ABSTRACT
Mobile advertising is one of the most preferred advertising media throughout the developed world. What factors are responsible behind this success? Marketers and managers need to understand the unique characteristics of mobile advertising. We find that location and contextual targeting is not possible in any other device or format in the same manner as it is in mobiles. Location is a small physical part of context, and context has to be examined from different perspectives, namely, technical and consumer contexts. Furthermore, we explore advertising domains that can be deployable only in mobiles. These advertising domains include location-based advertising (LBA), SMS, in-application (in-app) advertising, and mobile social media and search engine advertising. The advertising mechanism against each domain is explained for clarity. Then, we present a framework that incorporates location, context, and these advertising domains to establish the writ of mobile advertising over other devices and media. We also incorporate the possible effects of General Data Protection Regulation (GDPR) on mobile advertising. After understanding context, location, advertising domains, and the effects of GDPR, we give some practical cases for effective use of mobile advertising. This chapter will enhance the understanding of managers/marketers and advertisers about mobile advertising and will give a complete road map of the most effective adoption of mobile advertising.
