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sites) their banner could appear in, for example: A sports show brand having their banners
served into sports portals.
Mobile advertising networks are becoming more sophisticated and increasing their targeting
capabilities. When booking a campaign, always keep this in mind.
3. Understand the medium
It’s important to always understand the medium and how end users will engage with the
advert being displayed. PCM’s lend themselves in most cases to responses using a premium
rated SMS or USSD service with a low end user charge. Generally the subscriber sending the
PCM request (Party A) has no (or low amounts) of airtime and might not necessarily have a
WAP enabled handset. However the subscriber receiving the PCM (Party B) might have a
high-end handset and might be interested in the service being advertised so a mobile site
might be a good option to explore (where possible and appropriate). PCM’s only have 110
characters so an advertiser really needs to be creative with the limit space available.
WAP banner advertising on the other hand, allows for richer engagements as only a
subscriber with a WAP enabled handset or smartphone can view the banner. The one tip I
can give any advertiser, if you are going to execute a click through campaign from a WAP
banner please direct the subscriber to a site optimized for mobile devices. Majority of
devices that engage with WAP banners are feature phones that cannot display a normal
web site like an iPhone or Galaxy SII.
4. Campaign reporting
It’s important to understand and track the success of a mobile advertising campaign. WAP
banner advertising lends itself to more granular reporting. So when analyzing your campaign
especially when you as an agency are presenting the reports to a client, provide an
understanding of the actual handsets that engaged, date stamps of engagement activities
and so on. This data will assist in planning the next campaign so more targeted techniques
can be applied to the campaign.
5. CPM vs. CPC vs. CPA