Mobile barcodes have gone from niche engagement tool to center-stage digital marketing vehicle, breathing life into traditional and digital marketing media by allowing brands to instantly engage with their target audience. Adding a mobile barcode to a static print advertisement, or on package or at shelf creates a new interactive opportunity for the brand owner or retailer to engage their target audience wherever they are.

Yearly comparisons show that mobile campaigns in the past year have done a great job of capturing consumers’ attention (Mobile Ad Awareness metric) and educating them (Message Association metric). For the most part, the other metrics have remained relatively stable over the past three years. This demonstrates that mobile is maintaining its effectiveness, even as it becomes more established.

Mobile Internet – Delivering on the Promise of Mobile Advertising represents the first in a series of white papers from Yahoo! that provides an overview of the mobile landscape, explores the potential of emerging applications and explains mobile capabilities to marketers looking to integrate mobile into their advertising campaigns. This paper discusses mobile and tablet usage, delivers insights about mobile advertising effectiveness, presents real world case studies and details current best practices in mobile advertising.

Admob serves ads for more than 5000 mobile web sites. This monthly report offers a snapshot of the data in our network to provide insight into trends in the mobile economy.

The second issue of going mobile provides a detailed insight into the changing nature of the online audience and gives media planners a valuable tool to help them develop effective promotional campaigns, based on an up-to-date picture of their target market.

Going Mobile provides a glance an at-a-glance summary of quarterly trends in mobile internet usage across Europe. The data represented is based on research conducted by M:Metrics, giving media planners and buyers an authoritative and independent view of the sector.

With the rise of mobile internet use, especially among a young, affluent demographic, advertisers a keenly interested in positioning to reach this audience. Mobile advertising is predicted to grow at an average rate of 72 percent each year for the next five years. The question for many advertisers is can this growing medium become a new way to generate customers and strengthen their brands? Please note that this case study is for a US retail banking institution and is based on US customer data.

• MTV Networks' the N About a Girl
• Hyundai revs up its new luxury vehicle with mobile advertising
• Land Rover drives customer awareness with mobile advertising
• Ford drives interest in new iKool model with mobile
• Unilever increases teen awareness with multi-faceted mobile campaign

“...Mobile is a fairly recent addition to many media plans, it's important to understand exactly how consumers move through the various brand development stages.”