Mobile advertising: present and future impact on the digital content ecosystem
DOI:
https://doi.org/10.24137/raeic.1.1.8Keywords:
mobile content, mobile ecosystem, value chain, business modelsAbstract
Advertising is one of the most influential factors with the greatest potential in shaping the current mobile content ecosystem (Aguado and Martínez, 2006). However, despite its importance, the form and scope of persuasive communication practices (corporate or institutional) in the mobile environment are still in the process of being defined. Its status as an industry in the process of transformation derives from several conclusive factors, including the emergence of new players, the resistance of traditional players in the sector to incorporate mobile as a central element of integrated strategies, the development of new advertising platforms and services focused on mobility and, above all, the impact of new value niches around emerging techno-economic aspects, such as the exploitation of personal information. This paper analyses the current state of mobile advertising based on the structuring of its value chain, identifying its strengths and weaknesses as well as the barriers that hinder its development. The work is part of the MOBILE MEDIA research project, carried out between 2009 and 2013, in which the evolution of the advertising industry in the mobility sector is a decisive factor in the definition of business models for mobile content. The results allow us to address a redefinition of mobile advertising communication strategies towards pull-type models in which the boundaries between advertising and other forms of strategic communication are dissolved and where the integrating role of mobile devices becomes relevant.
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