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MOBILE APPLICATIONS 2008

Today’s smartphones, tablets and connected devices are virtually all GPS enabled thus allowing for a myriad of location oriented marketing opportunities. The types of service and marketing described in the sections below are just the beginning – the MMA will continue to monitor the situation globally and provide topical updates as they present themselves. Types of Location Based Services: Below are common types of Location Based Services for consumers and enterprises. Many Location Based Services today combine concepts from several of the types listed below. The examples below are described in terms of functionality. Many of them could, in fact, be realized via a variety of mobile. | mobile marketing association Mobile Applications mobile marketing association Mobile Marketing Association I Version 1.0 I. 0 Introduction.01 2.0 Mobile Applications Overview.01 3.0 Mobile Applications Categories.01 4.0 Mobile Applications as an Advertising Opportunity.02 4.1 Example 1 Mobile Game Advertising - Movistar Betfair.02 4.2 Example 2 Mobile Game Advertising - The Economist.03 4.3 Example 3 Student SMS Composer.03 4.4 The Ad Opportunity.04 5.0 Mobile Application Advertising Units.05 6.0 Mobile Application Ad Serving Considerations.05 6.1 Mobile Application Connectivity.05 6.2 Ad-Serving and Ad Connectivity.05 6.3 Targeting and Rendering.06 7.0 Mobile Application Advertising Response Capabilities.07 8.0 How to Buy Advertising in Mobile Applications.08 9.0 Success Drivers.08 10.0 Outlook and Next Steps.09 II. 0 Who We Are.09 12.0 References.09 13.0 Contact Us.09 14.0 Glossary of Terms.09 The materials found in this document are owned held or licensed by the Mobile Marketing Association and are available for personal non-commercial and educational use provided that ownership of the materials is properly cited. Any commercial use of the materials without the written permission of the Mobile Marketing Association is strictly prohibited. www.mmaglobal.com 2008 Mobile Marketing Association USA 1670 Broadway Suite 850 Denver CO 80202 Mobile Applications I irrìmđ . . mobile marketing association 1.0 Introduction Mobile advertising is a rapidly growing sector providing brands agencies and marketers the opportunity to connect with consumers beyond traditional and digital media and directly on their mobile phones. This document is an overview on mobile applications available to advertisers today including the benefits and considerations to optimize campaign effectiveness and strengthen consumer satisfaction. 2.0 Mobile Applications Overview Mobile applications are a rapidly developing segment of the global mobile market. They consist of software that runs on a mobile