According to Laura Marriott, executive director of the Mobile Marketing Association, “This is the year that advertising breaks out worldwide." Until recently, mobile technology just hasn’t been sufficient enough to support any large scale advertising, but as networks get faster and phones more advanced, an entirely new market is beginning to emerge. But despite technological advances, marketers are facing a tough battle getting around privacy issues.
The very nature of the mobile phone gives operators information
about their customers that Internet and television advertisers can only
dream of having.Carriers know not just where their clients
live, but where they are at the moment the ad is seen, how much they
spend on phone services, whom they call and when, their age and sex,
what games and music they play on their phones — and how to bill them.People
in the industry say they know that the personalized nature of
cellphones is a double-edged sword: it is what makes the medium
appealing to advertisers, but many people consider the medium too
personal to be invaded by outside interests.
New York Times: Cellphone Ads May Take Off Soon
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