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Mobile Ads: Useful or Annoying?

Kim Hart

The promise of mobile marketing has been talked about for several years now, yet we still haven't seen the flurry of cellphone ads that have long been predicted--let alone the sophisticated ads consumers see in other countries.

This week, the Federal Trade Commission held a "town hall" meeting to discuss the state of the mobile marketing industry and what, if any, rules need to be in place to guide its development. Several ad agency folks and other industry execs reported what we've been seeing for a while now: mobile marketing is still largely experimental for many large companies and makes up only a small fraction of overall advertising budgets.

For consumers who'd just as soon not receive ads on their cellphones, that's good news. But mobile marketing is starting to get traction in certain demographics, such as college students. Michael Hanley, professor of advertising at Ball State University, has found through his research that four in 10 students have received mobile ads, and 28 percent of college students would accept coupons on their cellphones. (Coupons for restaurants and movie theaters were most desired).

At the same time, the consumption of mobile content is leveled off, so people typically aren't increasing the amount of content they read and watch on their cellphones as much as they have over the past few years, Hanley said. However, the level of annoyance with mobile ads also seems to have subsided, even as the amount of ads out there grows.

One of the biggest hurdles to mobile marketing lies in the fact that not everyone has an unlimited data plan on their phone. That means they pay a fee to send or receive text messages, click on a banner ad to open a mobile Web site. While the iPhone has helped to change that by making the mobile Internet more accessible, having extensive data plans isn't the norm, said Ben Ezrick, senior strategist of digital innovation for Ogilvy Interactive. He pointed to research that showed 85 percent of iPhone users access the Web on the regular basis, compared to 13 percent of the rest of cellphone users.

Some big brands, such as Cover Girl, are using mobile marketing as a piece of larger ad strategies. "It rarely stands alone," said Jean Berberich, head of Proctor & Gamble's mobile marketing practice. Another problem is that it's hard to tell how effective such campaigns are. "It's all about measurements, and there's not a lot of data to pull from," she said. But from the data she does have, Berberich said she can tell that people are eager to interact with mobile ads. Even though it's a smaller audience, those that actively receive mobile ads engage with the brand nearly five times more than they do with online ads.

I'm curious about how some of you feel about receiving mobile ads. Would you be willing to get them? And if you did, would you find them useful? Or just annoying?

By Kim Hart  |  May 8, 2008; 2:16 PM ET  | Category:  Kim Hart
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I think it's an awesome way to reach audiences that possibly were unreachable before...and the ability to measure it's effectiveness seems much easier than traditional channels.

Posted by: Larry Lee | May 8, 2008 4:47 PM

No, No, a thousand times NO!!

Setting aside the annoyance actor of yet another source of ads in our already-too-bloated-with-advertising lives, it also advances a Big Brother state, with your mobile company tracking your every move so they can send you ads and coupons based on your proximity to clients.

To add insult to injury, they expect the majority of mobile users to pay for the "privilege" of receiving the ads.

It's just another kind of spam, with the added "benefits" of further reducing your privacy while charging you for doing so.

We need a stringent "Opt-In" law to cover all this crap.

Posted by: Pagun | May 8, 2008 5:54 PM

No one likes ads, on the mobile phone or elsewhere, but they've got to pay for the content somehow - good content costs money to produce.

Data charges are a legitimate concern on mobile phones - but this doesn't change the fact that the content provider has to get paid. It's not like the carrier is taking some of your subscription money and passing it on to mobile websites.

Posted by: Greg | May 9, 2008 10:59 AM

Most mobile marketing and advertising requires opt-in from the consumer in order to recieve the content they want, in some cases such as text message advertising require double opt-in.

Posted by: Matt | May 9, 2008 1:48 PM

annoying

Posted by: dan | May 9, 2008 3:01 PM

Jean says, "It's all about measurements, and there's not a lot of data to pull from,". However, if marketers use plain vanilla, and high market penetration, SMS marketing (text messaging - yes, it works) they get both a big market AND a measurable platform. We have even done campaigns with scanable bar coded coupons that connect to the POS system. Don't know how to get more data than that.

Posted by: Peter Levitan | May 9, 2008 7:22 PM

as long as the mobile users opt in and the info isnt sold to other advertisers where's the wrong

Posted by: text is going big | May 12, 2008 11:08 PM

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Our minimum order is 5unit while we accept smaller unit as sample order. The sample order attract 10% discount from normal goods prices.

Product name and model among the listed above.
Amount of unit needed
Shipping Address including name and phone number

Thanks as we wait your reply.

