Wireless advertising´s challenges and opportunities

Author

Yunos, Hassim Mohamed ; Gao, Jerry Zeyu ; Shim, Simon

Author_Institution

Dept. of Comput. Eng., San Jose State Univ., CA, USA

Volume

36

Issue

5

fYear

2003

fDate

5/1/2003 12:00:00 AM

Firstpage

30

Lastpage

37

Abstract

Rapidly developing wireless net-working technology and the growing mobile-device user base have fueled interest in activities that deliver advertisements to mobile devices over a wireless network. Studies by wireless media research companies indicate that delivering permission-based alerts to wireless phones captures consumers´ attention, drives response actions, and builds brand awareness. Wireless devices are accessible, personal, and location aware. These characteristics allow for highly targeted, flexible, and dynamic wireless advertisements. Yet the target audience is vast, and users must be able to search for information, issue inquiries, and make purchases at any mobile location.

Keywords

Internet; advertising; marketing; mobile communication; Internet; brand awareness; mobile marketing; mobile-device user; wireless advertising; wireless network; Advertising; Asia; Cellular phones; Europe; Internet; Jupiter; Mobile handsets; Personal communication networks; Target tracking; Wireless networks;

fLanguage

English

Journal_Title

Computer

Publisher

ieee

ISSN

0018-9162

Type

jour

DOI

10.1109/MC.2003.1198234

Filename

1198234