March 13, 2007 5:11 PM PDT

Mobile advertising hits wireless Web first

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(continued from previous page)

"There is a lot of tension growing over who owns the customer," said Charles Golvin, an analyst with Forrester Research. "Is the carrier an impediment or a conduit? Or should content owners and handset makers have a direct relationship with customers? The realistic answer is, it has to be both."

In addition to controlling access to content, mobile operators own a billing relationship with customers, which provides a treasure trove of key demographic information that advertisers would love to use to target consumers. What's more, mobile operators are the only companies that have access to and a right to know the location of their subscribers, which could prove beneficial for selling local advertisements.

While many analysts agree that the carriers' walled gardens won't last forever, for now it's the reality of the market. And for mobile advertising to really be successful, advertisers and media companies need to work with operators to get ads on cell phone screens.

Steinberg of Fox News Channel said that his company is already in talks with its wireless partners about wrapping advertising around video clips delivered through the carrier menu or deck.

"Whether the content is accessed on deck or off deck doesn't matter so much to us as long as we are providing Fox News to users when and where they want it," he said. "So we will have to figure out a way to work with the carriers."

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14 comments

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What about the Customer?
Did anybody think to ask the customers, who already pay steep
premiums for mobile access, what THEY think about more
advertising?
I personally will STOP using my mobile internet if it comes down to
the same advertising cesspool that has plagued my home internet.
I've had to resort to installing ad blockers on all my browsers to
shut this crap off. It sucks my bandwidth and is, more often than
not, completely irrelevant. Keep THAT in mind Cellular carriers! WE
DON'T WANT MORE ADVERTISING!
Posted by rhett121 (73 comments )
Reply Link Flag
What about the Customer?
Did anybody think to ask the customers, who already pay steep
premiums for mobile access, what THEY think about more
advertising?
I personally will STOP using my mobile internet if it comes down to
the same advertising cesspool that has plagued my home internet.
I've had to resort to installing ad blockers on all my browsers to
shut this crap off. It sucks my bandwidth and is, more often than
not, completely irrelevant. Keep THAT in mind Cellular carriers! WE
DON'T WANT MORE ADVERTISING!
Posted by rhett121 (73 comments )
Reply Link Flag
Won't visit the sites.
There is no content I need enough to patronize any web site with mobile advertising!
Posted by Ronald J Riley (27 comments )
Reply Link Flag
Won't visit the sites.
There is no content I need enough to patronize any web site with mobile advertising!
Posted by Ronald J Riley (27 comments )
Reply Link Flag
For more on mobile advertising stats
<a class="jive-link-external" href="http://www.mobilemarketingmagazine.co.uk/2007/01/" target="_newWindow">http://www.mobilemarketingmagazine.co.uk/2007/01/</a>
admob_reports_1.html
Posted by vchattha (2 comments )
Reply Link Flag
For more on mobile advertising stats
<a class="jive-link-external" href="http://www.mobilemarketingmagazine.co.uk/2007/01/" target="_newWindow">http://www.mobilemarketingmagazine.co.uk/2007/01/</a>
admob_reports_1.html
Posted by vchattha (2 comments )
Reply Link Flag
Will avoid products advertised in ways I find unaccpectible
When I find a product is being advertised in a way that I find to be objectionable I will no longer purchase or use that product.

It's the laziest way to fight back against ads. =)
Posted by aethelworth (5 comments )
Reply Link Flag
Will avoid products advertised in ways I find unaccpectible
When I find a product is being advertised in a way that I find to be objectionable I will no longer purchase or use that product.

It's the laziest way to fight back against ads. =)
Posted by aethelworth (5 comments )
Reply Link Flag
No Advertising on Cell Phones
I certainly do not want my cell phone to receive non-requested ads. I pay enough for air time and don't want advertisers to use it for free.
Posted by ajrjr (2 comments )
Reply Link Flag
No Advertising on Cell Phones
I certainly do not want my cell phone to receive non-requested ads. I pay enough for air time and don't want advertisers to use it for free.
Posted by ajrjr (2 comments )
Reply Link Flag
The main issue I see with most mobile marketing approaches and companies is they are just trying to plaster phone apps and other functions with worthless advertisements. Which is almost as bad as spam. &lt;a href="http://www.textcomedia.com"&gt;TextCo Media Mobile Advertising&lt;/a&gt; services take a different approach on this which makes sense. It is advertising and information On-Demand instead of getting a whole bunch of spammed advertisements the consumer receives the ad they want when they want and how they want... Makes sense doesn't it? :D
Posted by textcomedia (2 comments )
Reply Link Flag
The main issue I see with most mobile marketing approaches and companies is they are just trying to plaster phone apps and other functions with worthless advertisements. Which is almost as bad as spam. TextCo Media Mobile Advertising services ( http://www.textcomedia.com ) take a different approach on this which makes sense. It is advertising and information On-Demand instead of getting a whole bunch of spammed advertisements the consumer receives the ad they want when they want and how they want... Makes sense doesn't it? :D
Posted by textcomedia (2 comments )
Reply Link Flag
I understand the feelings of those who do not want advertising on mobile phones. EzMoGo.com or EzMoGo.mobi is a mobile website that enables those with web-enabled phones to access discounts on the products and services that interest them. The concept is to make the savings you want accessible at your convenience. You can text the ads to yourself then pass them on to friends if you choose to do so. It is a spam free site that puts you in the drivers seat.
Posted by jed1107 (1 comment )
Reply Link Flag
It is unfortunate people assume mobile marketing will "junk" up their phones. If any mobile marketing company is worth their weight of their business, they would make sure to run a solid opt-in/opt-out campaign. This places the decision to participate in the hands of the person receiving the text message. JetM is proud of the fact we adhere to these standards of mobile marketing (http://www.getjetm.com OR getjetm.mobi)
Posted by JetMMobile (1 comment )
Reply Link Flag
 

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