Finding Content with Wireless Advertising (573 words)
by Brendan Maher
The three Rs will be fundamental in driving advertising to personal wireless devices. Reaching the customer at, "the right time, the right place and in the right context," will not be a mere plus for the medium, it will be absolutely critical, according to Mats Eriksson, product business manager for Ericsson Mobile Internet Applications.
"This is clearly a sexy route," says Chris Dennis, CEO of Mediatude, a U.K.- and Sweden-based company that, with Ericsson, conducted a pilot study to explore the viability of wireless advertising among more than 5,000 mobile phone users in Sweden.
"With a mechanism attached to the consumer's hip, you have the ability, on a permission basis, to access those consumers in an almost flawlessly targeted manner. This is a giant step in the direction of one-to-one marketing," Dennis says.
But, this isn't just another plan to triangulate a person's location and gently nag, "Wouldn't you like a café latté?" every time he or she passes a Starbucks. No, even as hundreds of companies have moved on to dot-com heaven because their sites were hardly worth visiting, wireless advertisers are latching on to the "content is king" model. Instead of the constant push, Ericsson and Mediatude, along with Mediatude's partners, are providing things the participants actually want.
How about sports scores, IT news, stock prices or e-mail? People want them. Some even claim to need them. But these services cost money. With advertisers footing the bill, the customers are happy, and the advertisers can enjoy a nearly 100-percent reach to a highly targeted audience.
Research subjects in the pilot study were given the option of receiving a free short message service (SMS) through their mobile phones if they'd complete a user profile and agree to accept advertising messages attached to subscribed content.