Abstract Mobile Advertising has come a solid reality, increasing every year of this decade thanks to huge investments and improvements in it features enabled by new important innovations in terms of formats and technologies. This growth was certainly pushed by the astonishing worldwide diffusion of mobile devices, that represent nowadays one of the most relevant tools through which people interact between themselves, carrying them wherever they go and using them all day long in so many different moments. As consequence, Internet traffic is constantly shifting towards this platform and for advertisers the need of engaging with potential customers online with a mobile approach has emerged. Considering the customer journey, the mobile channel allows to initiate an intimate communication starting from the awareness phase and maintaining it until the eventual purchase; in other words, thanks to smartphones is finally possible to overcome a big issue that in the past affected other digital platforms: exploiting the mobile channel’s unique characteristics, a link between the offline real world and the online environment can be created, with the following opportunity to lead the advertising to be more personalized, stimulating and effective. This work of thesis has as main objective to investigate the following subjects: • presenting a general overview of the Mobile Advertising, at international and national level, in terms of economic dimension of the market, state of art of the solutions available regarding formats and technologies used to implement campaigns; • focusing in particular on Location-Based and Proximity Advertising, that exploit the location data retrieved by users’ mobile devices in order to perform geo-targeting, drive-to-store campaigns and collect relevant information of the audiences; • considering the Italian market with the major aim to discover the current situation of players from the supply and the demand side, in terms of awareness regarding solutions, applications, foreseen trends and eventual barriers that could hinder a further development in the mobile market.
Abstract Il Mobile Advertising è diventato una solida realtà, crescendo di anno in anno nell’ultimo decennio grazie agli enormi investimenti e ai miglioramenti delle sue caratteristiche permessi da nuove importanti innovazioni tecnologiche e di formati. Questa crescita è stata certamente spinta dall’incredibile diffusione a livello mondiale dei dispositivi mobile, che rappresentano ad oggi uno dei più rilevanti strumenti di interazione tra le persone, che li portano con sé ovunque vadano e li usano giornalmente in molti diversi momenti. Di conseguenza, il traffico Internet è costantemente convogliato verso questa piattaforma e per le aziende che vogliono fare pubblicità è emerso il bisogno di intrattenere i potenziali clienti online con un approccio mobile. Considerando il percorso dell’utente nella relazione con l’impresa (la cosiddetta customer journey), il canale mobile permette di iniziare una comunicazione intima partendo dalla fase di awareness e conservarla fino all’eventuale acquisto; in altre parole, grazie agli smartphone è finalmente possibile superare una delle grandi problematiche che in passato affliggeva le altre piattaforme digitali: sfruttando le caratteristiche uniche del canale mobile, può essere creato un collegamento tra mondo reale offline e ambiente online, con la conseguente opportunità di portare la pubblicità ad essere più personalizzata, stimolante ed efficacie. Questa tesi si propone come maggiore obiettivo quello di investigare le seguenti tematiche: • presentare una visione generale del Mobile Advertising, a livello internazionale e nazionale, in termini di dimensione economica del mercato, condizione delle soluzioni disponibili riguardanti formati e tecnologie utilizzate per implementare le campagne pubblicitarie; • focalizzarsi in particolare su Location-Based e Proximity Advertising, che sfruttano le informazioni di geolocalizzazione recuperate dai dispositivi mobili degli utenti per effettuare operazioni di geo-targettizzazione, campagne drive-to-store e raccogliere altri dati rilevanti sulle audience; • considerare il mercato italiano con l’intento di scoprire la situazione corrente degli attori sia dell’offerta sia della domanda, in termini di consapevolezza circa le soluzioni, le applicazioni, i trend futuri e le eventuali barriere che potrebbero ostacolare un ulteriore sviluppo del mercato mobile.
Mobile advertising : analysis of diffusion and opportunities of location-based and proximity advertising
TOGNI, NICOLA
2018/2019
Abstract
Abstract Mobile Advertising has come a solid reality, increasing every year of this decade thanks to huge investments and improvements in it features enabled by new important innovations in terms of formats and technologies. This growth was certainly pushed by the astonishing worldwide diffusion of mobile devices, that represent nowadays one of the most relevant tools through which people interact between themselves, carrying them wherever they go and using them all day long in so many different moments. As consequence, Internet traffic is constantly shifting towards this platform and for advertisers the need of engaging with potential customers online with a mobile approach has emerged. Considering the customer journey, the mobile channel allows to initiate an intimate communication starting from the awareness phase and maintaining it until the eventual purchase; in other words, thanks to smartphones is finally possible to overcome a big issue that in the past affected other digital platforms: exploiting the mobile channel’s unique characteristics, a link between the offline real world and the online environment can be created, with the following opportunity to lead the advertising to be more personalized, stimulating and effective. This work of thesis has as main objective to investigate the following subjects: • presenting a general overview of the Mobile Advertising, at international and national level, in terms of economic dimension of the market, state of art of the solutions available regarding formats and technologies used to implement campaigns; • focusing in particular on Location-Based and Proximity Advertising, that exploit the location data retrieved by users’ mobile devices in order to perform geo-targeting, drive-to-store campaigns and collect relevant information of the audiences; • considering the Italian market with the major aim to discover the current situation of players from the supply and the demand side, in terms of awareness regarding solutions, applications, foreseen trends and eventual barriers that could hinder a further development in the mobile market.| File | Dimensione | Formato | |
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Nicola Togni (884083) - Work of Thesis - Mobile Advertising analysis of diffusion and opportunities of location-based and proximity advertising.pdf
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https://hdl.handle.net/10589/146681