Sincerely yours,
Mrs Vivian Mundol
Company Name -COMMUNICATIONS EBS LIMITED
Registered No.04745757
Address:66 WIGMORE STREET, LONDON, W1U 2SB
Mobile: +447045704398
sdept_ebs@yahoo.com
salesdept_ebs@gawab.com

Posted by: mark | May 27, 2008 11:35 PM

COMMUNICATIONS EBS LIMITED our thoughts and imagination are the only real limit to our possibilities.....but it takes the vision of all possibilities to attain new level of experience.

All our products are brand new not refurbish nor used, they are TESTED OK and seal with all their accessories in the box.

Please check our product invention list which is at manufacturing company prices.We are company base in united kingdom producing conducive atmosphere for every customers.

BELOW IS MOBILE PHONES PRICES...

Nokia Aeon...700usd
Nokia N95 @250usd
Nokia N95 8GB @280usd
Nokia N93i@220usd
Nokia E90 Communicator @200usd
Nokia E65 @ 130usd
Nokia E61i @120usd
Nokia 8801 @ 150usd
Nokia 8800 Sapphire Arte @250usd
Nokia 770 Internet @ 160usd

Apple iPhone 4GB Unlocked @ 200usd
Apple iPhone 8GB 1.1.1 Varsion Unlocked @250usd
Apple iphone 16GB @ 300usd

BlackBerry Pearl 8120 @270usd
BlackBerry Curve 8310 @250usd
Blackberry Curve 8320 @240usd
Blackberry 8300 @ 200USD
Blackberry 8800 @ 180usd
Blackberry 8830 @ 170usd
Blackberry 8700g @ 160usd
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HTC TyTN II BLACK @2400usd
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HTC Advantage Pocket PC (Athena) @ 280usd

