CABA Information Series

IS-2006-56: Subsidized Media and Location Based Advertising Study

Faced with declining consumption of traditional mass media such as newspapers and broadcast television fare, as well as advertising-skipping technologies like digital video recorders, advertisers are seeking new ways to deliver messages to their target audiences. At the same time, current trends in mobile telecommunications and digital media are opening up opportunities for advertisers to deliver custom-tailored messages to audiences in ways that consumers may find more relevant and compelling than advertising designed for the masses. This research effort was designed to yield insights into two such potential advertising formats, subsidized media and location-based advertising. This report provides a synopsis of the full report available to CABA Internet Home Alliance Research Council members.













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