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手机广告现在处于发展初期,主要的利益集团如移动运营商、内容提供商和媒体等已开始推出特别活动,来为手机打入广告市场找到方法。手机具有个性化、及时性和交互性等独特优势,能够帮助品牌和广告商接触到新的顾客和目标群体,从而成为富有吸引力的广告工具。虽然使用手机作为媒介来传送广告和营销信息并不是一个新概念,但是2000年以来它主要采用了基于短消息的直接营销方式,在广告界尚未引起强烈冲击。现在情况发生了改变。移动运营商、广告商和广告公司对移动广告的兴趣日益浓厚。在过去12个月内,移动运营商改变了以前对手机广告的抵制态度,开始进行广告服务,并和广告商、制造商一道来尝
Mobile advertising is now in its infancy, with major interest groups such as mobile operators, content providers and the media embarking on special events to find ways to reach the mobile advertising market. With the unique advantages of personalization, timeliness and interactivity, mobile phones can help brands and advertisers reach new customers and target groups and become an attractive advertising tool. Although the use of mobile phones as a medium for the delivery of advertising and marketing information is not a new concept, since 2000 it has mainly adopted direct marketing based on short messages, which has not yet caused a strong impact in the advertising world. Now the situation has changed. Mobile operators, advertisers and advertising companies are increasingly interested in mobile advertising. In the past 12 months, mobile operators have changed their previous boycott of mobile advertising, started advertising services, and worked with advertisers and manufacturers