January 16, 2006
Marketers Interested in Small Screen
Television-style advertising is coming to a mobile phone near you, reports The New York Times. "It is part of a broader push by marketers to create a new generation of "up close and personal" ads by delivering video, audio, banner displays and text clips over a device carried by most American adults."
"Marketers said they were particularly excited about the prospect of eventually using cellphones, many of which are equipped with global positioning systems, to send ads to consumers based on their location. With that information, marketers could, in theory, send pitches from retailers to cellphone users who might be in the vicinity of a store.
... The wireless carriers say the risk of losing customers is a strong incentive to keep down the marketing noise. It is illegal for carriers to sell phone numbers to telemarketers. And in their contracts with content providers, like CBS Sports and other channels, the carriers can keep out advertisers who send unsolicited messages.
... For now, mobile marketing is still rudimentary. But that is expected to change quickly, with phone-based ads incorporating more sophisticated graphics and videos this year."
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