CABA Information Series

IS-2007-80: Custom Mobile Advertising

Custom Mobile Advertising was a CABA Internet Home Alliance Research Council study that estimated the size of the maximum total addressable market for specific advertising concepts that could be offered via in-vehicle technology, mobile phone technology, and across both platforms. The goal of the study was to gauge interest in specific types of advertising content and advertising delivery mechanisms (such as voice and text). The study examined numerous consumer preferences for various features, including: connectivity options (wireless vs. wired); user interface (voice, text, on-screen menus); media and advertising storage and transfer options (mobile phone, PC, in-vehicle device, other); and user profile controls (computer, phone, in-vehicle).



















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