It seems that in addition to all the other stuff it announced yesterday 3UK is planning an advertising initiative…In the past its offered free ads such as one for Apple’s iPod which was downloaded 160K times and a movie trailer for It’s All Gone Pete Tong was downloaded 100K times.
“The company intends to continue with these one-off downloadable ads but is also looking for a partner – likely candidates include media buyers Aegis, WPP’s MindShare and Publicis’ ZenithOptimedia – to extend the range of advertising opportunities. The company is considering starting a mobile television channel, which could carry ads, while customers willing to receive communications that correspond with their interests could be targeted directly.”
I was pointed to this story by Russell over at MobHappy who points out: “This is a dangerous game to play if it’s not done incredibly well – it’s not something they should attempt half heartedly. Even assuming permission is granted, wrong targeting or poor timing of the message quickly turn it into Spam. And if they’re perceived to be spamming, permission is withdrawn permanently – there are no second chances in mobile marketing.”
I agree…there’s a lot of scope for advertising on mobile phones if it’s done well…pull ads will have fewer viewers but all the viewers will watch the ad…
Related stories:
–Ads Follow Alerts
–McDonalds Bribes Youth With Mobile Content
–Wiremedia To Broadcast Bluetooth Ads To Cell Phones
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