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April 13, 2007

The Mobile is personal - so generic Ads will be a tough pill to swallow

Analysis of: Study says consumers may accept ads—in exchange for free content | www.rcrnews.com
This analysis is solely the work of the author. It has not been edited or endorsed by GLG.
Analysis By:
Jay Chinnadorai, Managing DirectorJay Chinnadorai
Managing Director, Sumtotal.com Ltd.
Implications: - The mobile phone is 'personal'
- Ads need to be very targeted
- Generally the mobile is an 'intruder free' space so unlikely to welcome adverts
- Could work with a consumer 'pull' rather than Advertiser 'push' model

Analysis: Whist this study does show that there is a clear demand for Ad funded business model on the mobile it does miss the point that the mobile phone is a very personal device.

Very rarely (if at all) do people share a mobile with another person - even their own partner! Therefore a generic Ad is unlikely to work.

Even if you personalize the Ad, the mobile is a personal space which is generally deemed to be 'intruder free' therefore - the Ad model can only work if it is consumer 'pull' rather than advertiser 'push'

Other Analyses of the Same Source Article:
Better Unbias Source Information Needed
April 19, 2007, Author: GLG Expert Contributor
Coming to Mobile: Add-Subsidized Content
April 13, 2007, Author: Tal Raeside, Managing Director, Insight Strategic Services
The Weather Won't be That Good to Ad-Sponsored Free Content
April 12, 2007, Author: GLG Expert Contributor
No Kidding - People Want Free Stuff
April 12, 2007, Author: Jay Krihak, Senior Partner, Group Media Director & Gaming Inno, MEC:Interaction
Higher ARPU not in Mobile Audio and Third Screen
April 12, 2007, Author: Gregg Kail, MBA, Reseller Manager, AT&T Corp

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