For those unfamiliar with the mobile advertising, the IAB recently released a mobile media buying guide for advertisers and agencies covering topics such as the mobile ecosystem, key mobile ad terms, shortcode campaigns and example of various mobile ad executions. This booklet contains everything one would need to get their first mobile campaign up and running.
Advertisers must remember that mobile is not so much different from any other advertising medium. You still need to set performance goals and objectives regardless of the advertising medium. You still need to determine where your target audience resides and you still need to determine how to reach them. In the world of mobile advertising, this may include mobile websites, downloadable applications, mobile messaging and mobile video. Mobile advertising shouldn’t take the place of online or offline, but rather compliment other advertising efforts.