Mobile adverting: The new promising marketing channel

As the repaid development mobile phone and mobile internet, the mobile phone is considered as the import interface between brands and consumers by managers. Mobile advertising, Mobile advertising, which is defined as "any form of marketing, advertising or sales promotion activity aimed at consumers and conducted over a mobile channel", is becoming the new promising marketing channel. Mobile advertising is getting more and more sophisticated. Thus, how to apply mobile advertising to increase advertising effect is an important challenge for CMOs. To help the CMO to understand the mobile advertising, this paper reviewed recent advances in mobile advertising researches.