The thesis is focused on most recent trends in the mobile marketing industry, paid mobile advertising market structure, size and processes. The aim of the thesis is to define the possibilities of using mobile advertising in two basic segments mobile advertising in search and mobile display advertising. It provides performance results of the paid mobile advertising campaigns and their role in the corporate practice. The last part provides in-depth view about use of mobile advertising at the company AVG Technologies. It illustrates how the company increased the number of app installations and factors that influence the effectiveness of in-app advertising campaigns in general.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:196959 |
| Date | January 2012 |
| Creators | Čierna, Katarína |
| Contributors | Sedláček, Jiří, Melicharová, Kristýna |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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