Cell Phone Ads Are On the Way

RED HERRING : "Mobile marketing executives say the potential to hawk goods over cell phones is big but there are still some challenges.
September 29, 2005
Using the cell phone to hawk products to consumers has big potential for brands, but the emerging mobile marketing industry still has to clear major hurdles in the U.S. market, key executives said Thursday at a convention for the wireless industry.

Mobile marketing, which consists of sending a text message or media clip in the form of an advertisement to a cell phone, is a tricky business, said the media, brand, and ad execs attending the CTIA Wireless IT and Entertainment conference. Cross the line into cellular spam and a brand can easily offend a customer. But smart, targeted ads have already proven to be an effective branding tool. "