Has the Time Finally Come for the Medium of the Future? Research on Mobile Advertising

Shintaro Okazaki

Universidad Autnoma de Madrid

Patrick Barwise

London Business School

INTRODUCTION

Mobile advertising still is a young discipline. An initial attempt to review the research on it in 2004 struggled because very little had been published (Rodriguez-Perlado and Barwise, 2004). Only from 2007 did the authors start to see a significant number of papers boosted by special issues of two journals: Psychology and Marketing in 2008 and the Journal of Advertising Research in 2009.

A striking feature of the literature is that, in comparison with most research in marketing, surprisingly little has been done in the United States (Klaassen, 2010). This may be because mobile developed more slowly in North America than in Europe and parts of Asia.