Want to Avoid Ads? Turn Off Your Cellphone

The latest wave of advertising trends is crashing into what industry insiders call "a pristine media," or, your cellphone. Eric Sylvers' New York Times article, Cellphone Ads May Take Off Soon, exposes this new form of media proliferation, stating that mobile phones provide the kind of personal information that "Internet and television advertisers can only dream of having." Translation: Advertisers will have more access to your personal life than ever before.

There are over 2 Billion people worldwide who use cellphones, all of whom have such personal information as who they call, where they live, and what kinds of music they download available to mobile carriers. Operators can supply this information to marketers who can personally target their users in a variety of (rather invasive) styles. Banner ads may pop up on cell-phone accessed Internet sites, and 15-second spots may play before sending text messages. The advent of this kind of marketing has some people are concerned that their mobile sidekicks are "too personal to be invaded by outside interests."

Currently, most users are charged for receiving text messages, but that, along with some other usage charges, may change. Advertisers are offering a trade-off that may entice users to give in to this new-wave invasion: cheaper or free services in exchange for allowing ads on your PDA. Executive director of the Mobile Marketing Association, Laura Marriott, acknowledges the concern that consumers may have, stating that "privacy is a big issue," and that media moguls have to work together to create a benefit for both marketer and consumer. In return for reduced costs, Marriott suggests that mobile phone users should be able to "opt in for certain times of day and for certain types of advertising." Does this mean that cellphone users may be able to choose what kinds of ads they see, and when they see them?

Not exactly. But the promise of reward can cause us to drool like Pavlov's pup; people who previously abhorred the idea of enduring ads on their phones may become quite fond of smaller cellphone charges. If advertisers channel this idea into other forms of media, it may very well revolutionize the industry. Newsweek magazine already offers tobacco-free editions to subscribers (Businessweek.com), and many readers admit that they would pay more for it. If more marketers begin offering "personalized" product spots such as these, it may spur a higher demand, and thus provide higher revenue to advertisers.

The problems, of course, are as numerous as the potential returns. If cell phones become available to ads the same way as the Internet, the onslaught of unwanted spam messaging and pop-ups may drive consumers away. One report on technewsworld.com acknowledges that "Cellular carriers may find that users will be canceling their contracts and moving to other services if they can not control cellular spam." Industry experts are concerned that offering these services will not in fact attract ad-bealagured audiences, claiming that " four out of every five users opposed the idea."

But the lure of big returns - especially in the wallet - can be a dangerous beast, especially when it affects our main means of communication. The devil's dictionary online dubs the telephone as "an invention of the devil," and it may be true that bargaining with the devil will cost you your soul. Afterall, being raised in America means we all have a price.

I detest the idea of ads on my phone, for it's just one more manic media message I have to filter through or block out to remain sane. But even I, as wary of privacy invasion as I am, admit that I am seduced by the idea of personalized ads in exchange for cheaper charges. And I'm betting there are more people who would jump on board with me than would like to admit.

But remember : opting in to cell phone ads may be a bargain you can't afford - even if it means more money in your pocket. As ad execs admit, the medium is still "in its nascent stage," and implementing a new wave of marketing mania could become out of control. Before you opt in, consider this: cheaper bills may mean more money you have to spend on spam-stifling software, pop-up blockers, and enduring 15 seconds of "I'm lovin' my trans-fat free fries" before you pick up that next call. The convenience and expedience that made you fall in love with your cell phone may become a thing of the past.

http://www.businessweek.com/the_thread/blogspotting/archives/2007/01/i_got_my_hands.html

http://www.technewsworld.com/story/46630.html

http://www.nytimes.com/2007/02/14/business/media/14adco.html?_r=1&oref=slogin