Awhile back, I posted on Third Screen Advertising (i.e. Mobile Phone Ads). To be honest, I'm in favor of this offering as long as it's managed and the mobile phone owner has the option to control the ads being offered. One way of managing this is via Bluetooth, like I mentioned previously.
In a recent article in the Boston Globe, details on how this type of advertising is occuring already are revealed. Here's what I don't like as a consumer:
1) Don't send me bluetooth ads based on proximity beyond 5 - 10 feet (encourage me to walk into the store and see the offer. At least this way you will know I am a qualified lead). Or have something in front of the store so if my interest is piqued, I can turn on bluetooth to see the offer.
2) The best approach is to encourage existing customers to buy... not try to source in new customers from the street or other stores. When I'm in the store, let me approach the billboard and see what the offer is. I may buy another pair of jeans to save 15%.
3) Do not invade my phone with unwanted offers. there is no need to send me a message without my consent. Don't pinp me to tell me that if I turn on bluetooth I will receive a message
4) ADD VALUE!!! If it's not a coupon or special offer, I won't care. This is why greater distance proximity ads will not work. A logo and a tagline will not encourage me to come shop and I don't want to receive 6 at a time
5) Don't let the carriers cash in by charging for bluetooth. Even though bluetooth adds value, I wouldn't pay for it in it's current state
For a good blog on mobile advertising, check out Mobilitee. I'm eagerly awaiting their thoughts on CTIA for 2007. If 2006 was a big year for mobile advertising, 2007's show should be unbelievable!
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