Advertising via wireless networks

Authors:
Ram D. Gopal;Arvind K. Tripathi
Affiliations:
Operations and Information Management, School of Business, University of Connecticut, Storrs, CT 06269, USA.;Management Science Department, Box 353200, University of Washington Business School, Seattle, WA 98195 3200, USA
Venue:
International Journal of Mobile Communications
Year:
2006

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Abstract

The subscriber growth of wireless networks has created an increasing demand for wireless (mobile) advertising. However, at this point there are no standard industry practices to deal with some of the key mobile advertising issues. This research analyses the business model of a mobile advertising firm and highlights some of the key issues for modelling ad deliveries via wireless networks. We also perform an initial experimental study to gauge the significance on advertising effectiveness of some of the vital factors such as distance between retail store and ad delivery location.