chapter  5
22 Pages

Rethinking Interactivity: What It Means and Why It May Not Always Be Beneficial

This chapter focuses on distinctive aspects of mobile media and their possible implications for future advertising research. It reviews the current state of play of mobile advertising. The chapter discusses five generic interactive advertising issues, namely interactivity; intrusiveness, privacy, and security; rich media content; advertising strategies; and measurement and effectiveness. Mobile advertising is still at an early stage and different players are still experimenting with various formats. Furthermore, mobile advertising is just one part of mobile marketing. The mobile medium is generally constrained to the national network for reliable communication and dependent on mobile operators' technology and service quality. Some rich media content such as pictures, video, and high-quality sound used in mobile advertising may pose the same or even more problems as in other forms of interactive advertising because of the small physical size of mobile devices.