Harshdeep 2.0

November 16, 2006

Mobile advertising

Filed under: Uncategorized — harshdeep @ 6:45 pm

Both Google and Yahoo want to show you ads on your mobile phone. Yahoo has partnered with Vodafone in UK to show “carefully targeted display advertisements” to volunteering customers, who will in turn get discounts on certain services. Google CEO, Eric Schmidt is even more bullish about the possible benefits of mobile ads for the customer – to the extent of providing free phones.

Google seems to be moving uncharacteristically slow in this direction. It has not entered into any deal with operators. In some countries, it shows ads to people googling on their phone browsers. These ads, keeping with the phone screen sizes, are shorter than the ads meant for the desktop.

Whenever mobile ads come of age, there will be big money involved. Online ads gave thousands of web start-ups a business model and a gigantic revenue stream to Google.

A record $4.2 billion was spent on Internet advertising during the third quarter of 2006, up 33% from the $3.1 billion spent a year ago, according to a study released Tuesday by the Interactive Advertising Bureau and PricewaterhouseCoopers.

Targeted ads

Mobile ads can be much more targeted than the online ads – where ads are mostly selected on the basis of the context of the page on which they are to be displayed.

Mobile ads can be targeted based on your location. GPS receivers are going to be as widely available on mobile phones as cameras have become. But even before that, a coarse estimate of user’s location can be made on the basis of the cellular towers that he can contact. Other parameters that can be used by the targeting algorithm are the user’s profile available from the operator (age, sex, monthly spending in telephone bills etc.) and time of day.

So, if you happen to be around TGIF between 7-8:30pm, you’ll get a notification that their happy hours are on, but only if you are not a minor. How does that sound?


1 Comment »

  1. Quite Similar form of advertising exists via bluetooth.Where a customer is informed abt special promotions at local metro stations.

    Comment by Ranjan Rao — November 18, 2006 @ 6:16 pm

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