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The growth of mobile communications over the past two decades has been nearly unprecedented. Wireless penetration, now approaching almost half of the world's population, has reshaped people's lives as well as entire industries. It is now ready to reshape the world of advertising. Until fairly recently, the best that advertisers could do was to deliver ads-on TV, in newspapers or through other media - to an audience which, based on statistical analysis, gave them the highest probability of reaching their targeted demographic. It worked well enough, but with enormous waste. Mobile devices offer a much more attractive value proposition: the chance to reach people wherever they are, with a fairly detailed knowledge of their buying, entertainment and communication habits.
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