Mobil reklamcılık nedir?

Mobil reklam; markaların müşterilerine CRM, reklam ve promosyon için doğrudan pazarlama mesajlarını, farklı kurgular ve uygulamalar ile cep telefonuna iletmesidir.

Mobil reklamcılık cep telefonu pazarına yeni bir gelir kaynağı olarak girmek üzere. Reklamların nasıl gösterilmesi gerektiği, hangi reklam modellerinin kullanılacağına dair henüz bir netlik olmasa da, firmalar deneme yanılma yöntemi ile mobil reklam uygulamalarına başladılar. Mobil video, sponsorlu çağrı, kupon sistemleri, wap banner, lokasyon bazlı reklam, mobil search ve mobil internet şimdiden konuşmaya başlanan kavramlar.

2008'de global markaların %90'ının mobil reklama bütçe ayırmayı düşündüğü biliniyor. Mobil reklam pazarının 2011'e kadar 11 milyar dolarlık bir ciroya ulaşması bekleniyor.

Esasında tüm bu gelişmelerin tek bir nedeni var. Ses iletişimdeki artan rekabetin fiyatları aşağı çekmesinden dolayı, firmaların yeni gelir kaynaklarına ihtiyacı olması. Yurtdışında 3G beklenen ilgiyi henüz göremedi ve şu an hayal kırıklığı olarak görülüyor. Premium servis olarak adlandırılabilecek diğer veri transferi uygulamalarındaki kullanım oranı ise şu anlık tatmin eder bir gelir bırakıyor.

Amerikada mobil reklamcılık için en son açıklanan rakamlar 421 milyon dolarlık bir ciroyu gösteriyordu. Genelde dinlenen ya da izlenen reklamlara göre abonelerine fatura üzerinden indirim sağlamak üzere kurulan bu sisteme dünya devi Vodafone İngiltere'de biraz farklı başladı. Reklamları cinsiyet, yaş, bölge gibi kategorize bir şekilde hedefli gönderebiliyor. Yahoo ile yaptığı anlaşma sayesinde ise mobil reklamveren bulma konusunda sıkıntı yaşamıyor. İleride bluetooth ile bir mağazanın yanından geçerken adınıza gelecek indirim çeki gibi örnek mobil reklam uygulamalarını ise ilk gereçekleştirecek firmalardan biri olacak gibi gözüküyor.

Dünya reklam devi olma konusunda emin adımlar atan google, internet reklamlarından sonra tv reklamları, gazete reklamları, radyo reklamları gibi konulara girmişti. Şu sıralar ise bir şehir efsanesine dönüşmüş Google phone'da sona yaklaştığı söyleniyor. Bu gerçekleştiğinde mobil reklam artık durdurulamaz bir noktaya gelmiş olacak.

Sektörü en çok düşündüren şey ise spam reklam. Halen sms ile spam reklam aldığımız bu günler gelecek için çok olumlu şeyler düşündürmüyor bize. E-postalarda bu konuya çözüm bulamayan teknolojinin mobil ortamda daha rahat denetlenebileceği göz önünde bulundurulsa da, yaratacağı gelirden dolayı, cep telefonu servis operatörlerinin spam reklamlar konusunda fazla bir titizlik göstereceğini sanmıyoruz :(

Son bir not: Dünyada 3 milyar cep telefonu abonesi olduğu var sayılıyor.

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