mobile advertising. Joe Herzog (Seattle, WA) is Senior Director of Local Search Products at Infospace, Inc., a leading mobile search, media, and technology company. Victor Melfi (Seattle, WA) is Chief Strategy Officer at Voicebox Technologies and an expert in technology strategy, direct marketing, and advertising. Chetan Sharma (Seattle, WA) is President of Chetan Sharma Consulting and a leading strategist and advisor toinfluential technology brands worldwide. "This necessary book is the kind of road map we all wish we had back in 2001. It will guide you to success in mobile advertising and help you cross the chasm from unproven to proven success for your brand. It will help technologists think about what they can bring to the table, and help investors think about where to invest." (Foreword, "Mobile" "Advertising")--Greg Stuart, Former CEO, IAB, Coauthor, "What Sticks", A practical guide to the emerging mobile advertising market, Mobile Advertising covers all the major topics in this emerging multibillion-dollar industry. This is a complete how-to guide for anyone who wants to understand and take advantage of this hot new advertising medium., A practical guide to the emerging mobile advertising market, Mobile Advertising covers all the major topics in this emerging multibillion-dollar industry. This is a complete how-to guide for anyone who wants to understand and take advantage of this hot new advertising medium. Drawing on the experience of three industry veterans, insights from key influencers and decision makers, and detailed case studies, the book gives you practical guidance for getting the most out of mobile advertising.

LC Classification NumberHF5823