Microsoft Begins Selling Ads For MSN Mobile

Microsoft announced today that they will begin selling advertisements on MSN Mobile. Users will find either a small graphic or a text link on their phones, dependant upon the quality and size of their phones.

Click here to read the full article at NewYorkTimes.com.

Local TV Stations Using Mobile Applications To Reach YOU

Local TV stations are now beginning to use mobile applications to reach their audiences. The only question remains is how can it be monetized? Click here to read the full article at Mediaweek.com

Many of the stations are toying with the idea of using a subscription model for an average of $2.99 per month or using an advertising model to profit.

I applaud local tv stations for being innovative and looking at new revenue opportunities. I still have a hard time believing that this is going to be successful outside of the top 15 markets. I don't even know if it will be successful outside of the top 10 markets. Mobile applications are great for the consumer who spends a significant amount of time commuting via bus, ferry, and of course subway, but as we know it is only the major markets where the majority commute this way.

So if I wake up and watch the AM News, then get into my car and drive less than 20 minutes to work; why do I need a mobile application to watch the news or other local content? By the time I reach my desk I can just log onto the local tv stations web site.

So you can see why I'm skeptical of the idea of mobile applications.

Post your comments here and tell me your thoughts as to why mobile applications for local tv stations may be successful.

Nielsen Adds To Their Portfolio By Acquiring Telephia

The New York Times is reporting that the Nielsen Company has acquired Telephia, a cell phone database tracking company for an undisclosed amount. Telephia is a private corporation which focuses in collecting data on cell phone calls, viewed videos, and advertising data.

This marks the first step for Nielsen into the mobile advertising industry. Click here to read the full article.

Mobile Marketing Still Lacking

Click here to read the article from Adage.com.

AOL Takes Their First Step Towards Mobile Advertising

AOL announced this week that they have purchasaed Third Screen Media, a company that specializes in mobile advertising and maintains relationships with several mobile carriers. Click here to read the article.

The purchase gives AOL a direct line to mobile carriers and others in the mobile advertising industry. Mobile advertising is projected to become a hot issue for advertisers as soon as tomorrow, but the problem still lies in the ability to reach the masses. As quoted in this article, Third Screen Media still only delivers about 225 mobile impressions each month, not considered a large number in the mobile industry.

I applaud AOL for taking this step into the mobile industry. While I believe we are still years away from this being accepted by blue-chip advertisers, I think we are even further away from it being accepted by consumers. The cell phone is still a place that we are not getting hit with messages and many believe consumers want to keep it that way. Call to action advertisements are going to be tough as well, because I don't see people walking into grocery stores to redeem their 2-for-1 Coke ads by showing their cell phone to the clerk. I also don't see us spending the time to download the coupon and print it off.

We are in a time right now where consumers don't even want to give out their email because they don't like spam. Spam is nothing more than an email that pops up in your inbox; that you don't even have to click on, just simply delete. Will you continue to fill out your phone number on the registration card if you begin to receive SMS messages every hour? This is the question we will wait on and in the mean time we'll watch several companies spend millions of dollars.

The Future of Mobile Television

Check out the article here at Businessweek.com.

Mobile Phone Advertising Still Lacking

Mobile phone advertising is still failing to make an impact. A new article by the New York Times describes that here.

My opinion on the matter is that mobile phone advertising will take another 4-6 years before we see any significant success. As the article describes, targeting of relevant ads for consumers is very hard. Just because someone is a Sprint carrier doesn't mean they are interested in a free bottle of shampoo or 25% off a major department store.

With television, advertisers can target niche programs on cable and broadcast networks. This gives the advertiser a chance to make an emotional connection with a specific message. Mobile phone ads are to the masses and miss the spot many times due to lack of relevancy. We know nothing about the person holding the phone other than their home location because of their area code. Even that is to be missed because the term "mobile" means they can leave their area.

I don't disagree though with these advertisers and carriers trying the idea. The first to continue to try it and perfect it will be very happy once consumers catch on. But until then, money will continue to be lost and consumers will continue to be disenchanted by the sight of a video or ad popping up on their phone.