Personalized Interaction: Issues in Mobile Advertising
4 November 2007Mobile marketing is experiencing unprecedented growth, being the fastest rising advertising channel within the past several years. The “Personalized Interaction” panel brought together moderator Ted Cohen, managing partner of TAG Strategic and representatives from Enpocket, Ad Infuse, GoTV, Third Screen Media, AdMob, Amobee and Action Engine to discuss the implications of mobile advertising.
One hurdle that the panel discussed with mobile advertising was acceptance among mobile users. Just as with the emergence of advertising online, people are currently reluctant to see ads over their mobile. However, one panelist noted that 36% of consumers don’t mind seeing ads if they are relevant to the viewer. With relevance, the viewer will place value in the ad, therefore increasing acceptance.
Another issue discussed was finding information on consumer behavior. For example, a marketing company may know that a certain mobile user who is male and in his mid-forties accesses ESPN, CNN and Seventeen magazine mobile content regularly. However, what they may not know is that the user has a 15-year-old daughter who uses the phone as well. Thomas Ellsworth, president and COO of GoTV Networks, mentioned that one industry that has a large amount of information on its consumers is music. The overall challenge for advertisers is to obtain accurate information on consumers like the music industry has, but without overstepping the consumers’ privacy boundaries.
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