| About mobile advertising in general 1. What's special about mobile advertising?
In essence, mobile devices are just another delivery medium for advertisers (like the Web, TV, radio, print, etc). Mobile advertising is special for two main reasons: one, it can be targeted to the live location of the user and two, the user has a far closer, more personal relationship with the device than she or he does with a PC or TV for example.
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2. Is mobile advertising big business?
Yes, and it's getting bigger. As advertisers struggle to target specific user groups with traditional media such as print and TV, mobile advertising is becoming an increasingly attractive marketing channel.
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3. Why is advertising a business model for so many content-related businesses?
Advertising's essential to revenue generation for the simple reason that interesting, entertaining and informative content must, at some point, be paid for. Advertising funds the provision of the quality content that consumers love.
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4. What are the common pricing models?
New media (internet, mobile, etc) advertising is typically priced by one, or a combination of, three methods: CPM (cost per thousand views), CPC (cost per click), or CPA (cost per acquisition or action of customer). The most common method used for services and portals is CPM. Nokia Interactive offers customers currently a choice of CPM and CPC.
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5. Are there privacy issues associated with mobile advertising?
Nokia Interactive understands the complex issue of mobile privacy and works only to deliver campaigns that are of high quality and carefully targeted to specific user groups.
The personal nature of a user’s relationship with his or her mobile device does mean that advertising via the device carries a higher risk of appearing to intrude on the individual’s privacy.
We understand the dilemma of mobile advertising – one the one hand needing ads to subsidize good quality content, on the other the need to avoid ‘pushing’ ads into an individual’s personal space.
For this reason, we don’t support pop-up advertising, focusing instead on delivering campaigns that users will be happy to engage with.
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About Nokia Interactive6. What is Nokia Interactive?
Nokia Interactive aims to become the largest mobile advertising marketplace in the world. We have recently launched the Nokia Media Network, a global network of mobile internet publishers including Nokia.mobi. The service is based on the most sophisticated management platform available and enables advertisers and those that work with them to produce campaigns that are targeted to specific user needs.
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7. What is the business model for Nokia Interactive?
Advertisers pay to reach mobile users, and Nokia shares the revenue with the publishers and operators in the network.
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8. Who are Nokia Interactive customers?
Nokia Interactive customers are national and global advertisers, publishers, media agencies and mobile operators.
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9. Where do the advertisers come from?
Thanks to the global awareness of the Nokia brand, Nokia Interactive has already attracted interest from advertising agencies, advertising networks, and businesses wishing to promote themselves to mobile device users.
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10. How is the cost of an advertisement determined?
The cost of a mobile advertisement is determined by its reach and the profile of its recipients. Reach is the amount of unique people that will see the ad and user profile is the type of people that will see the ad. It’s important when planning a campaign to consider the availability of specific user profiles.
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11. How easy is it to use the Nokia Media Network?
It' s simple. The Nokia Media Network is fully facilitated, which means that you'll have our team working with you every step of the way. You'll find all the information you need to get started in the customer documents.
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12. What can nokia.mobi bring to advertisers?
Nokia.mobi, the largest mobile portal with over 100 million monthly visits in 120 countries, is part of the Nokia Media Network. In addition to helping to deliver the service's worldwide reach, it has a remarkable performance record with click-through rates in the region of 16%. For examples of successful campaigns, see Nokia Interactive case studies.
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13. What is .mobi?
.mobi is a top level domain name like .com or .org. It' s different from the other top level domains because it is reserved for web sites that are used with mobile devices, for this reason, .mobi sites must follow a user interface guideline developed at the .mobi consortium. The goal of .mobi is to make it easier for the end users to recognize and find web pages that are designed for mobile use.
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