Mobile advertising reality check

I heard from a number of readers about my column last week on developing a mobile mindset. In the column, I said that I was beginning to understand the appeal of ad-supported content, but that I thought it would take drastic measures to get me to opt in to receive text-based ads and other offers.

As some readers pointed out, my comments were similar to those of many consumers who say in surveys that they want to have the option to decide whether or not to have mobile advertising messages be delivered to them via their mobile phones.

But in reality we're learning that what consumers say they want is quite different from their actual behavior. One reader from Sprint said that his company has served up billions of ad impressions on the mobile web and mobile video without requiring any opt-in from subscribers, and the company has not received one customer complaint. He believes that as long as advertising is non-intrusive and highly targeted, consumers will accept it. And so far, his theory is working.

Sprint's Mobile Media Network is certainly leading the way in mobile advertising (at least among the U.S. Tier 1 operators). The Mobile Media Network supports WAP, SMS and banner-based ads using Enpocket's platform and it is attracting attention from big-name brands such as Pepsi. 

Another notable mobile advertising success story in the U.S. is Virgin Mobile USA's Sugar Mama program, which lets voice customers earn airtime minutes each month by watching online advertisements and responding to surveys. The company says 425,000 subscribers have signed up for the program and they are adding more customers every day. 

My point is that despite my reluctance to embrace mobile advertising, it is gaining traction in the market. In fact, I've probably viewed hundreds of banner-based ads and not even been aware of it. But reality vs. perception is a tricky thing. As long as mobile advertising messages are unobtrusive, wireless subscribers will probably be content viewing these ads. However, once an operator or advertiser crosses the line and makes an ad intrusive, this balance (and consumer perception of mobile advertisements) will be mired.--Sue