{"id":72,"date":"2007-02-18T11:20:10","date_gmt":"2007-02-18T15:20:10","guid":{"rendered":"http:\/\/blogs.law.harvard.edu\/sunnyahn\/2007\/02\/18\/mobile-advertising-is-it-finally-a-r"},"modified":"2007-02-19T09:11:06","modified_gmt":"2007-02-19T13:11:06","slug":"mobile-advertising-is-it-finally-a-reality","status":"publish","type":"post","link":"https:\/\/archive.blogs.harvard.edu\/sunnyahn\/2007\/02\/18\/mobile-advertising-is-it-finally-a-reality\/","title":{"rendered":"Mobile advertising – is it finally a reality?"},"content":{"rendered":"

According to the New York Times<\/a>, Verizon Wireless will finally start providing mobile advertisements on specific content (e.g., news, weather, sports) it gives to consumer in 2007.\u00a0 One can see why the carriers are doing this – current voice\/data revenues are starting to flatten and they are in need for new services to drive ARPU.\u00a0\u00a0And we all know the\u00a0potential for mobile advertising is enormous – just ask\u00a0the Google folks what advertising has done for them on the Internet.\u00a0 Must say I’m the first to admit that I never thought ads on the Internet as a business model was going to fly.\u00a0<\/p>\n

Yet the Internet and a mobile phone are different mediums.\u00a0 There is something about the mobile phone that is certainly unique to us, and as such, it is as private to us as our credit cards in our wallets – we only give out our phone number when we have to.\u00a0\u00a0To many, it is our last bastion of privacy.\u00a0 As such, to think consumers\u00a0will be ok with\u00a0receiving advertisements on their mobile phone is a shortsighted assumption.<\/p>\n

In its current form, mobile advertising for the sake of mobile advertising is a very risky play.\u00a0 I continue to believe that many will never want to receive ads on their phone.\u00a0 The value proposition for consumers, I believe, is different on the mobile device (as compared to a website search on Google).\u00a0 For those that are\u00a0willing to view ads on the phone, I believe the successful models must be based on 1) an exchange for a good, such as a free product or discounted service and 2) be as targeted as possible.\u00a0 There is supporting evidence to this, with such services as free directory assistance.\u00a0 There is a point in which some consumers are willing to view these ads in return for ‘something’.\u00a0 This ‘something’ has to be as targeted\u00a0as possible\u00a0– it must be information that is viewed by a targeted population (e.g., a sporting ad targeted a rubgy community).\u00a0 Generic ads to the mass market will not cut it on the mobile device..<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

According to the New York Times, Verizon Wireless will finally start providing mobile advertisements on specific content (e.g., news, weather, sports) it gives to consumer in 2007.\u00a0 One can see why the carriers are doing this – current voice\/data revenues are starting to flatten and they are in need for new services to drive ARPU.\u00a0\u00a0And […]<\/p>\n","protected":false},"author":216,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[921,279],"tags":[],"class_list":["post-72","post","type-post","status-publish","format-standard","hentry","category-mobile-devices","category-privacy"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/archive.blogs.harvard.edu\/sunnyahn\/wp-json\/wp\/v2\/posts\/72","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/archive.blogs.harvard.edu\/sunnyahn\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/archive.blogs.harvard.edu\/sunnyahn\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/archive.blogs.harvard.edu\/sunnyahn\/wp-json\/wp\/v2\/users\/216"}],"replies":[{"embeddable":true,"href":"https:\/\/archive.blogs.harvard.edu\/sunnyahn\/wp-json\/wp\/v2\/comments?post=72"}],"version-history":[{"count":0,"href":"https:\/\/archive.blogs.harvard.edu\/sunnyahn\/wp-json\/wp\/v2\/posts\/72\/revisions"}],"wp:attachment":[{"href":"https:\/\/archive.blogs.harvard.edu\/sunnyahn\/wp-json\/wp\/v2\/media?parent=72"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/archive.blogs.harvard.edu\/sunnyahn\/wp-json\/wp\/v2\/categories?post=72"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/archive.blogs.harvard.edu\/sunnyahn\/wp-json\/wp\/v2\/tags?post=72"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}