December 27, 2006
Advertising on cellphone screens
Starting in January Verizon will allow placement of banner ads on news, weather, sports and other Internet sites on their subsribers’ mobiles. Verizon officials said their initial foray would be a cautious one: they will limit where ads can appear, and exclude certain kinds of video clips.
The interest of advertisers in the medium stems from a theory that ads placed on mobile phones could create a particularly intimate bond with consumers. The gadgets are ubiquitous, personal, and messages could theoretically be tailored to individuals based on demographics like age, gender and location.
Numerous factors have limited the growth of cellphone advertising. Chief among those factors has been the reticence of carriers to allow ads to appear alongside news, sports and other information that is provided by their official content partners.
more about this development in the New York Times of December 26
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