Mobile Web

Mobile Web Advertising Overview

The Mobile Web is fast emerging as a mainstream information, entertainment and transaction source for people on the move and away from a PC. Browsing the Mobile Web is similar to traditional PC-based Web browsing and provides users with access to news, sports, weather, entertainment and shopping sites.

However, there are some significant differences between PCbased access and phone-based access:

• The mobile phone is a highly, targeted device with typically one user. As such, powerfully accurate and relevant communication messages can be delivered where users become instantly engaged with campaigns and content resulting in increased campaign effectiveness.

• The environment in which people interact with their mobile phone does not lend itself to detailed information

search and delivery. Instead, mobile users seek quick and convenient access to information and services when they are out and about. Space on the mobile phone screen is at a premium, and users have limited input mechanisms, so Mobile Web sites need to be easy to navigate using just the mobile phone keypad.

• Today’s mobile phones have a broad range of different form factors, screen sizes and resolutions, all of which presents a challenge for the display and optimal viewing of content and advertising. This document’s recommendations directly address this challenge.

Many operators provide a “home page” that is configured to work well with their subscribers’ browsers. The operator portal (also known as the carrier’s “deck” or on-deck) provides a variety of links to branded, mobile-specific external sites to make it easier for subscribers to navigate. Increasingly, mobile users browse

outside their operator portal. These ”off-portal” or off-deck sites are becoming important destinations for Mobile Web browsing, with sites such as Yahoo!, Facebook, BBC and Sky offering tailored

mobile experiences.

by mma glo