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More Marketers Reach Customers with Cell Phone Ads

Cell phones play a very important role in our lives, and marketers have utilized the potential of mobile ads to reach target customers. According to Sheth at the Wall Street Journal, the money spent on cell phone video ads is predicted to grow from last year’s $12 million to this year’s $90 million. By 2014, this number will increase to $485 million, which contributes to $1.8 billion of cell phone advertising. Over the years, cell phone ads have moved from the “traditional” banner platform to “rich-media spots,” --- where ads can be expand to a whole cell phone screen, featuring videos and/or games. With rich media, marketers can hold cell phone users’ attention and charge more for ads. As compared to banner ads, which cost between $8 and $15 per thousand impressions, costs of rich-media ads range from $15 to $50 per thousand impressions.

One challenge, however, is to play the “right ads” to the “right” customers. I expect this problem would be an “easy-fix” because cell phone carriers already have rich market data of their subscribers. Regardless, it is important to allow cell phone users to opt-in and opt-out the options of receiving rich-media ads.

We have discussed the business applications of cell phones in this blog (i.e. employee recruitment , mobile coupons , and iPhone travel apps ). Now, it is time to think “rich” when implementing a mobile marketing strategy.

References:
Sheth, N. (2010, August 6). Newest Cellphone Ads Crave Entire Screen. The Wall Street Journal, p. B7.
Picture was downloaded from: http://tinyurl.com/linchikwok08102010P

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