Cell phone carriers such as Sprint Nextel, Vodafone and Verizon (Quote) are taking their first steps toward full-fledged mobile advertising. And with good reason.
According to market research firm ABI Research, advertisers are poised to spend $1.95 billion by 2011 to deliver ads to North American phones. Also according to ABI, those ads could yield better click-through rates than banner ads (between 2 percent and 3 percent, compared to 0.2 percent).
The temptation of green fields notwithstanding, Gartner analyst Ken Dulaney noted that carriers should be wary of creating consumer backlash. Compared to PC-based ads, said Dulaney, mobile phone users could be faced with 10 screens.
The founder of a consumer watchdog group also warned against ad fatigue.
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