How do I buy advertising on the Mobile Web?

Buying advertising on the Mobile Web is similar to buying display advertising on the Internet. Graphical, interactive display ads are the predominant ad unit. In most cases, Mobile Web banner ad impressions can be purchased on a cost per thousand (CPM) or a cost per click (CPC) basis. Mobile offers targeting possibilities beyond that of traditional media. As this develops further, we would expect to see a range of targeting options
made available covering context, demographic and behavioral attributes. Any targeting options made available will comply with existing national level, legal and regulatory frameworks governing privacy and personal data.
Some operators and publishers that have Mobile Web sites sell mobile ads directly, while others allow their inventory to be sold by a third party, either as premium inventory or as part of a mobile ad network.
The biggest difference between buying Mobile Web display ads and Internet display ads is that Mobile Web ads are not sold by unit size. Because the sizes and resolutions of mobile phone screens vary, the way the content looks on those mobile phones will also vary. The sizes of Mobile Web banners as defined in the

MMA Mobile Advertising Guidelines are optimized to best fit the mobile phone on which the ad is being
viewed. This improves the user experience, ad readability, creative flexibility and effectiveness. This is why many publishers and ad networks may ask you to provide multiple versions of your banner creative with your Mobile Web campaign.

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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.

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