Here's to a new ad vehicle - your cell phone. I'm not quite sure where to file this one (under interactive, out-of-home or elsewhere), so help me out. A few weeks ago I came across an announcement about a New York payphone company that will soon begin playing a 7-second radio-like commercial prior to allowing payphone users to make a call.
Talk about one-to-one marketing!
Earlier this week, however, an announcement from new media direct marketing company Advertising.com took one-to-one to a whole new level. They launched a WIRELESS ad delivery service called AdBroadcast - http://www.adbroadcast.com - that will enable consumers to "earn money for receiving targeted marketing messages on their wireless devices."
In layman's terms, ads will be delivered directly to a user's wireless phone or pager. Users will earn between five and 50 credits - which are worth approximately one U.S. cent - which can be used to pay their monthly service fees, airtime charges, or anything else. Users can earn additional revenue by referring family and friends to join AdBroadcast.
Here's the "point" - consumers are already giving up all kinds of personal information to sign up for this service which means AdBroadcast advertising clients can target ads as precisely as local area phone numbers or store locations in the message. Not to mention age and subject preferences.