Although it is quite closely related to online and internet advertising, Mobile advertising has a much larger importance than these other kinds of advertising because there is a larger range of people they can get at. Its advertising effectiveness is driven by novelty and there is also the benefit that alarger proportion of the mobile screen is devoted to ads than in online websites, and it also offers better targeting than most media.
SMS Advertising
The fact that mobiles permit a two way communication, (opposite to the one-way communication of the radio, televisionor newspapers) convinced publicity specialists that SMS was the best media for their adverts (all mobile phones can receive and send text messages nowadays). Some media and mobile experts even called it the seventh mass media channel.
The advantage of SMS communication is the fact that it permits the media industries and advertisers to evaluate market response immediately and it doesn’t require any additional functionality from the mobile phone. As well as this the instant messaging permits companies to advertise in a location-sensitive way, depending on where the possible client is at the moment.
On the other hand, some messaging services, like Whatsapp don’t serve advertisements. In Whatsapp CEO Jan Koum’s words, the firm is dedicated to mressaging, and won’t serve ads to its millions of users.
MMS Advertising
The greatest benefit of MMS Advertising (apart from being able to target clients specifically and giving them the information they want when they really need it) is the fact that the advertising campaign’s success can be evaluated.
It is different to SMS advertising in that the possible clients can be entertained by images, music or video while they attend to the ad.
Landing pages
Landing pages are those pages a user gets to after clicking on a link. It may be a website’s homepage or a specific page for a product or service and it doesn’t necessarily have to be linked to the main homepage. For example, it might just direct the possible client to a page where he/she can purchase the product.
The main function of a landing page is to turn visitors into clients,and its main advantage is that it provides the visitor with personalized information because of the knowledge of what website he or she visited before.
In other words,landing pages are a way to make a more segmented kind of publicity.
There are also other kinds of mobile advertising like advertising during TV receipt on the mobile, full-screen interstitials (they appear while a website is being loaded), and also advertising within mobile games and mobile videos.