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The growing popularity of smartphones and mobile internet will trigger the boosting of mobile advertising in the next years. If the Berg Insight forecast will be met, the global mobile advertising market will record an annual increase of 37% and will represent the 15,2% from the global advertising expense in 2017.
More and more brands integrate mobile components into their traditional advertising campaigns, beginning with the applications to mobile websites. The generalization of the HTML5 format will help the boosting of the global mobile advertising in the next years, since it will allow the utilization of a standard language in different mobile phones.
Google also got the third part of all the spent money on global digital advertising, according to eMarketer, that gave out their first global digital and mobile advertising numbers. The numbers of eMarketer showed that Google got 600 million dollars in mobile advertising revenue (AdMob), a number that’s expected to increase in 2013, arriving at 850 million dollars.
This data shows that when we are talking about mobile advertising, the market is increasingly monopolized by a few big companies, leaving little space for other offers, so they could control and establish the market prices and conditions. The numbers are almost flipped for mobile ad impressions, with Android at 48 percent, and iOS at 31 percent.
And mobile games are also a hot property for advertisers, accounting for 37 percent of all ad revenues. Both Android and iOS are growing fast, with Apple impressions growing 29 percent month over month, and Android growing 23 percent month over month. This mobile advertising book explains how to setup, send, and manage advertising programs for mobile telephones. This figure shows how a location based search is the entry of the word "pizza" into a mobile telephone search engine which is combined with the location of the mobile telephone to identify Pizza restaurants that are near the mobile telephone. As with Internet advertising, many people already receive mobile ads but are unaware they have received (and may have responded to) mobile ads.

The types of mobile ads range from fairly simple text links to interactive software programs.
The type of mobile ad and the way it operates varies based on the mobile device capabilities. The possibility of the geolocalization also allows the launching of advertising campaigns using the local and temporal parameters. The main pitfall will be the fragmentation of the market, since the rivals will be fighting in order to get a spot in the market”, says Rickard Andersson. This would seem to indicate that ads on Android cost less per impression, and are not considered as valuable to advertisers as iOS ads.
Mobile advertising is the communication of messages or media content to one or more potential customers who use mobile devices. In this example, a company creates and submits a small banner ad to a mobile advertising network and selects location, time and category as the ad promotion criteria. The mobile ad network receives and reviews mobile ads from content providers or mobile agencies along with the ad campaign name and criteria. This example shows that some of the listings include coupons that can be used immediately at the restaurant. Lawrence Harte is the president of Althos, an expert information provider covering the communications industry.
Ads can be targeted to very specific types of users, triggered to display at specific times, and have several new real-time interactive options. Mobile ads have response types that range from text link clicks to launching new software applications. These capabilities include display, media processing, limited amount of memory, and input control functionality. By far, the most impressions are on smartphones, at 64 percent, with feature phones accounting for 19 percent of impressions. According to strategy analytics, the mobile advertising industry will reach $14.4 billion in 2011. The mobile advertising network submits these ads to multiple mobile networks and keeps track of the transmission, selection and response to these ads.

If the ads conform to the required guidelines and are approved, the mobile ad network can forward these ads to mobile carriers that have been defined by the mobile ad campaign. He has over 29 years of technology analysis, development, implementation, and business management experience. Mobile ad targeting can be performed by using mobile communication channel types that can include mobile communities, download sites, entertainment applications, information services, and specialty portals. As a result, some guidelines have been created to help ensure the user’s experience with mobile ads is reliable and acceptable. The mobile system operators review the capabilities of the mobile devices in their network to determine which devices can receive and respond to mobile ads. The mobile carrier or their portal operators receives and delivers the ads to the appropriate channels and report the status of ad delivery to the mobile ad network.
He has setup, managed, and provided training for keyword advertising, search engine optimization, affiliate links, email broadcasting marketing programs.
Different types of services including short text (SMS), multimedia messages (MMS), WAP, xHTML, or packet data connections may deliver advertising messages. The mobile ad network uses this information to produce marketing reports to the advertiser and to calculate their mobile advertising costs. Harte has interviewed hundreds of Internet web marketing experts and tested many types of web marketing systems to discover the key success principles used for Internet marketing programs.
Harte's combined knowledge and experience in business systems, communications technologies allow him to communicate well with all people within a company that have a need to understand marketing programs and communication systems. He has authored over 80 books on communications technologies and systems on topics including Internet Marketing, Business Finance, Mobile Communications, IP Telephony, and Billing Systems.
Harte holds many degrees and certificates include an Executive MBA from Wake Forest University (1995) and a BSET from the University of the State of New York, (1990).

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