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Samsung HP-T4254 Plasma TV................$320USD
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Samsung PPM50M6H Plasma TV ..................................$370USD
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Samsung HL-T5687S DLP TV ...................................$390USD
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Hitachi CMP307XU Plasma TV - 37" EDTV .........................$255USD
Hitachi CMP4120HDU Plasma TV - 42" EDTV ..................$310USD
Hitachi CMP4121HDU Plasma TV - 42" EDTV ......................$322USD
Hitachi CMP4121HDU-512 Plasma TV - 42" EDTV....................$330USD
Hitachi CMP4201/4202U Plasma TV - 42" HDTV .......................$335USD
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Hitachi CMP5000WXU Plasma TV - 50" HDTV .....................$400USD
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Sharp Aquos 65 LCD TV .............................$410USD
Sharp LC32D7U LCD TV ...........................$260USD
Sharp LC-45D40U LCD TV .................................$300USD
Sharp LC-57D90U LCD TV ..................................$400USD
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Pioneer PDP-4330HD Plasma TV .........................$300USD
Pioneer PDP-433CMX Plasma TV .........................$290USD
Pioneer PDP-503CMX Plasma TV .........................$344USD
Pioneer PDP-50A5HD Plasma TV.........................$350USD
Pioneer PDP-502MX Plasma TV.........................$320USD
Brand New NEC TV
NEC 84VM5 Plasma TV.........................$460USD
NEC 84VP5 Plasma TV .........................$470USD
NEC 61XM2S Plasma TV .........................$450USD
NEC 61MP1 Plasma TV .........................$460USD
NEC 42MP2 Plasma TV .........................$310USD
NEC 42VP4 Plasma TV .........................$320USD
NEC 42VP4D Plasma TV .........................$300USD
NEC 42XR3 Plasma TV .........................$305USD
NEC 50MP1 Plasma TV .........................$330USD
NEC PX-50XM4A Plasma TV.........................$340USD
NEC PX-50XR4A Plasma TV.........................$345USD
NEC PX-61XR3A Plasma TV .........................$400USD
NEC 61XM3 Plasma TV .........................$410USD
NEC 50XM5 Plasma TV.........................................$420SD
NEC 60XM5 Plasma TV .............................................$430USD
NEC 60XR5 Plasma TV.........................$435USD
NEC 50XM3 Plasma TV .........................$390USD
NEC 50XM3S Plasma TV.........................$370USD
NEC 50PD2 Plasma TV .........................$380USD
NEC PX-61XM4A Plasma .........................$400USD
NEC PX-61XR4A Plasma TV .........................$410USD
NEC 50MP2 Plasma TV.........................$420USD
Brand New PHILIP TV
Philips 63PF9631D Plasma .........................$460USD
Philips 50PF9830A Plasma TV .........................$350USD
Philips 42FD9954 Plasma TV .........................$290USD
Philips 50PF9956 Plasma TV .........................$330USD
Philips 32FD9954 Plasma TV.........................$250USD
Philips 50FD9955 Plasma TV .........................$340USD
Philips 42PF7321D Plasma TV .........................$320USD
Philips 42PF9631D Plasma TV .........................$325USD
Philips 50PF7321D Plasma TV .........................$360USD
Philips 50PF7320A Plasma TV .........................$340USD
Philips 50PF9631D Plasma TV .........................$330USD
Philips 42PF9936D Plasma TV .........................$300USD
Philips 32PF9966/37 Plasma TV .........................$240USD
Philips 42PF9630A Plasma TV .........................$300USD
Philips 50PF9630A Plasma TV .........................$350USD
Philips 32PF9996/37 Plasma TV .........................$230USD
Philips 50PF9966 Plasma TV.........................$390USD
Brand New PANASONIC TV
Panasonic TH-65PHD7UY Plasma TV .........................$455USD
Panasonic TH-65PX500U Plasma TV .........................$460USD
Panasonic TH-65PF9UK Plasma TV .........................$470USD
Panasonic TH-37PH9UK Plasma TV .........................$200USD
Panasonic TH-37PX60U Plasma TV .........................$220USD
Panasonic TH-42PX60U Plasma TV .........................$320USD
Panasonic TH-42PH9UK Plasma TV .........................$330USD
Panasonic TH-37PWD8UK Plasma TV .........................$230USD
Panasonic TH-42PHD8UK Plasma TV .........................$350USD
Panasonic TH-42PX600U Plasma TV .........................$300USD
Panasonic TH-42PX75U Plasma TV.........................$310USD
Panasonic TH-37PWD7UY Plasma TV .........................$315USD
Panasonic TH-42PD50U Plasma TV .........................$320USD
Panasonic TH-50PX60U Plasma TV.........................$400USD
Panasonic TH-50PH9UK Plasma TV .........................$390USD
Panasonic TH-42PWD7UY Plasma TV .........................$335USD
Panasonic TH-50PX600U Plasma TV .........................$380USD
Panasonic TH-50PX75U Plasma TV .........................$370USD
Panasonic TH-42PWD6UY Plasma TV.........................$300USD
Panasonic TH-42PX50U Plasma TV .........................$325USD
Panasonic TH-50PHD8UK Plasma TV.........................$330USD
Panasonic TH-58PX60U Plasma TV .........................$400USD
Panasonic TH-50PX50U Plasma TV .........................$390USD
Panasonic TH-58PX600U Plasma TV .........................$410USD
Panasonic TH-50PX25UP Plasma TV .........................$420USD
Panasonic TH-65PX600U Plasma TV.........................$430USD
Panasonic TH-65PHD8UK Plasma TV.........................$440USD
Brand New LG TV
LG MU-50PM10 Plasma TV - 50" HDTV .............................$450USD
LG MU-60PZ10B Plasma TV - 60" EDTV..............................$500USD
LG MU- 71PY1M Plasma TV-71"HDTV...........................$550USD
LG 42PM1M Plasma TV - 42" HDTV .........................$330USD
LG 42PX3DCV Plasma TV - 42" EDTV .....................$340USD
LG DU-42PX12XC Plasma TV - 42" HDTV.............................$350USD
LG 50PM1M Plasma TV - 50" HDTV.........................$380USD
LG 50PX2DC Plasma TV - 50" HDTV .....................$390USD
LG MU-60PZ95V Plasma TV - 60" HDTV....................$420USD
LG MU-40PA10B Plasma TV - 40" EDTV ........................$335USD
LG MU-42PM11 Plasma TV - 42" EDTV ........................$320USD
LG MU-42PM12X Plasma TV - 42" HDTV .....................$324USD
LG MU-42PZ11B Plasma TV - 42" EDTV .........................$355USD
LG RU-42PX10C Plasma TV - 42" EDTV........................$365USD
LG DU-50PX10C Plasma TV - 50" HDTV...............................$440USD

Our minimum order is 5unit while we accept smaller unit as sample order. The sample order attract 10% discount from normal goods prices.

Product name and model among the listed above.
Amount of unit needed
Shipping Address including name and phone number

Thanks as we wait your reply.

Sincerely yours,
Mrs Vivian Mundol
Company Name -COMMUNICATIONS EBS LIMITED
Registered No.04745757
Address:66 WIGMORE STREET, LONDON, W1U 2SB
Mobile: +447045704398
sdept_ebs@yahoo.com
salesdept_ebs@gawab.com

Posted by: mark | May 27, 2008 11:40 PM

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