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The Future Of Advertising On Cell Phones
onventional Advertising popular. Contextual advertising
took targeted advertising to the
Most people often ignore next level and made ads even more
advertising and are actually even relevant for people. These
irritated by it. This is because targeted ads, also called smart
people find that the ads, which ads, have allowed advertisers to
can be found anywhere and not only reach a more receptive
everywhere at anytime, were more audience but also to cut their
often than not irrelevant for advertising costs. Advertisers
them. Furthermore the impact of scrambled to place ads on the
the ad campaigns when launched is Internet and the Internet
very difficult to assess. There advertising industry boomed to
is also a big possibility that reach $9.6 billion in revenue in
with most people’s negative 2004. The advertising industry
attitude towards ads, much of the has finally realized the power of
campaign efforts go to waste. the Internet as a medium for
Because of this business owners advertising.
usually have second thoughts
about investing on serious Smart Ads in Cell Phones
campaign ads.
However, for forward thinking
Advertising in the Internet marketers there are even better
ways and an even better medium in
With the advent of the Internet, which smart ads can be
new advertising models have come implemented. To them the ultimate
out that appear to be more medium for smart ads would be a
effective when it comes to device that would enable
reaching the advertisers’ advertisers to target specific
audience. Targeted advertising individuals and send or show them
became very popular and is still their supposedly relevant ads
anytime of the day at anyplace. Cell Phone Spam
The device that fits this
criterion is the mobile phone or The field of advertising in cell
cell phones. phones is indeed very lucrative
for advertisers but they need to
Cell phones are the ideal smart think of creative ways to deliver
ad machine for marketers because: their ads via the cell phone or
1) a large percent of the world’s their ads will eventually turn
population owns cell phones, 2) into spam. In Europe and Japan
cell phone owners use their cell mobile spanning is already banned
phone all the time and their by their law. However in United
phone is rarely far from their States and other parts of the
side, and 3) owners usually read world mobile spammers in the
their messages before deleting guise of informative messages are
them and would rarely ignore a beginning to annoy users. Take
text message. Because of these the case of the Acacia National
facts advertisers who wish Mortgage Corporation as an
consumers to see their ad even example. Due to lowered interest
for a brief period will find that rates they sent an advertising
they have a large base of cell text message to 90,000 cell
phone users who will spend a few phones. However, the unsolicited
moments actually reading their ad message from them prompted Rodney
before deleting them. In other Joffe, who was interrupted during
traditional media like the a “Riverdance” performance at
television or in magazines users Arizona State Unversity, to file
often just change the channel or a lawsuit against them, which in
turn the page as soon as ads come turn initiated a new bill in
out without paying any attention California that bans “wireless
to the ad. spam”. According to Joffe, an
Internet marketing expert, he is
“determined not to let cell phone cell phones. With the new and
spam rise to the level of e-mail more technologically advanced
spam before doing something about phones capable of playing music
it”. Governments and the wireless aside from videos, more and more
industry do worry about cell people find themselves
phone spam too and are taking downloading ring tones and Vcasts
initiatives to start banning (videocasts). However since the
them. However in them mean time choice of ring tones and Vcasts
companies are still free to send to download are controlled by the
text messages to cell phone users telecoms they are able to give
and they still do. It is also extra publicity to certain
very probable that even after artists or labels. For example
laws has been passed banning Verizon has used its status to
companies from sending promote the music of its partner
unsolicited text messages on a labels like EMI and Universal.
large scale mobile spamming will This type if advertising as a
still continue. As Jerry whole is effective since it is
Youhanaie, the president of the cell phone users that opt to
Acacia Corp. said, “This is the pay for the service and actually
wave of the future, and if you seek the products.
don’t like it, you need to move
to a different universe”. Cell Phone Downloads
PR in Cell Phones However there are also problems
with the download industry. Some
Other businesses have, however, businesses take advantage of
found more creative ways to peoples’ interest in one ring
advertise their products and tone or wall paper or whatever
brands. The music industry is a feature to send them a string of
sector that benefits much from other unsolicited features. This
is usually done by sending a text unscrupulous businesses, not all
message to users in the guise of downloads are scams and add-on
advertisements. The services are gaining popularity.
advertisements appear to offer Advertisers want to ride with the
free ring tones as samplers if wave naturally and are looking
they reply to the text message or for creative ways to insert brief
to a given number. However, after ads along with the services.
the first free download what Despite the fact that most users
happens is that the user is dislike the idea of having ads
periodically and continuously along with the services in their
other ring tones, which are not cell phones a recent survey
only unsolicited but are not free revealed that 90% of advertisers
of charge as well. The free are already trying to find ways
sampler actually acts as a in which they can place ads in
“subscription confirmation”. This cell phones. It seems that ads in
is strategy is used by businesses cell phones are a sure thing. The
not only for ring tones but for question is whether advertisers
wall papers, games, and other will be able to find ways to
add-on services like jokes, ensure that the ads will be as
weather updates, news alerts, and relevant as the contextual ads in
horoscopes. the Internet and as non-intrusive
as well.
Despite this problem with rather
About the Author:
http://www.theinternetone.net
Read more articles by: Danny Wirken
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