It is my position that my phone is a sacred place. I will deal with mobile web advertising that is similar to traditional web. Though eventually their will be Ad Blocking technology. Mobile Advertising should be classy and valuable and Opt-In always. But Google via Android and Twitter are developing location based and behavioral targeting ad serving to invade your phone. Eric Schmidt mentioned in a Business Week interview:
What are the biggest challenges the mobile Web presents?
Let’s start with the fact that the phones are not fast, the networks are not as capable, the ad formats are not standardized. But on the other hand it’s very, very important to solve those problems because a phone is very personal. And so if we know a fair amount about a person, with their permission we can target a useful ad—you know, “It’s Eric. You had a hamburger yesterday, do you want pizza today? There’s a pizza store on the right.” That kind of ad is likely worth a lot of money to an advertiser because it will generate a sale.
In other words, you send a message to the person’s cell phone, saying: “Look, we know you had a burger yesterday. If you want pizza today, just go around the block”?
Right. It may sound creepy, but it might also be quite valuable. People could use advice as to what to eat and where the food is—and of course you can turn it off. So the important thing here is advertising that has value to the person is advertising that is a valuable business. That’s the business we’re in.
The Marketing Sensei wants to know how Google plans this as an Opt-In service vs Push Technology. And how do they know I had a hamburger? BTW this little exchange proves Mr. Schmidt doesn’t really know Mobile.
Now Twitter is planning to make public your Tweet location.
From Marketing Vox:
Twitter is preparing to add an additional detail to each and every tweet published by its users: location, according to co-founder Biz Stone on the Twitter Blog.
“A new API will allow developers to add latitude and longitude to any tweet,” wrote Stone, adding that with “accurate, tweet-level data” you can immediately toggle to the tweets from users in your neighborhood or city — even if you do not follow them. It would also be of use to Twitterers at events “like a concert or even something more dramatic like an earthquake.”
“A small business on Twitter could potentially use the location feature to reach out to local customers, or a Twitter user hungry for pizza could search for nearby pizza joints offering specials,” The New York Times speculated.
The question the Marketing Sensei has is if I turn on this feature does that open the flood gates that enables all local businesses to see me and spam me? Do I really want to be located?
Let’s break down the last point from the New York Times:
A small business owner will be able to broadcast tweet to all people with this service turned on that are within a certain radius! Basically every store/restaurant can do this flooding your phone!
Now the second part. Why would I use twitter to find Pizza? if I have mobile web I can instantly go to City Search or the Yellow Pages just as easy!
So where is the unique value?