Mobile advertising : state of the art and trends

As the IT area is going through era of great inventions and developments, industries connected to it are presented with significant opportunities and challenges. This study focuses on the development and transformations that mobile advertising formats and ecosystem are going through in the today’s dynamic environment. The desire to observe these changes is based on the several factors that have initiated big shifts in the mobile advertising ecosystem: • Rapid growth of sales and penetration of smartphones and tablet devices • Changes in the consumer behavior with arrival of the digital era • Technology advancement thanks to the arrival of new powerful mobile targeting, re- targeting and tracking tools for marketers • Evolvement of the value chain with programmatic platforms enabling more efficient trading of mobile inventory • Introduction of new advertising formats available exclusively on the mobile devices This study tends to capture the current state of the mobile advertising ecosystem, identify value chain segments their key players and give an answer to the question about direction the industry is heading to. The research was based on the thorough analysis of contemporary articles, journals and books in the field of mobile advertising, digital marketing, mobile technology and digital consumer behavio, with the aim of capturing an overall picture characterizing the currently available mobile advertising formats and the players making possible their deliver on both demand and supply side ecosystem. The empirical part of the study includes case study interviews with 11 companies from the industry as well as case history analyses of other companies coming representing different segments of the value chain. The result of this post-graduate thesis is an extensive research on the current state of the mobile advertising ecosystem and the development trends shaping the future of it.